We all know that brands are important, but how do they become icons? Douglas B. Holt has the answer in this book he wrote on branding and marketing. He defines an icon not just as something you see every day, like your car or house.
Rather it’s more than these things because customers rely heavily upon them for their identity while also connecting with other people who identify themselves through similar products.
As he outlined, at least three steps must take place before anyone can be considered “an iconic” brand.
- First, there needs to exist strong core values, which then leads to
- a marketing strategy
- followed by the brand becoming socially significant, which leads to
- gaining iconic status.
He lists four different types of brands that can achieve this level of success; he calls these categories Iconic Masters, Icons, Anti-Icons, and Disasters.
Iconic Masters are basically institutions with strong core values; brands like the Olympics, Apple, and Nike are examples.
Icons have become globally recognized for their own sake rather than because they represent something else like the United Parcel Service or Coca-Cola (Iconic Masters).
Anti-icons, on the other hand, embody values against which people measure themselves. Anti-icons are polarizing, but they always become sources of negative energy. For example, rock music, tattoos, and piercings are common anti-icons as some people see them as expressions of nonconformity while others view them as dangerous or offensive.
Disasters are brands that have done everything wrong to the point where they have created a new product category. Sony Betamax and New Coke are examples of this. Not only did the product fail, but it brought down their whole company with them.
This categorization schema is easy to understand however it is very limiting in that there are more than four types of brands out there. Also, the branding process isn’t as simple as these steps might make you think. Marketing campaigns can be tough to pull off, and what works for one company may not work for another.
In any case, the following are lessons from How Brands Become Icons by Douglas B. Holt:
1. A strong brand provides a blueprint for the company’s future.
The first lesson comes from Holt’s observation that most companies do not plan their brands past the initial launch stage. Instead, they hope for some magic to happen so they can start making money. But, as Holt explains, it is tough to get a brand right at launch because certain things need to be in place before one even begins.
He describes branding as a product or service that does not exist until the company proclaims it. Customers do not see this existence; however, they are aware of its importance. They are also able to sense when brands are lacking something because their core values are weak.
2. The relationship between brand and culture is reciprocal
What starts as an advertising campaign eventually becomes a cultural movement.
Although the product’s initial launch may take up most of the money and resources, it is not enough to cover other activities like marketing or promotion. Rather the public needs to be aware that this new brand exists to begin associating themselves with it.
As people learn more about what your product represents, they also begin to modify their culture to reflect this. Holt believes that the brand becomes a part of the consumer’s identity, and that is why it is so hard for people to let go once they have invested in something.
3. Communication should be distinctive rather than continuous
For brands to become icons, they need an image that you can sum up in a single thought or expression.
Brands need to be distinctive rather than continuous, which means they cannot rely on any particular advertising campaign, marketing strategy, or product to gain success. They instead need to create a lasting impression of what makes them distinct and trustworthy and then build upon this.
If people do not know what to expect from your brand, they will not be interested in it. However, if you can deliver what you promised at the very beginning, people will begin trusting you with their money and resources, which allows for continued growth.
4. The product needs to make promises
Holt believes that distinctive brands need merit, which can only come about if they add value to the customer’s life. Brands need to understand why people are attracted to them and what they can offer in return.
This understanding of “promise” comes from thorough research and market analysis. Not only do you need to know who your target audience is and what problems they might be having, but you also need to know what your company can do to solve them.
Creating promises also means that the product needs to stand out in some way so people will come back for more. This is why brands need to build upon their initial image and continue refining it until they are satisfied with the results.
5. You must communicate a brand’s meaning consistently throughout its life.
If people build a relationship with your brand, they need consistency in the messages you relay.
This is not to say that brands cannot ever change their direction, but they need to consider whether the proposed changes will strengthen or weaken their initial promise and how it might affect consumers.
To ensure consistency, companies must have a clear vision of what they want their brand to stand for and the direction in which they wish to take it. This will help them refine or rework existing strategies, focusing on what has been working so far and eliminating anything unnecessary.
6. Brands need advocates if they are to grow successfully
When brands do not have enough time or resources to build awareness amongst the public, to begin with, they need people who are willing to stand up and become their brand advocates. This means that many companies will look for celebrities or influential people who have a large following on social media to take a stance so they can spread the word from there.
They cannot rely on this, however, as it is not always going to work. Instead, they need to combine this method with their original marketing strategy and make the most of what they have available.
7. Brands should resist fads and trends
For a brand to become iconic, it cannot follow every trend that comes along or change its direction based on what is popular at the moment. Instead, it needs to have a solid foundation to grow and remain successful in the long run.
According to Holt, fads and trends change a lot, so if you follow one today, you will likely be left behind tomorrow. Your brand should instead focus on creating value for customers and staying true to its initial promise rather than trying to follow every fad that comes along.
8. Brands need to be adaptable if they are to survive
Whether your brand is iconic or not, it needs to adapt to stay successful in the long run. This means considering every possible avenue available and building upon what you already have so that change can be made when necessary without destroying all of your previous work.
9. Brands need to keep things fresh, even over a long period
For your brand to become iconic, it needs to be distinctive so people will remember it in the future. If you manage to accomplish this feat, you need to concentrate on maintaining its reputation and staying ahead of the competition by adjusting when necessary without any major changes to the company.
This means continuing your original promise in a way that will make it stand out, whether this be through staying active in social media or delivering new products which are related to what you already have available.