Businesses have to look for new ways to be remembered by customers. Sometimes the brand isn’t enough and they have to link it with sounds, pictures, colors, and metaphors in order to be related to those things. Music, promotional songs, colors and metaphors give information of the brand or the products sold by the company.
Creating metaphors isn’t an easy job. In order to reach the impact you want in customers you have to study their values, attitudes and tastes to make them feel familiar or identified with your idea.
Trying to create sensations and emotions that result from a brand experience, music, songs, mottos, metaphors, and even smells are used. In Colombia we have some clear examples of the previous. Tennis, the clothing brand has a specific smell and they give out air-fresheners in shapes of hearts with this characteristic smell. A clear example of music is Pilsen. No matter where you are at when you hear that sound you know it`s theirs. Internationally, Nike has one of the most known slogans in the world: Just do it.
Metaphors are very useful when you are trying to position a brand because it gives you the possibility to make a comparison between two things that can share a characteristic. They make easier for the reader understanding the message or something about the principal idea. In this way you can talk about a characteristic of the product you are trying to sell using something everybody knows as reference.
In this case I decided that I want to export flowers to northern countries where they don’t have the quality, the quantity and the variety we have in Colombia and in other tropical countries the whole year. The metaphor I would like to use in order to position my product and my brand is:
“Flowers paint your life with beautiful colors”
Through this metaphor I want people to perceive that flowers provide colors to any space, that even in winter when everything is grey and cold, flowers can make any place, any room of their houses warmer, happier, colorful.
We associate colors with happiness, joy and spring. All the beautiful things and moments are usually associated with many vibrating colors and that is what I am trying to take advantage from through this metaphor.
Hi Susana, this is an interesting Blog, I like your metaphor, Good job.
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