Brand Language

Did you know there is a LANGUAGE to branding?

It’s true!

And like any language it can seem pretty mysterious when you don’t understand some basic words and phrases. In other words, vocabulary and grammar.

Once, however you do know a few of the words and some of the ways the language is structured, more and more becomes apparent, just by looking, and listening.

Architectonics: the SCIENCE of BRANDS is an on-going work-in-progress that brings together the fundamental archetypes of brands and branding and translates their requirements into specific tactical words, colors, images and messages.

Architectonics has been under development for under a decade now, however it is already able to scientifically predict many of the fundamental (core) attributes for a leading brand. These include specific colors (including color combinations), brand promises (such as the unspoken question), as well as provide many other indicators related to form, shape and style.

Utilizing this language to form brands is a tremendous time-saver, not to mention the fundamental attribute of forming well aligned and structured brand signatures. (In other words, brands that work!)

The Language of Brands Uses an Architectural Metaphor

Architectonics employs a metaphor of building types to describe brand objects and components.

Following is an example analysis using Architectonics for ‘facebook’:

Introduction to Archetype VI: The Castle Brand

The Castle Brand stands close to the top in terms of aspiration. Most importantly, however, it trades on its reputation for reliability and even more, safety, to develop its strong loyalties and perennial profits. The conservative nature of Castle Brands perfectly echoes the sensibilities of their clientele who are motivated more by consistency and concern for their own welfare than by price.

Castle Brands include some of the most stalwart brands in the world, though typically not those at the highest reaches of price, nor those below the median. The concern for quality is so important to Castle Brands that it is unlikely for them to serve below a certain price-point where they feel quality or distribution might suffer. Likewise, their need to be of service to many prevents them from climbing to the most rarified levels of price.

The solid and proven way is the way of the Castle Brand. While generally among the least glamorous of Brand types (utilities are typically Castle Brands), making them among the least suitable for fashion, their reputation for reliability makes them ideal for products or services with a repeating or steady nature.

Additional Notes:
  • Primary analysis: The Castle Brand trades on a promise of safety. Fundamentally Castle Brands promise security or ‘everywhere’.
  • The Castle Brand is a masculine archetype.
  • Color palettes: Blue (and White) OR Black (and White).
  • Color analysis: The Blue refers to the masculine type—specifically to the sky, home of the creator, while the White refers to the possibility surrounding it.
  • Fundamental dweller within the archetype: Father (the king)
  • Popular Global examples: Adidas, IBM, Ford and Facebook. Counterintuitive example: GAP stores

One thought on “Brand Language

  1. I really enjoyed reading this informative article on the science of branding. In particular, I learned a lot through the great example. Thanks for sharing your expertise in this field.

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