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Why pay for the invisible, or the perks of metaphors in brand identity.

Many successful companies seemingly lack a profound identity concept, raising the question: is a metaphor unnecessary? The answer matters if you're aiming big.

For those unfamiliar: metaphors and symbolism use one thing to represent another, deeply connected to a company’s values and vision – it's more than just visuals.

At Unikorns, we embrace metaphors, but their depth varies. Knowing when to use a deep abstract metaphor is key. This work takes time, success isn't guaranteed, and not every company needs it equally. A metaphor in brand identity isn't a silver bullet and it’s essential to be transparent with your clients.

If your idea of the metaphor is a granny's orchard image used by a juice production company, I have good news. It's not exclusive to B2C goods brands, SaaS, Fintech, AdTech, PropTech, or any other - tech company can easily make use of metaphors too.

B2B enterprises or “large generic companies” can benefit from it too. A good story in their DNA might be less fun and quirky but serves a purpose, meeting business requirements.

But what’s so special about this exactly? Most companies are able to say what’s good about their product but it’s not enough to form a connection with customers.

A brand is a system and a decent metaphor helps holding these pieces together.

Unsystematized brand identity without a big idea doesn't mean a product won't sell. But people seek a system subconsciously and try to fill the gaps. And a metaphor at the core gives control over how gaps are filled.

Customers may feel a certain way about a product/service even without awareness of the metaphor. Discovering its core meaning can enhance their connection, possibly raising loyalty levels.

However, if symbols exist only in occasional graphics without holistic marketing efforts, the benefits of the metaphor fade away.

But let’s define what is a metaphor in brand identity and what is’t not. It have to be obvious and often serves as an Easter egg. Understanding Nike’s reference to a greek goddess of victory makes it clear why the company is always pushing us forward, but we can’t tell this from their communication directly.

❌ It’s not a metaphor if:

• Just a hidden symbol unrelated to a company's DNA.

• Graphics literally represent a company's field of activity.

• A symbol/meaning is only used in a logo.

• It unites specific set of graphics but fails scaling.

✅  How to spot a metaphor:

• Sets the base for consistent storytelling.

• Expands the idea and mission, going beyond describing the service/product.

• Affects most brand elements, verbal and non-verbal, creating a coherent system.

• Ensures scalability, inspiring new ideas supporting the main narrative.

In essence, a metaphor in a brand identity isn't just about visual appeal, it's a strategic investment. While not a guaranteed path to success, it definitely increases the chances.

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