People will wear an identity that puts them in a story; the mission, the values, the fight of the ship. What makes a person show the world their passions? It’s called social signaling; it’s how we show our expertise, our uniqueness, and our passions. 

Social Signaling plays a significant role in driving our conversations. People signal to society their uniqueness, their expertise, and their passions by talking about brands, organizations, products, and movements they uniquely identify with. 

We carry these symbols throughout our lives in the real world and digital world. Today an advocate isn’t going to wear a brand-standards manual on their chest. People will wear an identity that puts them in a story; the mission, the values, the fight of the ship. A wise person once said, “We want to be a part of something bigger than ourselves.” 

Think Flag, not Logo

By thinking flag, not logo, we can move beyond just a symbol into a collective community-owned identity. 

Why is it that a flag created by a not-so-famous pirate (Jack Rackham) is still a cultural symbol over 300 years later? It’s the mythology. Thanks to the stories that we hear, that we collect and enrich—we have a common understanding of pirates. The simple symbolism of the skull and bones perfectly symbolize those myths, both real and fictional. 

The skull and bones flag of pirates (the Jolly Roger) wasn’t just a cute mascot. The black flag was a symbol of the nation of people on that ship and a signal to spark fear in those they challenged for plunder. 

Your ship’s flag should be community-owned 

Your goal is to build a powerful identity that empowers your customers (aka your community citizens) to take up the flag and carry it with them in their lives. 

Link to Good Flag, Bad Flag compiled by Ted Kaye:

https://www.amazon.com/gp/product/097477281X/ref=dbs_a_def_rwt_hsch_vapi_taft_p1_i0