• by Carla Stratfold , June 30, 2009

An iconic brand is a powerful asset. These brands become part of our lives and stand the test of time. Think what our culture would be like without brands such as Apple, Coca-Cola, and Target. The Nike "swoosh" remains a powerful symbol today, more than 37 years after its creation.

It's every manager's dream to build a brand that significantly impacts our culture. So what does it take for organizations to make their brands world famous? The reality is, brands don't become iconic by chance. Achieving this status takes careful planning and execution.

If you're looking to build the next iconic brand keep in mind the following:

1. Establish brand trust. Most iconic brands have established trust not only with customers, but also with employees, partners and others. Trust is a key attribute for any brand, as it is the basis for its reputation. Nordstrom's legendary commitment to customer service has elevated its brand. It is now one of the most trusted retail brands through its promise of exceptional service during every interaction.

Trust also provides an opportunity for brands to grow and take new risks. For example, a customer that trusts your brand is more likely to purchase a new product based on previous experience.

2. Power your brand at all intersections. Brand managers often focus heavily on the logo, color scheme and tag line, neglecting the other intersections a brand touches. Iconic brands relay a powerful image and message at all touch points - billboards, ads, and tradeshow booths as well as customer service agents.

Consider Apple. Mac and iPod users are incredibly loyal, citing ease-of-use and simplicity as key attributes. Apple has worked hard to ensure these qualities are also extended to its retail stores, ads and packaging, which has helped in establishing a cult-like following of users.

3. Create customer relevance. A successful brand connects with its customers in a meaningful way. It is relevant and authentic while remaining synonymous with the organization's value proposition. At the same time, iconic brands adapt with the times.

An example of this is Safeway Select, Safeway's store brand. Safeway Select is a popular choice for consumers looking to purchase store-brand products over brand-name items during these tough economic times. In response to this demand, Safeway has been expanding its store-brand products to meet customer needs. This has inevitably led consumers to associate Safeway Select with cost-effective, quality products.

4. Infuse your brand with custom photography. The use of imagery has dramatically changed with new tools and software. These tools have enabled companies to be more creative with photography. Smart companies also invest in digital assets they can repurpose across all channels of advertising - TV commercials, print ads, and in the social media world.

T-Mobile, for example, leverages video, custom photos, logo animation and more in its branding efforts. As a client of ours, we have helped T-Mobile coordinate photo shoots across multiple locations to infuse campaigns with high-quality photography to create a connection with its audiences. The company's imagery, along with its famous use of pink, is very effective.

5. Share customer stories. These stories bring meaning and reality to the messages organizations communicate about their brand. Consider Tide detergent's 'Loads of Hope' campaign. Following the Hurricane Katrina disaster, Tide began providing laundry services to families and cleaned more than 10,000 loads of laundry. Today, Tide does not simply represent a laundry detergent, but also the company's commitment to helping families in need.

Building an iconic brand does not happen overnight; however, following these tips can help managers position their brands to stand the test of time.

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