“People need dramatic examples to shake them out of apathy and I can’t do that as Bruce Wayne. As a man, I’m flesh and blood; I can be ignored, I can be destroyed. But as a symbol – as a symbol I can be incorruptible, I can be everlasting.” ~ Batman Begins
Batman’s most powerful weapon has always been branding. It’s yours, too. People don’t buy products and services they buy brands; brands they can’t ignore. And, they align themselves with brands that embody their values.
“We impose meaning on the chaos of our lives. We create form, morality, order.” That line from a Batman comic could just as well be about branding. Like Batman, brands symbolize a promise.
Unlike Batman, perhaps, brands aren’t incorruptible and everlasting; they’re only as strong and enduring as the promise they represent, and the experience people have when their expectations meet your delivery on that promise.
Whether you’re mopping the streets of Gotham with bad guys, launching a line of gourmet ice creams, or developing the next must-have technology, branding is about managing expectations and consistently delivering on promise.
Batman always delivers. In his fictional world: “[I created] an almost demonic creature of violence and vengeance; a night-beast whose very presence would strike fear into the criminal heart.” ~ Batman: Absolution
When you think about it, in our real world no object embodies that mythology better than a Batman night light. Just as Batman himself it’s a potent symbol; a beacon in the darkness, watching over the innocent, protecting you from what lurks in the shadows – and, of course, always looking cool. Like all great design, it’s form and function perfectly delivering on promise.
What does your brand symbolize? What is your brand promise? What forms, functions, and signals embody that promise? How are you consistently delivering? Are you making your brand a beacon that can’t be ignored?