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

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 and success isn't guaranteed. A metaphor in brand identity isn't a silver bullet; being transparent with your clients is essential.

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 use metaphors too.

B2B enterprises 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 can 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 hold these pieces together.

Unsystematized brand identity 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.

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

Let’s define what is a metaphor in brand identity and what is not. It doesn’t 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.

- 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 a specific set of graphics but fails to scale.

- 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.

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.

A good example of using metaphor is our latest case study Flourish. Take a look and stay tuned for more insights!