The power of unique, memorable messaging.
I rediscovered this image… an interesting sign, and it’s still making me smile. The image is of a stick figure running away from a fire, clutching a pint glass, and following a big red arrow that might as well say, “Forget the exits, mate—save the beer!” It’s a brilliantly humorous twist on your typical emergency exit sign, but it’s also something more.
During my service as a Royal Marine signaller, I discovered communications in high-stakes situations. In the military, every message has to be clear, timely, and impossible to misinterpret—whether you’re in the arctic environment of Norway or the rain-soaked forest blocks of Sennybridge. The stakes are high, so we have to be certain that what we send is what gets received. And ironically, that’s not too far off from what makes a powerful brand message. In both scenarios, how well you’re understood could mean the difference between success and failure.
But what’s even more interesting to me—and what I now help businesses understand—is that it’s not just about clarity of messaging. It’s also about differentiation. In a crowded world where everyone’s jostling to be seen and heard, sometimes you have to break the mold and get your head above the parapet. If you’re not distinct, you’re largely invisible.
Communication Across Cultures
Reviewing my time in the Royal Marines, where I spent over a decade as a signaller—essentially, responsible for making sure our unit(s) could communicate quickly, clearly, and accurately across a variety of terrains in exercise and mission-critical scenarios. The Globe was my training ground, with exercises in places as different as the snowy wilderness of Norway and the sun-baked coastlines of the Mediterranean. This wasn’t just about military comms; it was also an exercise in understanding how communication changes across cultures, and mindsets.
During several multinational exercises, I had the opportunity to work alongside the Spanish, Greeks, Italians, and Dutch as the liaison between units. This is where I learned that a truly effective message needs to take into account how it’s received, not just how it’s sent. For example, a message that was an SOP (standard operating procedure) with our own forces might not lend itself in the same way in other foreign-friendly forces. This need for crystal-clear communication with a dose of cultural awareness has informed some understanding of brand semiotics.
From Survival Signals to Brand Semiotics
Semiotics is the study of symbols and signs, how we assign meaning to what we see, hear, and experience. In branding, this translates to the idea that a company’s identity, graphic devices, strapline, and overall style aren’t just “nice to have”; they’re crucial tools for creating associations in the mind of the consumer.
Here’s the twist: if you want people to remember your brand, you can’t just blend in with the crowd. You need to stand out. That’s what this pub sign did. It didn’t just communicate “emergency exit”; it communicated something cheeky and memorable that I’m unlikely to forget anytime soon.
Differentiation is a Strategy, Not a Risk
Many brands and businesses, in their pursuit of visibility, end up mimicking what’s “working” for others. But here’s the thing: being similar isn’t a good thing. A distinct difference from your competition can be your biggest strength. If everyone else is playing it safe with straightforward, literal messaging, don’t be afraid to add some personality, some humor, or even a little risk.
Take Apple, for example. In a world full of complex, tech-heavy ads, they went for simplicity. Or look at Harley-Davidson: they didn’t try to be sleek and sophisticated; they leaned into ruggedness and rebellion. Both brands stood out precisely because they didn’t try to blend in. They got their heads above the parapet and created an identity that’s impossible to ignore.
The Power of Distinct Messaging
This brings us back to brand semiotics. It’s not just about creating a message that’s clear and easy to understand; it’s about making it memorable and different. A truly great brand message doesn’t just inform—it creates an emotional connection. When people see a well-designed symbol or read a memorable strapline, it should stick. And often, the messages that stick are the ones that aren’t afraid to be a bit playful, quirky, or even controversial.
So, if your brand’s message looks and sounds like every other brand in your industry, it’s time to shake things up. Don’t be afraid to show a bit of humor, like this pub sign, or to lean into what makes your brand unique. Sometimes the most effective message is the one that gets a double-take or a laugh. Because when people remember how your brand made them feel, they’re more likely to remember your brand itself.
From Military Signals to Brand Communication
Who would’ve thought that 11 years of signaling and navigating language barriers in the Royal Marines would eventually lead me here, to a passion for brand semiotics? And yet, it’s the perfect fit. In the Marines, I learned that a message needs to be clear, . In branding, I’ve learned that a message also needs to be memorable and distinct.
A small takeaway for business out there: Don’t blend in. Be bold, be clear, and don’t be afraid to get a little playful. Because when you step out from the crowd and communicate with authenticity and personality, people don’t just hear you—they remember you.
And if all else fails… at least save the beer. 🍻
