An example of how sociological doxa can be applied in brand development is by focusing on the importance of values and beliefs. In many cultures and societies, there are common values that people share. A brand that addresses these values and integrates them into its brand identity can strengthen customer loyalty.

In addition, emphasizing social structures in sociological doxa is essential. Social structures such as gender, age, social class, or ethnicity can be crucial factors in developing a brand identity. Theoretically, it is assumed that there is not only one doxa. Each social milieu, with its subgroups, operates within an individual doxa that is entirely based on its own values and ideas. A brand that considers these factors and integrates them into its advertising and marketing can be successful by making a connection with its audience.

Design is an essential component of branding and plays a critical role in designing the visual identity of a brand. When designing a brand, doxa can also help to decide on certain fundamental pillars of the design already in the strategic phase. This also avoids design being evaluated only on a personal taste basis, which often has little in common with the ideas of the desired target audiences.

Colors are an easy-to-understand example of using doxa. They often have cultural meanings and can trigger strong emotional reactions. Sociological doxa can help understand the meaning of colors in a particular culture or society and ensure that the brand design takes these meanings into account. For example, in many cultures, red is a color associated with passion and energy, while blue is often associated with trust and security. However, we would not recommend deciding on colors solely based on doxa, as these decisions must be made much more connoted. Doxa can be applied to a basic tendency, however.

Another example is the use of images (or visual language in branding). Images can often reflect stereotypes and social norms and influence how the target audience perceives the brand. Sociological doxa can help ensure that the brand design takes a broader range of perspectives and experiences into account and avoids reproducing stereotypical representations or exclusion.

The use of sociological doxa in branding can be further optimized by incorporating the use of social milieus and personas. Social milieus are groups of people who share similar social experiences, interests, and values. By understanding the social milieus of a target audience better, one can align the brand image more effectively with their needs and desires. Personas are virtual individuals that can be used to test theories exemplarily in a planning game.

These social tools in combination can already help in the conception phase to better adapt the brand image to the needs and desires of target audience clusters and to strengthen their connection to the brand. The aim is to build a deeper connection and relationship between the brand and future user groups.

Overall, the application of sociological doxa in the development of a brand identity can help to establish a connection with the audience, differentiate oneself in their opinion, and build a strong brand. However, it is important that this application is based on a critical examination of the underlying assumptions and beliefs and that it is done with care and sensitivity. Optimization of the use of doxa, social milieus, and personas can be done with the help of a market research institute. This can help to identify and understand the different social milieus within the target audience.

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