Identity: The visual language of brands

Becky Cormack and Martin Oxley

When determining how people feel about a brand's positioning in the market, it is essential that marketers ensure that consumers hear what they mean them to hear.

Identity: The visual language of brands

Becky Cormack and Martin OxleyBuzzback

How consumers interpret language and meaning is crucial in brand communication but understanding the power of words is complex.

What's in a word? Language is one of the most powerful tools at our disposal – and if you are marketing or positioning a brand, product or service, it can also be one of the most difficult to use wisely. Words are fluid, open to interpretation. They don't always have bedrock meaning that can be communicated clearly to consumers. When determining the essence of a brand, or how people...

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