How do the product convey signs and meaning to customers or consumers?
Marketing is all about reaching the right audience at the right time, while communicating the right message. The language of signs, symbols and narratives which is known as semiotics helps you to do that. Semiotics and communication becomeeffective only when the analysis is done in effective manner.
What is a Sign?
Your brand is a sign. You create your brand with a mission, vision and meaning in mind. You then use various codes to those elements to express your message but you cannot control it’s interpretation. For instance, when Apple company launches new products, people stand in queue for hours to just not buy smartphones and laptops but to buy status and specific lifestyle. The brand which understands the need and problem of target audience, wins the market.
Semiotics in Sign affect customers or consumers
The consumers don’t purchase products, they always buy success, status or a lifestyle. Their every purchase is driven by an emotion or a perception. If they buy a luxury bike that is because they have emotions of love and likeliness towards it, or if they reach their pre-decided goal they become happy or overwhelmed that is because of emotions of belongingness to achieve that particular goal as well as the passion, hard-work and determination which was put throughout the journey.
That’s exactly what semiotics does. It helps you to convey associations, feelings, and perceptions through relevant codes and signs, with the help of your products and services.Semiotics also helps in improving brand messaging, communicate desired meanings and influencing consumer’s subconscious decision-making. Signs are known as a “father” of semiotics and we tend to think only in signs. Just one object or image can build a narrative filled with meanings. The narrative hooks viewers by addressing symbols and archetypes. Most consumers can’t explain why they buy a particular product or service but semiotics can. Communication codes are this much powerful!
Make Your Brand Iconic with Leapfrog Strategy Consulting
Leapfrog Strategy Consulting, is India’s leading semiotics consulting company giving it’s client brand solution with the help of semiotics analysis. They provide solutions in the areas of brand identity, rebranding, repositioning, packaging, customer experience, growth strategy and innovation. The company believes to communicate meanings via signs, codes, myths and archetypes. Through the semiotics analysis, the design codes are specified and with the help of these codes the images are connected to society’s stereotypes.
