What makes iconic brands

There is no doubt that consistency and patience are required in order to successfully build a brand in the long-term. With just two references, this brand has been the undisputed market leader for years.

This is our brand-leadership promise. We support our customers on their way to success and support their products as they develop into iconic brands.

We are passionate about working with both proprietary brands and exclusive brands. It closes gaps in the range and is distinguished by a sophisticated and unique positioning. It offers attractive added value and, in terms of price, is positioned between the classical brand and the proprietary brand and impresses the consumers with its innovative strength.

Brands stand for certain values. What would the world-famous Toblerone be without the Matterhorn? Work closely with your creative agency to construct an identity that perfectly conveys these values. As well as showcasing your corporate values, an iconic brand needs to tell powerful stories.

The best brands such as Harley Davidson, Apple, and Virgin, have resonating stories that touch their consumers. Whether you make them laugh, cry, or just think; telling stories through your brand identity is vital. This all helps towards building your brands reputation , and helping your identity become iconic.

No matter where their logo, advertisement, or promotional campaign is placed; their branding stays the same. Keeping things consistent will also help your brand become more recognisable.

As audiences begin to recognise your brand, they will begin associating certain colours, shapes, and phrases with your company. It is this that helps your corporate identity become iconic. How much were you spending?

What was working? How much time was it taking? Right Now: What marketing activity are you doing now compared to before the lockdown - is it the same or has it dropped off?

How are you promoting the parts of your business that are still trading or have the ability to trade if you made some adjustments? How are you keeping in touch with your customer base - key clients in particular? How are you managing the fall-out of letting customers down due to the current restrictions in place? How are you educating potential new customers on your USPs, your story and why they should choose you?

Planning: Think about the activities you need to be doing to keep your head above water and what you need to be doing to prepare for the restart after the lockdown is lifted and the recovery starts? If you can, set targets and work backwards from those targets to develop bite-size mini targets to attack one at a time.

Right Now Communication: What communication channels are available to you social media, email, newsletters, PR, etc. What do you need to communicate with existing customers? What do you need to tell potential customers? What do you need to say to your team? How often can you communicate? Who will do it? Advertising: Can you negotiate preferential rates with advertisers during lockdown?

Can you secure better positions that competitors may have vacated? Are there digital platforms Google, etc. Can you arrange something small now that gives you a great advertising spot when things are about to return to normal?

Promotions: Do you have lots of stock you can offer at a discounted rate right now? Can you "beef up" the service you give customers, so they get more for less? Suppliers: Has your supply chain changed during lockdown?

Will it return to normal? If not, who is out there that can replace suppliers? How quickly can you get your suppliers to react when the date to lift the lockdown is announced? Is there a delay? If so, how will this impact on your ability to restart? For the "restart. Will they have an immediate need? Where are they? How to you contact them? What are you saying to them?

How will you tell your story and differentiate from the competition? What are the main products you want to shout about when things get back to normal? Will you offer a promotion? What is it?

How will people access it? How will you shout about it? Do you want to initiate an advertising campaign - what does it look like? If you will have a minimal marketing budget, how will you maximise it? Will you return to the "old" business model? Will the new way of working become the norm? Can you incorporate the two? How will you tell people? Who will undertake the marketing activity? Will they have the time and skillset? Prioritise Now, more than ever, you need to be talking about your business, its products and services, so make it a priority and make time for it.

Even if you're not trading - keep talking about your business. If you are trading, do people know? Seeking to build and grow your brand using the force of consumer insight, strategic foresight, creative disruption and technology prowess? Brand Names- Old V New! You are at: Home » Branding » What makes a brand iconic?

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