What Plato’s Horse Can Teach Us About Branding

When people hear the word “brand,” many immediately think of logos, colour palettes, or clever taglines. But if you’ve read The Brand Gap by Marty Neumeier, you know that a brand isn’t what you say it is, it’s what they say it is.

To explain this idea, Neumeier uses a brilliant analogy pulled from the world of philosophy, Plato’s horse.

What Is Plato’s Horse?

Plato, the ancient Greek philosopher, proposed that when we think of something like a “horse,” we don’t rely on a checklist of physical traits. Sure, most horses have four legs, a mane, a tail, and hooves. But that’s not how we identify them. Instead, we rely on a mental image, a shared idea of what a horse is. We recognise its essence, not just its parts. No matter the breed, size, or colour, we instinctively understand what makes a horse… a horse.

So, What Does This Have to Do with Branding?

Brands work the same way. They exist not as a sum of features, but as ideas in people’s minds.

Take Apple, for example. Technically, it’s a tech company that makes phones, laptops, and software. But in the minds of consumers,
Apple represents so much more: innovation, simplicity, design excellence, and a lifestyle choice. Or think about Nike. It’s more than sneakers and athletic gear, it’s about motivation, pushing limits, and believing in yourself. These are not just companies. They’re mental shortcuts. Gut feelings. Ideas we instantly recognise.

Branding Is the Management of Meaning

As Neumeier puts it, “Branding is the management of meaning.” It’s not about stacking up features or shouting the loudest. It’s about shaping how people perceive you and making sure their perception aligns with your values, personality, and goals. You can have the best product or service in the world, but if the idea of your brand isn’t clear, compelling, or consistent, it won’t stick.

How Do You Want Your Brand to Be Recognised?

Your brand already exists in people’s minds, whether you’ve shaped it intentionally or not. The real question is: Are you happy with how it’s being perceived? Or is it time for a refresh?

If you’re ready to build a brand that people instantly “get,” one that sparks the right feeling at first glance, I’d love to help you shape that idea.

Need help clarifying your brand’s essence? Feel free to reach out via the contact tab. I’m always up for a chat.