If you ask two or more brand experts what, according to them, constitutes an iconic brand and how various products and companies in fact become iconic, each of them will probably give a different answer.

Interestingly, though, if you request that they put together a list of the most iconic brands in the world, their choices are likely to be very similar, if not the same.

There is no clear formula describing how to become an iconic brand. The process is long, painful and never-ending, but definitely worthwhile. An iconic status is to a high degree a guarantee of the high mental availability of the brand, which, when combined with its physical availability, inevitably leads to commercial success. There are a number of criteria determining whether a brand is iconic or “merely” well-known, and we believe that the following four matter the most:

1. A relevant proposition (not necessarily highly unique) resonating with wide, global audiences.

2. Unmistakable branding based on strong brand assets, making a brand easily recognizable and distinctive.

3. Strategic and executional consistency– iconic brands, even when adapting to new market conditions, stick to both their brand strategy and their visual codes for decades and don’t reposition or rebrand themselves unnecessarily.

4. Brand Purpose: A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit.

Smart brands know a logo is a powerful storytelling device. Today’s iconic brand symbols enjoy their status because they have instant associations with moments, emotions, and attitudes. But they don’t start like this. They earn that space in the consumer’s mind.

To forge this bond with an audience, your brand must take the time to learn and listen. That process opens up big questions about the brand you are, and the brand you want to be one, five, or ten years down the line.

Impactful brand storytelling should make waves, but if it doesn’t have a foundation of research justifying it, success is just luck. That’s why our Branding process starts with research every time.

At Xact Studio, we value our clients’ creative identities, and offer solutions that sync with their strategic aspirations.

This article is the first in the series of articles explaining the brand strategies, positioning and how to set a clear marketing strategies for your brand so stay tuned!