Power to the symbols!

There certainly has been a lot of news since January, but what does it have to do with branding?

Canada, and much of the world, witnessed the spectacles playing out on the streets of Ottawa and at several border crossings with the United States. The absurdity of these protesters demanding freedom came into sharp focus with Russia invading Ukraine and Ukrainians truly in a life and death struggle for their freedom. This blog addresses branding issues, not politics, and while not wishing to reduce the war in Ukraine to trite over-simplifications, there are lessons to be learned for anyone concerned or interested about branding.

The notion of similarity between national symbols and branding is not new. The seminal book Corporate Identity, by the late Wally Olins, was considered the bible of branding when it was first published in 1989. In the first chapter, titled “The Invention of Tradition,” Olins wrote, “The modern multinational is quite as complex as any nation state, in some ways perhaps more so. The issues involved in motivating people are much the same.” He added, “This will not happen in a large organization if things are left to chance. In order to create loyalties, the organization has to manufacture the symbols of loyalty: the flags, the rituals, the names.”

Well, what have the events of the past two months taught us? Looking back at the so-called truckers protests in Canada, it cautions organizations to zealously protect their trademarks and logos. The Canadian flag, usually evoking stereotypical Canadian attributes of politeness and niceness, became representative as the symbol of opposition to vaccines, masks and all other measures attempting to curb the spread of COVID-19. Not only was the flag ubiquitous in all the images of the protests in Canada, but the Canadian flag was displayed in similar demonstrations in the United States, France, New Zealand and elsewhere around the world. Regular Canadians are wondering whether the flag in front of their house or on their car windows will now be seen as a sign of support for the anti-vaxxers. With the blockades dismantled and the organizers facing criminal charges, the Canadian flag will no doubt revert back to its original symbolism. Companies may not be so lucky if they are not protective of their branding assets.

Ukrainian President Volodymyr Zelensky has captured the admiration and loyalty of Ukrainians and much of the world’s as well. Branding experts counsel their clients that the CEO is one of the brand’s most important assets. Steve Jobs is the prime example of the power the head of an organization can have as the brand’s chief brand champion. If the Ukrainian president was not as charismatic, and not as empathetic, it is quite possible the world’s support of Ukraine would not have been as strong.

The Ukrainian flag and its blue and yellow colours have nearly become ubiquitous these past few weeks. Apart from flags and banners, the blue and yellow flower arrangement in the photo of Queen Elizabeth greeting Canada’s Prime Minister Justin Trudeau at Windsor Castle a few days ago was noted as a subtle but clear message of solidarity with Ukraine. Pantone’s clever image of its colour chip to voice its support of Ukraine, and the Economist’s cover design are two examples of the strength that colour has in communicating.

This blog has in the past lamented a trend in recent years of brands adopting generic-looking black logos. The events of the past two months have demonstrated how shortsighted this branding look is. The decision to forgo identifiable brand colours is a brand surrendering part of its key ammunition to differentiate itself.

Thankfully, rebranding an organization does not have life and death consequences. Russia’s unprovoked invasion has imperiled the lives of millions of innocent Ukrainians and Putin’s words threaten millions more.

If you wish to contribute to aid Ukrainians who are fighting for their lives, click on one of the links below.

CNN Impact Your World
Canadian Red Cross
International Committee of the Red Cross
Ukrainian Canadian Congress

All images of the Toronto rally, March 6, 2022, in support of Ukraine:  © Eli Unger