Using metaphors to communicate
From the beehive to the world of work, it's just a flap of the wings.
A metaphor is an age-old communication technique, a figure of speech based on an analogy[1], which is particularly popular for conveying messages to a variety of audiences. From classical literature to advertising and historical narratives, metaphors are widely used in many fields.
Add a string to your bow
The use of metaphors has many advantages, especially in the field of communication. Provided, of course, that you have mastered the art! It is not just a matter of drawing a parallel between two concepts, but rather of capturing the attention of the person you are talking to by stimulating their imagination. A good metaphor is both attractive and captivating. It tells a story that speaks to everyone.
More specifically, in the context of a communication campaign, the combination of a metaphor with a mascot can reinforce its impact on the target audience. This combination has many advantages:
- First of all, the originality of the approach makes it possible to stand out from the competition. Thus, while many companies may use metaphors, each is specific to the message it conveys.
- Secondly, the metaphor leaves a striking impression. By arousing curiosity and imagination, it is easier to remember.
- Finally, it allows the speaker to identify with the concept, the message being conveyed. Indeed, a metaphor brings a simple idea to life and makes it much more accessible. In the same way, personifying it in the form of a mascot offers a visual identity that increases this proximity.
Illustrate your messages
In order to create a metaphor that is both meaningful and appealing, you need to take some time for reflection. While creativity and inspiration are important, it is also important not to rush into anything…
Before you start, you must identify your target audience, as a communication campaign will not address all audiences in the same way. Then, the key message to be conveyed should be clearly specified: “What is the main information that the public should retain? What should the message inspire them to do? Once these two elements are defined, the brainstorming can begin!
Whatever metaphor you choose, and whether or not it is accompanied by a mascot, it is essential to bring it to life. A simple analogy used occasionally will have much less impact than a metaphor used regularly. So don’t hesitate, get your metaphors out there!
Reveal your inner bee
In the course of its lifetime, a bee takes on seven to eight different jobs. And with each change comes a period of learning! Nurse, caretaker, forager, etc. The bee then learns about its new tasks and responsibilities in order to fulfil its role to the best of its ability. Fulfilled in their new position, each of them contributes to the balance and success of the hive.
Regardless of whether they have a production or support function, the bees keep their objective in mind and do not lose their way. In the hive, everyone knows their role and what they have to do. This organisation guarantees good teamwork and the smooth and efficient running of the colony.
Doesn't that remind you of something? The world of business, of course!
Like bees, it is not uncommon for a person to occupy several different positions in the course of his or her career. Each of these changes is legitimately accompanied by a personal questioning: How can I choose the “right job”? How do I progress from one job to another? How do I develop the necessary skills and let my talents express themselves? Am I really competent for this job? Will I succeed?
Be Yourself helps you find the answers to these questions. Our coaching helps you to get to know yourself better, to develop and move forward in your career path!
Aliénor Bianchi
Expert in Human Capital Management @ MindForest
[1] Aristote (trad. Pierre Chiron) – Rhétorique – Paris, Flammarion, coll. « Garnier Flammarion », 2007, 570 p. (ISBN 2080711350)
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