Four Characteristics of Iconic Brands
There are plenty of successful brands, ones that dominate their markets and achieve substantial awareness and loyalty from their audiences. Then there are the ones that need no introduction, the ones that with a single phrase or a splash of colour generate global recognition.
So how do they do it? How do they become a cultural phenomenon and inspire an unbreakable loyalty with their fans? How do they inspire, influence, and achieve truly unforgettable status?
“It’s important to have a story that people can understand and connect with,” said Jennifer Eggers, group director of brand communication at branding firm Siegel+Gale. “Especially with newer brands, people care and expect that the brand is coming into existence for a good reason – to solve a problem, to change how we do things, to meet a specific need – and the story is central to communicating the brand’s purpose.”
Developing a solid brand story is a crucial first step in defining a solid Brand Strategy and it’s also crucial in creating compelling content, establishing a brand tone of voice, and in creating a distinct visual brand identity.
Here are six ways you can develop a compelling brand story.
Karina Tes via Unsplash
“Tell me a fact and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.”
1. They are masters in storytelling
These businesses tug at the heartstrings and know how to connect with their audiences on a deeper level. Instead of throwing facts, statistics, and testimonials at an audience, storytelling makes a brand thoughtful, memorable, and real. There’s an old proverb that says “Tell me a fact and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever”. Wrapping your message in a narrative simplifies information, transports people, and provokes an emotional response.
2. They are rooted in something meaningful
Iconic brands go beyond functional benefits and tap into the values of society. They concentrate on people, not the products or services. Their purpose and values reflect the beliefs and concerns of their target audience, making it easier for them to connect with even the most complex customers. They communicate how they will improve the lives of their customers. For instance, people don’t buy Nike for mid-priced athletic gear, they buy inspiration; a brand that lifts every athlete to new heights.
3. They have a visual language, not just a logo
These brands prevail because their visual identities are consistent, powerful, and easy-to-recognise. For instance, that tiny piece of red fabric contrasting against your favourite worn-in Levi’s has been around for more than 80 years. It’s become an enduring symbol of quality and craftsmanship, synonymous with the brand. Their logo may have gone through some iterations over the years, but that small red tab - combined with any image or message - is forever recognisable. And iconic.
4. They have a distinct voice
Not only do they craft memorable stories, operate with a meaningful purpose, and present consistent visual identities but iconic brands do all three with a distinct voice and personality. They are HUMAN brands. Whether it’s communicated through a six-figure ad campaign, a client call, or a social media caption, the same voice shines through. Like an old friend their language, tone, and personality are consistent across any brand touchpoint. That consistency creates familiarity, familiarity breeds trust, and trust creates an iconic brand.