Iconic brands evoke great emotion. You say Nike and immediately your senses are enveloped with sweat, focus, determination, movement, motivation and images of the highest-caliber athletes. Nike is more than just an smart marketer who has told consumers a consistent story. It’s beyond that. Nike is an iconic brand that has become a symbol for action.

Iconic brands are simply shorthand for a set of ideas or values that a society deems important. They become synonymous with the ideas and values they stand for. Absolutely interchangeable.

You may be thinking, easy for Nike to do on their budget. But guess what, you don’t need a lot of cash to achieve icon status. You just need to be smart about how you approach your brand.

To start with, think about the society you are trying to motivate. Think of your tribe. Your core following. And ask yourself, what’s important to them? What does my tribe value? What do they seek out?

Then with your tribe in mind ask yourself:
What does your brand stand for?
What does it stand against?
What adjectives, imagery, feelings should be synonymous with your brand?

Make sure your tribe is passionate about what your brand ultimately stands for and against.

With answers to the above, you’ve created your compass, your anchor, your symbol. Now go ahead and “just do it.” – Margaret