Kevin Finn

Lately, I’ve been thinking more and more about language—visual and verbal.

Both are specific to how communications designers help businesses and brands navigate their environments (internally, with organisational culture; and externally, when broadcasting to their markets).

This was further reinforced last week in a business meeting, but also over the weekend, when speaking with two friends at a social event. On both occasions we spoke about how specific words shape mindset, which in turn influence behaviour.

Think of a brand, one that you’re very familiar with but which you are not a customer—and are never likely to be one. Choose any brand, from any industry sector, but make sure you’re reasonably familiar with it and what it stands for.

Ready?

No matter which brand you chose, and for whatever reason, you’ve clearly given it space in your mind. That means you’re acutely aware of this brand, what it does (or doesn’t do), what market sector it inhabits and what value it provides (or doesn’t).