Game of Thrones has become a source of inspiration for many communicators and market professionals. Family crests are a clear example of the first trademarks within society. In this article, I shall be outlining 4 brand identity tips that are useful when (re) creating your logo or mission statement.

Westeros, the fictional continent on which the Game of Thrones series unfolds, is divided into seven kingdoms, each governed by a "house" (in other words, a noble family). All fans of the series are already aware of all this ... but what they probably do not know, however, is that each of these houses, large or small, has a coat of arms (usually inspired by a local animal) who represents it. This blazon is accompanied by a motto that summarises the main values of the house in question. In other words, this is a logo and a slogan. These are ways of communicating one's ideals, principles, or even "branding" one's home to other realms as well as to ordinary mortals. Some mottos are very direct, others much more subtle,

House Stark, "Winter Is Coming"

Tip # 1: Create a visual metaphor that represents your strengths.

The great house of Stark is represented by a wolf. Not only are the wolves from the North just like the Starks, but they also have a rather cold reputation to associate with. If the Starks have turned away from penguins and seals for the benefit of the wolf, it is because they preferred to choose an animal at once noble and scary.

Think about the strong point of your business. What makes your customers love you, and your competitors fear you? Look for a visual way to represent all of this. For mission statements, the Starks are a little more subtle. Of course, winter is coming ... it's still the case! But that implies some preparation. The Starks do not only refer to the weather phenomenon when invoking their motto. In fact, they express here their identity, both fearful and resolutely turned towards the future. You may not need to be too direct in your logo if your audiences already know your business. However, use this opportunity instead to give your customers something to reflect on your values. The Bridgewater Hall, a conference and events venue in Manchester, outlines a number of really interesting points in their recent articles examining content marketing strategies and audience engagement. I recommend checking out their site to pick up some tips.

 

House Targaryen, "Fire and Blood "

Tip # 2: Overcome your competitors, but make sure they do not hate you.

Be direct, but not too much. If your company is specialised in assassination, we advise you to soften your message. Of course, if you absolutely do not want to question your activity, you are free to stay on the idea of the three-headed dragon. In the past, the Targaryens were the pros of conquest. But after a bad buzz and a drastic reduction of staff (following crushed skulls), their small business is only a shadow of itself. Maybe they could have avoided this media catastrophe with a coat of arms a little more friendly?

House Lannister, "Hear Me Roar"

Tip # 3: Beware of unwanted double meanings.

If you want to inspire fear in the minds of your competitors, the lion figure is an excellent choice. The Lannisters are much less biting than the Targaryen. However, here it's like saying, "look how I can make noise." While we see the thematic link with the lion, it is important that your logo and slogan complement each other to make an impact. Remember what people say in Westeros: " Words are wind". You must take into account all possible interpretations of your slogan so as to guard against any negative connotations that would give your competitors the opportunity to discredit you.

This is undoubtedly the reason why the Lannisters have decided to review their brand identity. A brand is not confined to a logo and a slogan. It's also a way of presenting oneself and the image that your audiences have of you. Although this is not yet official, the Lannisters have already started using a new motto: "A Lannister always repays his debts". That's much better! On the one hand, it shows that they are reliable and that you can count on them. On the other, it is indeed a threat, if what they owe you it is revenge.

It is entirely acceptable to play on a double meaning for a slogan; however, make sure that both directions correspond to your business. And do not be afraid to review your identity if necessary.

 

House Bolton, "Our Blades Are Sharp"

Tip # 4: Avoid scaring your targets if your activity is not already well received.

Well, that's just gore: a dead man for logo. Every company is unique and there is no shame in being proud of yours. But be careful with the image you convey. As you will understand, a poorly chosen brand image can harm you. But here, we exceed all the limits of the understanding.

It is not even a question of declaring war on its competitors, but of merely inspiring revulsion to all its publics (or to its people). That said, against all expectations, the Bolton motto is evocative without making you want to throw up. It leaves the reader to imagine the following: "our blades are sharp ... and we will cut you up like rabbits". This subtlety is somewhat surprising on the part of people who have chosen a deceased for logo!