When it comes to branding, few things are as powerful - or as emotionally charged - as a flag.
Long before we had logos, social media avatars, or TikTok trends, people used flags to show who they were and what they stood for. Flags are bold, symbolic, and instantly recognisable. They speak volumes without saying a word. They grab attention. They stir emotions. And, like all strong brand signals, they mean different things to different people.
One flag, many meanings
Take the Union Flag. For some, it represents pride, unity, and shared history - especially on days like VE Day. For others, it's been misused by extremist groups and now feels like a symbol of nationalism or exclusion. Same flag, very different meanings. The message depends on who's waving it, where, and why.
The same is true for the Pride flag or the Trans flag. These have become powerful signs of visibility, support, and belonging for LGBTQ+ communities. You see them at Pride events, in store windows, brand campaigns, and social bios. Many people see them as symbols for progress. But not everyone feels that way - some react with discomfort or even hostility.
What this means for brands
Symbols, whether literal flags or visual cues in your branding, carry weight. They don't just communicate a message - they invite a reaction. And in our highly connected world, those reactions can vary wildly. People will interpret your symbols through their own experiences, beliefs, and emotions.
This is why it matters so much for brands to think carefully about the symbols they use.
At Bray St. we believe branding isn't just about how you look - it's about what you stand for. Every part of your brand - your logo, your tone of voice, the movements you support - is part of the conversation. Sometimes it welcomes people in. Other times, it pushes people away. It's not always a bad thing, but it should never be accidental.
The power - and risk - of taking a stand
Using a symbol, whether a flag or a hashtag, is a bold move. It says: "This is who we are/ This is what matters to us."
But with that boldness comes responsibility. When you align with a symbol, you also align with everything people associate with it - the pride, the pain, the politics. That connection can build deep trust, or it can invite criticism. Often, it does both.
The most thoughtful brands don't just follow trends - they ask tough questions:
Does this truly reflect our values?
Will our audience trust us more because of it?
Are we ready to stand by this even when it's uncomfortable?
Because here's the truth: there's no such thing as a neutral symbol anymore. Every flag, like every brand, carries stories - some joyful, some painful, all meaningful.
Branding with purpose
As marketers and brand leaders, we have a responsibility to understand the full picture. Not just the message we want to send, but how that message lands. We need to move beyond surface-level engagement and into meaningful, intentional communication.
So, the next time your brand considers flying a flag - literally or metaphorically - ask more than just, "Will this get engagement?" Ask:
"What are we really saying?"
"Who are we standing with?"
"Are we ready for the story that comes with it?"
Because in the end, branding isn't just about standing out. It's about standing for something.