A brand is not a logo, and a logo is not a brand. It is a coherent set of factors that need to be worked on consistently. Consistency through the Fluent device is one of the best ways.
Consumers are bombarded with hundreds of advertising messages every day, making it increasingly difficult for brands to stand out and stay in the public's mind. So how can you ensure that people actually remember your brand? The answer lies in a concept called “Fluent device”, which are specific symbols or recurring motifs that the brand uses across its communication and that set it apart from the competition. This approach has been a proven strategy for years that can enhance the long-term value of your brand and bring greater recognition.
What is a Fluent device?
Simply put, Fluent device represents a recurring element or motif in advertising communication that ensures that consumers directly associate this element with your brand. It can be a character, melody, graphic symbol, slogan, or a certain storytelling framework. The goal is to create something so distinctive that people can easily remember this element and instantly associate it with your brand.
Why does Fluent device work?
The Fluent device works on the principle of cognitive simplicity. The human brain tends to prefer things that are already familiar to it. Repetition strengthens associations, which means that if you consistently use a certain element in advertising communication, consumers will gradually fixate on it and associate it with your brand. This approach also saves marketing costs because you no longer need to invest as much in constantly building awareness – the symbol will do it for you.
Several types of Fluent device that we recommend incorporating if you want to support building your brand:
Product shape - Toblerone chocolate
Color - Tiffany (turquoise blue), If your competitors primarily use blue and red, consider using purple instead.
Packaging - Popstar tea
Founder - Steve Jobs, Elon Musk, or Colonel Sanders
Symbol - Nike's swoosh
Star (main face) - Michael Jordan, David Beckham, or Vojta Kotek and others...
Animal - ČSOB: blue chameleon, Moneta: cat… or Alzák.
Jingle - I'm lovin' it - McDonald's
The Most Common Mistakes in Building a Brand
❌ Uniqueness of the Product
Having a unique product is great, but it doesn't necessarily mean a win. On the contrary, sometimes it's much better to take an existing product and create an original brand from it.
❌ Inconsistency
When every package, post, banner, or billboard looks completely different and one moment we say A about the product and the next B, the customer cannot remember us.
❌ Overly Descriptive of the Product
We describe in too much detail what our product can do, what certifications it has or how unique, revolutionary, etc. it is.
Secret Weapon to Differentiate Your Brand
In today's overcrowded market, building a strong and memorable brand is crucial for long-term success. Brand symbols, also known as a “fluent device,” can give you a competitive advantage by creating a unique identity that your customers can easily remember. Utilizing recurring symbols or motifs will allow your brand to stand out from the crowd and leave a lasting impression.
Are you looking for a way to truly differentiate yourself from the competition? Try developing your own Fluent device or write to us, we would be happy to discuss it with you before we dive into it & get an expert's perspective. :)
