Branding philosophy – The rhetorical triangle concept
To execute a successful brand campaign first we need to understand its purpose, this is the how, what, why, where, when and who. A rather complex process which can be simplified by applying the rhetorical triangle concept, within which details the three elements of persuasion — Ethos, Pathos and Logos.
An investigation into the three elements will help define core principles, intention, brand positioning and communication methods; both visual and verbal. It will also unlock the potential of value-based experiences a brand can offer to customers and the world.
Ethos
The Speaker – Appeals to Ethics, Credibility & Trust
The Speaker – Appeals to Ethics, Credibility & Trust
There are myriad of ideologies that determine our cultural differences, political governance and underpin various methods of indoctrination. This ethical and moral fabric is the cornerstone upon which we build our social structures, come to agree on what is acceptable and how we aspire to progress naturally.
A brand has the power to become a representation of character, an extension of who we are and how we wish to be perceived. To reach this inner sanctum it requires trust, rapport, understanding and perfect positioning. A brand must have its finger on the pulse in order to compel an audience at every touchpoint from provenance to the current day.
Once launched into the world a brand is subject to public referendum, all words and actions will be held accountable meaning diversity and adaptability are key in remaining respectful and relevant.
Pathos
The Audience – Appeals to Emotion & Values
The Audience – Appeals to Emotion & Values
We all have a natural inclination to want to belong, whether it be to a certain group, class, scene or tribe. We project our emotions outward through the clothes we wear, music we listen to, cars we drive, classes we participate in, holidays we take and the houses and suburbs we live in. After all we are social creatures looking to attract like minded people who share our interests, passions and – ultimately – our lives.
A successful brand has considered values and a visual and verbal language that resonates well. After all personality is everything – think about it – a brand is a form of public persona, it has a history and a story to tell, it is active within the community offering opinions, ideas and solutions to enhance the shared experience.
Understanding who cares and how they find out is of utmost importance, If a person feels a positive emotional connection a life long relationship is formed and can be built upon.
Logos
The Message – Appeals to Logic & Reason
The Message – Appeals to Logic & Reason
Consumer decisions are often hindered by many factors; finance, the environment, time, location, age, gender, cultural alignment, political and religious beliefs or health and well being. It is difficult to gauge as circumstances and opinions vary greatly – what is logical to some may not be to others. A good way to compensate for this is to offer customers varied price points, a wider range of products and services or engaging loyalty programs.
Nowadays the ability to provide transparency around sourced materials, manufacturing methods, waste management and a commitment to the environment play a major role. It is essential to include clear and concise information at every touchpoint. The modern world is full of discerning customers who prefer to make well informed decisions and are continuously asking what brands have to offer.