How can you use analogies and metaphors to improve brainstorming for brand strategy?

Analogies and metaphors are especially effective when it evokes a visual, a sound or an emotion. It should talk to your senses for it to create a powerful statement and assimilate as an effective point of view. They shouldn't be used for the sake of usage but should serve the purpose of simplifying a complex concept by comparing it to something tangible.

Integrating analogies and metaphors into the brainstorming process for brand strategy can be a powerful tool. By drawing parallels between unrelated concepts or using symbolic language, you can stimulate creative thinking and encourage unique perspectives. Analogies help to simplify complex ideas, making them more accessible and relatable, while metaphors can evoke emotions and convey messages in a compelling way. Ultimately, incorporating these linguistic devices can fuel innovation, foster a deeper understanding of brand identity, and contribute to the development of distinctive and memorable brand strategies

Um livro muito bacana sobre o tema é o DNA da Marca, que utiliza frameworks lúdicos para extrair bons insights dos colaboradores. Perguntas como: qual animal a empresa poderia ser, qual meio de transporte ou qual personagem, tiram os colaboradores das respostas padronizadas e auxiliam o head de branding ou consultor a pegar percep??es ocultas por perguntas racionais.

In my opinion 1)- Analogies: Analogies are comparisons between two concepts, ideas, or situations that highlight similarities to make complex ideas more understandable. It involves drawing parallels between the known and the unknown. 2)- Metaphors: Metaphors go a step further, presenting one thing as if it were something else to evoke a deeper understanding. They provide a vivid and imaginative way to convey abstract concepts.

A brand without its analogies is like being a billionaire: not many people can relate to it. >A metaphor is a true fact explaining another true fact that is similarly related, but from a different context.

Analogies and metaphors serve as cognitive tools, aiding brainstorming in several ways: A) Unlocking Creativity: They stimulate creative thinking by connecting unrelated concepts, leading to innovative ideas. B) Simplifying Complexity: Complex brand strategies can be simplified by comparing them to familiar concepts, making them more accessible to a wider audience. C) Enhancing Communication: Analogies and metaphors create a shared understanding among team members, fostering effective communication. D) Inspiring Novel Perspectives: By thinking metaphorically, you can explore unique angles and perspectives that may not be apparent through straightforward analysis.

Brainstorming is like mowing the lawn: you kill all the nice grass blades and leave only the beautiful flowers. >To talk about something with a metaphor is being lateral, slightly ironic and straight to the point.

Analogies, with their ability to draw parallels between the brand and familiar concepts, provide a tangible bridge for team members to connect with and understand the envisioned brand identity. Metaphors, on the other hand, offer a canvas for painting vivid mental images, enabling a more profound and emotive comprehension of the brand's essence.

I prefer using metaphors for designing visual identity. They can help us illustrate complex concepts in a familiar way. Concepts such as persistence, wisdom or balance.

You can but you honestly shouldn’t. The most effective strategy and communication is direct. The more you layer it under the tab of an “analogy” or “metaphor” the harder it gets for your audience to understand. Keep it straight, simple and jargon-free.

Spark imagination through unexpected comparisons. Be clear, concise, brand-relevant, and bold! Draw inspiration from stories—whether customer testimonials or success narratives—to weave relatable analogies. For instance, envision your product as a magic wand, effortlessly fulfilling customer wishes

Look for analogies in other brands or categories that have similar positioning or values. For example, if you're branding an adventure travel company, you could look at analogies with outdoor clothing brands like Patagonia. What imagery, language, or values resonate for those brands that could inspire your own? Use metaphors to describe the personality or essence of the brand. Is your brand a wise teacher, a friendly neighbor, an aspiring athlete? Thinking of the brand as a character with human traits can suggest new angles.

In simple steps, A) Understand Your Brand Essence: Define the core values, personality, and unique selling points of your brand. This forms the foundation for creating relevant analogies. B) Study Competitors and Industry Trends: Analyze successful brands and industry trends to identify patterns that can be metaphorically linked to your brand. C) Customer Personas: Consider your target audience and their preferences. What resonates with them? Use these insights to craft metaphors that speak directly to your audience. D) Cross-Industry Inspiration: Look beyond your industry for inspiration. Drawing analogies from unrelated fields can result in fresh and innovative perspectives.

Just follow these and it will give an massive growth, A) Relevance Check: Ensure that the analogies align with your brand's values and goals. Evaluate whether they effectively communicate the intended message. B) Clarity Test: Share your metaphors with individuals who are not deeply involved in the brand strategy. If they understand the metaphor, it's likely to be effective. C) Emotional Impact: Assess the emotional resonance of your analogies. Do they evoke the desired feelings and sentiments associated with your brand? D) Consistency: Ensure that the analogies and metaphors maintain consistency across different brand touchpoints and campaigns.

Improving metaphors is like divorcing: you'll need lots of papers and a signature before it's over. >Write lots of them until you get one that's relevant and unique. Also, one true fact for another true fact, nothing more than that.

As analogias e metáforas possuem o poder de colaboradores criticarem ou elogiarem a organiza??o de uma forma n?o direta, abrindo caminho para uma comunica??o mais sincera do que pesquisas quantitativas, por exemplo. Uma vez identificada essas analogias e expandindo o conceito para algumas compara??es, há a possibilidade de usar essas ferramentas como base de convencimento para mudan?as organizacionais.

In my terms, 1- Storytelling: Integrate analogies and metaphors into your brand story. Narratives that incorporate these elements are more memorable and resonate with the audience. 2- Visual Representation: Translate your metaphors into visually appealing elements such as logos, graphics, or advertisements to strengthen brand recall. 3- Marketing Messaging: Infuse your marketing messages with analogies to make them more relatable and engaging for your target audience. 4- Training and Onboarding: Use analogies to simplify complex brand strategies for internal teams, facilitating better understanding and alignment.

Use them as a first-date icebreaker: get started, then build on them. >Metaphors are great to brainstorm and lay the foundations for a draft of the slogan.

Brainstorming is annoying and useless if repeated. Innovations need peace of mind, in order for innovations to benefit and serve the brand strategy. But measuring the success of a brand is a long-lasting building process And periodic comparisons.

The goal is to spur new connections and dimensions for your brand using comparisons that tap into emotion, experience and imagination. With practice, analogies and metaphors can really open up your branding brainstorms.

J'aime bien faire l'inverse en brainstorming, c'est à dire faire un raisonnement par l'absurde. Cela réveille et intéresse immédiatement l'audience. Ex montrer des analogies et métaphores qui sont à l'inverse pour mieux ancrer et toucher du doigt ce vers quoi on veut arriver collectivement lors de la séance.