Different Brand Polarities help differentiate your Brand, either falling to one pole or another, or creating a dynamic tension that make the brand more distinctive and memorable.
Exclusive vs Inclusive Brands
Exclusive: Focus on higher price point and status, led by scarcity
Inclusive: Focus on opportunities and offers, led by social proof
Abstract vs Literal
Abstract Brands carry emotional meanings that go beyond language or concepts, embodying a deeper, unconscious sensorial connection with the audience
Literal Brands convey clears and logical messages to the conscious mind.
Tradition vs. Innovation
Traditional Conservative approach, embracing heritage and history
Innovation future-focus, pushing boundaries.
Functionality vs. Aesthetics:
Functional Focus on tangible applications, utility
Aesthetic Focus on appeal, belonging and superficial factors
🤔 Next steps
- Clarify where your brand tend between each of those polarities.
- Does your brand include any interesting conflicts from those polarity? If yes pull the intensity of the tension to help contrast with other brands.
- Choose where your Brand Language stands on this scope, identifying where your chosen Semantic field stand.