March 28, 2019

What does it take for your business brand to become iconic?

Soon Yu, a design and innovation designer and author of Iconic Advantage: Don’t Chase the New, Innovate the Old, suggests:

  • Be Unique: Develop “noticing power.” A product should have an element that differentiates it from the competition and grabs people’s attention. For example, Nike’s point of difference was superior performance during physical activities. The company developed the Nike Air Max in 1987 with a visible air pocket. Most sneakers lose about 40% of the cushion over their lifetime, but an air pocket maintains its bounce.
  • Continue to Innovate: Return to the elements that made you popular in the first place. A common mistake older companies make is to rest on their laurels with recognizable products, which typically bring in the most revenue, and focus on chasing something new and shiny. Instead, infuse newness into your signature product.
  • Turn Loyal Customers Into Spokespersons: Many companies make the mistake of focusing on ad impressions and developing expensive media plans. Instead, they should focus on a product that is adored by a small group of people and understand the elements that elicit this passion. It’s better to be indispensable to 100 people, than to be recognizable to 1 million.
  • An Eye-Catching Logo Isn’t Everything: If a logo doesn’t have a story of meaning behind it, it’s less powerful. Apple, for example, went after the education market and its logo represented the idea of bringing an apple a day to a teacher. Its logo became more than just a recognized symbol for the business. It went beyond and infused meaning.