4 Coding Challenges: And How To Crack Them

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WARNING: Don’t go loco for logos

Before we go anywhere, we need to get a few things straight.

Yes, brand codes are important. Yes, they’re powerful. But let’s not kid ourselves—they’re also dangerously seductive.

Brand codes can drag you away from the strategic meat of managing a brand. We’re not the colouring in department, despite what people may think. A good brand manager knows when to use codes and, more importantly, when to put them aside to focus on the important stuff. Like building a clear strategy from cold, hard data about your customer.

So, moving forward, whenever you’re on a call or in a meeting and the topic of brand codes, logos or pantones comes up, you need to look around the room and sincerely say…

“That stuff is 2% of branding. I’m more interested in gross margin, revenue and growth.”

Every time, and always, always, always in front of your senior colleagues.

So, now the warnings are out the way, let’s get into it.

What are brand codes?

We’re not getting romantic with you, but codes are the sensual identifiers of a brand. Most are visual and symbolic. But never rule out oral or olfactory ones.

The list goes like this: logos, colours, shapes or patterns, fonts, founders (and their image), packaging, characters, locations and celebrities (that don’t spread themselves too thin).

Codes ensure that a brand looks like itself. And that it says, “here I am, it’s me” to its customer. And while that sounds like a simple objective, it’s one of the most important and least successfully achieved objectives of most large brands.

What do codes do?

Whilst the importance of differentiation cannot be understated, we often forget that all of our differentiation is worthless if we don’t first become noticed and recognised by the consumer.

Remember, no one is as close to your brand as you. No matter how much effort goes into the pantones or pigmentation of packaging, your target consumers rarely notice or even care. People engage with marketing in an incredibly partial, low-involvement and uninterested manner. That’s just fact. So yes, you need differentiation to stand apart from competitors, but first you need distinctiveness to stand forward in a consumer’s consciousness. That’s what codes are for. Without codes, how can your consumers link any ad back to your brand? They can’t. So, you better get started.

 

CHALLENGE ONE:
Finding Your Codes

Let’s start with the basics. Your first job is to dig up the codes that make your brand your brand. These aren’t just the obvious things like your logo or colours. We’re talking about the full sensory experience—the smells, the sounds, the weird little quirks that, when combined,  make your brand unmistakable. Think KFC’s Colonel Saunders, Burberry’s infamous check or Coca Cola’s signature white swirl. So, how do you crack your own codes?

Raid the Attic:

Whether your brand is 200 years old or 20, you’ll be dealt some codes from the hand of history. So it’s time to look at all the things that came before. Campaigns, packaging, even the founder’s terrible 80s headshot if it helps. Codes can come from anywhere—sometimes planned or totally by accident.

Don’t Be a Hoarder:

Just because something can be a code doesn’t mean it should be. Pick the ones that’ll really set you apart in the market. Remember, even the big players struggle to juggle multiple codes. So, create a long list of codes with the goal of selecting 3 or 4 main contenders, maximum.

CHALLENGE 2:
Choosing Your Codes

Now that you’ve unearthed a pile of potential codes, it’s time to sift through them and pick the gems. Your palette is the toolkit you’ll use to craft a brand identity that’s as unique as it is consistent. Imagine your codes as a hand of cards, you need to strategically play the ones that you think will have the most impact. But how do you figure out the best strategy?

Call in the Creatives:

Get your creative team involved. They’ve got the eye you might be lacking. They’re the ones who’ll help you figure out which codes have legs and which ones should be tossed in the bin.

Look to your Loyalists:

Don’t just trust your gut—get real feedback. From real customers. Whether it’s focus groups or a Distinctive Asset Grid, finding out which codes resonate with your audience is a great way to mainline the brand image.

CHALLENGE 3:
Applying Your Codes

Here’s where the real work begins. It’s not enough to pick a few codes—you’ve got to use them. And then use them again. And again. We’re not just talking about logomania. Codifying means applying all of your selected brand codes across every single touchpoint with a relentless consistency. Most companies simply don’t codify enough. So, here’s a few reminders…

Go All In:
Every ad, every package, every social media post should scream your brand’s identity. If you’re not sick of your codes, you’re simply not using them enough.

Codify, Codify, Codify:
Think you’re overdoing it? You’re probably just getting started. Keep pushing until your agency begs you to stop. Then do it some more. Remember, this isn’t about you, it’s about your apathetic audience.

CHALLENGE 4:
Keeping Codes Fresh

Once your codes are well-established, it’s time to have a little fun. But a word of caution: code play is not for the faint of heart. It’s about refreshing and revitalising your brand without losing sight of the identity you’ve built.

So, how do you crack it?

Flip It, Reverse It:

Only once your codes are deeply ingrained, can you start to play around with them. Tweak them, reverse them, bring in collaborators, but tread carefully. Play your hand too early, and you risk diluting the very codes you’ve worked so hard to establish.

Are you crazy about coding yet?

When done right, brand codes don’t just make your brand recognisable; they make it unforgettable. Codes bolster your brand image. Codes shorten the last two feet; making the difference between preference and purchase.

Out there in the real world, no one’s as obsessed with your brand as you are. Your codes are the glue that holds everything together. And believe it or not, when they’re present everywhere, codes can even bridge the gap between the seemingly disparate long and short of it.

So, the time is upon us. Go forth and codify. And when you think you’ve done it enough?

Do it some more.

Get confident with codes and learn what it takes to become the next best brand manager with the Mini MBA in Brand Management.