What Do Iconic Brands Have in Common?
These days, iconic brands need to build trust, create engagement, and wow customers at every turn. At the same time, they have to stand out from the competition and remain top of mind with customers. But what do legendary brands have in common? What elements make an iconic brand so successful and remembered over time? Here are the key ideas to consider if you want to build your own iconic brand.
What Is an Iconic Brand?
An iconic brand is one that stands out from the crowd – often because of its reputation and unique attributes that have attributed to its success over time. In other words, it’s a brand that is immediately recognizable, even to those with no prior experience or exposure to the brand. This type of brand has strong consumer loyalty and typically has a distinct value proposition that sets it apart from competitors.
The Value of Being Iconic
The benefits of being an iconic brand are numerous. For example, it can help open doors and increase visibility. When your company is an iconic brand, it has greater leverage with suppliers, partners, media outlets and even talent. In addition, you can increase the perceived value of your product. Being an iconic brand is a powerful opportunity to tap into the collective value of your brand with the larger consumer base.
The Road to Iconic Status
It’s one thing to aspire to being an iconic brand, but it’s quite another to become one. Building an iconic brand requires a certain set of steps. Many popular iconic brands have created a unique brand story that resonates with customers and continues to define the brand to this day. It takes time to weave that brand story and establish trust, credentials and a loyal following of customers.
Tips For Building an Iconic Brand
Here are a few tips to consider when building an iconic brand:
- Create a Unique Brand Story
Creating a compelling brand story is critical for establishing an iconic brand. Consumers are much more likely to relate to a brand that has a unique story because it makes them part of something special. An effective brand story should explain who you are, what makes you unique and why they should care. It should be creative yet simple, emotional and powerful.
- Leverage Visuals & Packaging
Iconic brands leverage creative visuals and packaging to make them stand out. To get consumers attention, you have to create something unique – whether it’s your logo, colors, or packaging. Your visual cues are a key part to differentiate your brand and set it apart from the competition.
- Invest in Customer Experience
Building an iconic brand is about more than just effective visuals and packaging; it’s about creating an outstanding customer experience. You should always aim for a seamless customer journey and provide customers with the tools and assistance they need to get what they need from your brand.
- Foster Engagement
Engagement is essential for iconic brands. You need to get people talking about your brand and create word-of-mouth marketing. This could include something as simple as being active on social media or creating a loyalty program to reward customers and keep them coming back.
- Innovate & Evolve
Once you establish a successful and recognizable brand, the next step is to stay ahead of the curve. Iconic brands never rest on their laurels but are always pushing boundaries. They experiment with new ideas, test their assumptions and stay one step ahead of the competition.
- Build Relationships & Loyalty
Building relationships and fostering customer loyalty are two key tenets of every iconic brand. Invest in building relationships with customers, partners and influencers. Also, create loyalty programs that offer rewards and discounts to encourage customers to remain loyal to your brand.
- Monitor Brand Equity & Reputation
It’s impossible to have an iconic brand without first establishing a strong brand equity and reputation. Monitor your brand, review feedback from customers and respond to negative comments in a timely fashion. Remember, brand perception is essential, and it is up to you to build and maintain it.
Common Attributes of Iconic Brands
Iconic brands share several common attributes. They all:
- Have an iconic logo, brand colors and visuals
- Have a distinct and compelling brand story
- Understand the customer’s mind-set, interests and desires
- Invest in customer experience
- Foster engagement
- Innovate and evolve
- Build relationships and loyalty
- Monitor brand equity and reputation
All iconic brands have a few common attributes that have set them apart from the crowd, including a unique and compelling brand story, a focus on customer experience and the ability to foster relationships and loyalty. By having the right combination of these qualities, you can build an iconic brand of your own.
