All brands strive to be iconic. But, What attributes of your brand can you take advantage of to achieve that coveted statuette? In this article, we study some of the most iconic brands in the world and analyze the attributes of the product or service they have consistently delivered, which have elevated them to be recognized as truly iconic brands.
The first thing is that a brand, as a basic rule, have to have a great product or service, being excellent and being in the market consistently over time, which is why that act is one of the main keys on a brand's path to becoming an icon.
Another aspect of what a brand should do is focus on a key product or service, one that is really going to boost, supported by a huge strategy of marketing. It is precisely the constant marketing effort over time that will consolidate your brand in people's minds.
An icon can have something like shape, color, service, character or personality, and it has to be consistent with it over a long period of time. Now, this does not mean that a brand cannot evolve. All kinds of brands evolveLook at Coca-Cola, their logo has evolved over a hundred years, it is remarkably similar to what it used to be, but it has changed, they have made adjustments to keep it updated.
Forma
Coca-cola has used the classic shape of its bottle for over 100 years to position yourself in people's minds. It has become an iconic brand thanks to this. The silhouette of this bottle is known around the world and is probably the most recognized container on the planet.
Integrated
Brands can use the composition as an icon element, for example, the Marlboro brand has constantly used for decades on its cigarette boxes, the red shape at the top, its logo at the bottom and the symbol in the middle. It has become an icon thanks to the fact that they have maintained this composition over time.
Functionality
Another lever they can pull is the functionality of your product. Converse All Star boots are an icon thanks to their functionality (as well as their colors, logo, and shape), but the functionality of the ankle supportor it was one of the keys.
Technology
This can also be an iconic aspect of a brand. Apple has used technology in its innovations, and this has become its flag. There is even a culture of exclusive consumption of Apple brand products within its users.
Characters
Also used as elements in the construction of a brand. Disney's famous Mickey Mouse has been around for over a hundred years and its positioning is such that with only the silhouette of his ears we can recognize him.
Costumer
A clear example of this could come from the slogan “What happens in Vegas stays in Vegas"When you say Las Vegas you mean parties, drinks, nightlife and shows.
Color
If we propose turquoise boxes with a white bow, the Tiffany brand immediately comes to mind. And the reason for that is because they have been constantly wearing Pantone 1837 color for a long time. It is even registered as Tiffany blue.
Symbols
McDonald's has used its Golden arches on all its packaging and advertisements for decades. And they are so iconic that when we see them alone, we already know who they are.
Packing
The Kentucky Fried Chicken bucket, its particular shape is completely owned by the brand.
Innovation
The iconic Volkswagen Beetle, which was released during WWII. The aerodynamic shape of this vehicle was incredibly innovative for the time, and they have not changed it since then, and they are still being manufactured in Mexico.
Community
The entire iconic character of the Facebook brand is based on the community concept.
Lifestyle
A brand can also develop its iconography under a lifestyle, and Harley Davidson has known how to do this in an incredible way through its motorcycles. There are people who live the Harley Davidson lifestyle entirely, from tattoos to wearing clothing to handle motorcycles. Simply everything relative in a person's life is reflected by the brand.
Personality
Old Spice has done a great job of using the personality of Terry Crews or Isaiah Mustafa in your advertisements.
Sounds
The musical tone of Intel Inside ... pumppumppump!
Verb
When the mark becomes a verb. For example "Google it".
Source - Philip VanDusen