Wedding Rings & Logos - Part I
Relationships, brand promises, and what really matters
Wedding rings and logos have a lot in common.
Both represent a promise made.
Both can mean everything and nothing.
Both can cost a lot of money or be bought relatively cheaply.
Both identify a relationship.
Both are no longer rare.
Both are symbolic of a larger purpose.
Both are accepted social-agreements in modern society.
Both can have as much meaning as the experiences associated with them.
If you are not careful, you can fall for the trap of putting the heavy lifting on the symbol and not the work of building trust, loyalty, and value.
Today more than ever people understand there is an abundance of symbols. Symbols don’t have meaning without connected experiences.
Building a brand is keeping a promise consistently.
When we understand that the intrinsic value of the symbol in and of itself is minimal then we can focus on creating more meaningful associations with the PROMISE i.e. cause, product, service or campaign we make to our audience. Building a brand is keeping a promise consistently.