So what is brand magic and brand logic? Well, let’s take a deep dive.
Brand magic is thought of as the right side of your brain, right-brain thinking. Things like creativity, emotion, intuition, visual and expressive. But how does this relate to brand building? You can think of it in a creative sense, for examples, your typography, logo, colours etc. This is brand magic, the creativity behind a brand, the stuff that makes you happy when you drive a coke. Or feel empowered when you slip your foot into a Nike trainer.
Brand logic is the more serious side of your brain, the left brain thinking. The numbers, analytics, informed and linear side of the brain. Again, how is this related to building a solid brand for your business? We link this as the research, the market changes, customer personas, data collections etc. Brand logic is the background work behind why Coke know you will be happy drinking their products – Brand logic is the data that lets Nike know you feel empowered.
When building a solid and everlasting brand, you need a blend of both magic and logic. When there is a gap between magic and logic, it can cause a great strategy to fail when it hits the customers. It can doom an impactful creative even before launch.
For example, imagine someone has designed a visually impactful billboard for your new product (Magic). Still, it’s been placed in the wrong locations – locations where your target audience aren’t hanging out. It’s doomed to fail. On the flip side, imagine that the billboard has been put in the right place, but the design is dull and emotionless? It’s pointless.
The right blend of brand magic and brand logic will allow your brand touchpoints to hit the right place at the right time and impact the people who matter.
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