Four branding lessons to learn from "Game of Thrones"
BRAND COMMUNICATION The sixth season of "Game of Thrones" starts on 24.04.2016. The series is a prime example of perfect branding. That's why the online marketplace 99designs has put together four lessons that are important for companies' brand communication.It is the characters, story and scenery that captivate the fans. It is also an example of perfect branding. In Game of Thrones, each of the houses, whether large or small, has an individual sigil or heraldic crest that represents them. The image is complemented by the so-called "words of the house". Seals and house words are intended to represent the ideals, principles and brand of the respective house. Some have a very direct statement, others are more restrained. Below are the four lessons from 99designs:The Stark House - "Winter is coming"
The Stark seal shows the early relative of today's wolf (Dire Wolf). There are two reasons for this: This animal is not only typical of the north over which the Starks rule, but it is also very impressive. Although many animals live in Arctic regions, the Starks deliberately chose not to use penguins or seals. They have chosen a strong animal that is fighting a slavering tiger for a mammoth.As an entrepreneur, you should think about what best represents your company. What do customers love it for and what do competitors "fear" it for? While the imagery of the Stark seal is powerful, they communicate rather subtly through their motto, so you have to stop and think about it for a moment. The phrase implies that you have to be prepared. So every time the character speaks these words, it's about more than a meteorological fact.A direct slogan doesn't have to be the best choice for a company slogan either. A sentence that makes people think is more appealing.
Lesson 1: A logo should be a visual metaphor for what you do best
House Targaryen - "Fire and Blood"
If a company is killing people with fire-breathing dragons, it might be more effective to mitigate this in terms of communication. If not, don't be surprised if you become a target for others. The Targaryens initially excelled at conquering kingdoms. As a result of a hostile takeover, they lost a lot. Perhaps there would have been no misunderstandings if a friendly dragon had adorned the banners.
Lesson 2: You should outshine your competitors
The House of Lannister - "Hear me roar"
If you want to scare the competition, a lion is the perfect choice. It shows its teeth, extends its claws and spreads terror. But unlike House Targaryen, the Lannisters' slogan is less frightening. A roar is simply a sound and not an immediate threat. It simply says: Hear me roar! You have to make sure that the image and the slogan are coordinated in terms of their expressiveness. This is possibly the reason why the Lannisters decided to rebrand. Unofficially, they have introduced the phrase "A Lannister always pays his debt" as a new slogan. It is ambiguous: on the one hand, it demonstrates their reliability and, on the other, it threatens that House Lannister will take revenge if anyone owes them anything.A brand is more than just a logo and a slogan. It is also about how you present yourself and how you are perceived by customers (and competitors).
Lesson 3: No accidental ambiguities
The House of Bolton - "Our blades are sharp"
Every corporate culture is different, so there's nothing wrong with being proud of your own. However, you should also think about the perception that others have of you. After all, the wrong image can have a negative impact on the company. In this case, however, it's less about competing with the competition and more about the disgust you arouse in customers. A butcher doesn't show how a sausage is made, either, and Haus Bolton's slogans are evocative without being bold. The sentence "Our blades are sharp" leaves the reader room for interpretation.
