PiNG! Connecting with Your Consumer - Flipbook - Page 55
PiNG!
PiNG!
CHAPTER 2
CHAPTER 2
Brand Icon: More than an Avatar
Speaking
Loudly and Clearly
Wins the Game
Your whole package is an icon.
Consumers
identify, interpret and apply icons in a matter of milliseconds. An icon is more than just a visual callout used to
represent the brand. It is a color, a shape, a logo. All of
the things that a brand does to create visual recognition
are, in essence, the icons of the brand. Consumers must be
able to see these iconic cues and instantly relate them to
your equity. At the same time, your icons must clearly define the brand’s attributes and explain why the consumer
should buy a particular version. Icons must communicate
clear lines of differentiation among versions and points of
similarity across the entire brand.
Do consumers get
what your brand
icon is saying?
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