Margaritaville & Big Macs: Is Your Brand Iconic?

Cookie cutter never became iconic.

  Here’s how to begin to create your iconic brand.

CELEB STATUS: Crews test out the engines of Jimmy Buffett’s new Surfari 48 in Washington, NC, before it makes the trek to southeast Florida. Photo credit Washington Daily News

HAVEN’S WHARF: Photo taken here in Washington, NC, where Jimmy docked his boat at one of my home mooring marinas. Photo credit Haven’s Wharf

Margaritaville, Parrotheads, Island Life! I bet you already know whose iconically cool brand that is. Make no mistake, Jimmy Buffet did not become a cultural icon because of his voice. Instead, he and his brand sell a lifestyle that so many dream of. His brand is brilliant and has created a nation of over-the-top, exuberant, and loyal followers. The Jimmy Buffet brand is on-point consistent. Even his aqua-colored boat is in line with his ocean/island-centered brand.

What makes a brand iconic? You’re driving down the interstate, and you’re craving a fast food burger. “Let’s pull over at the next Burger Barn,” say very few people ever. You might actually choose Burger King or Wendy’s or even Taco Bell, but statistically what most people say is, “Let’s find the next McDonald’s.” The golden arches. One billion sold. Ronald McDonald. The Big Mac. Whether you eat them or not, when I said those things, an image popped into your mind. That’s an iconic brand!

Talk about being widely known and recognized! Speaking of widely, Moscow has one of the largest McDonald’s in the world.

McDonald’s is a standard for the iconic brand.

Not only do we recognize iconic brands, they polarize us.

Are you a Coke or a Pepsi person? Mac or PC? Salvation Army or Goodwill? Nike or Adidas?

When a brand reaches the iconic level, it inspires unbreakable loyalty in people. Seriously, how many people have ever switched from Ford to Chevy? No Red Sox fan ever became a Yankee fan or vice versa!

Why do YOU need to pay attention to this concept of iconic branding? You may never reach the iconic brand status of Chanel or BMW, but you can create a brand that will be recognized and instill loyalty and trust with your customers.

Think of the brands that I’ve mentioned so far–what do they have in common? People trust that these brands deliver a consistent product that is consistent with their brand. You know you’re going to get a skinny, inexpensive, and tasty burger and the best fries in the world when you pull into Mickey D’s.

Iconic Brand Building Pyramid

Let’s look at how you’re going to build a trusted, loyalty-engendering brand. This pyramid demonstrates the building blocks of an iconic brand.

Purpose & Values: Why are you in business in the first place? Put making money aside for a minute. What is it that you want to give? Who do you want to serve? What are you willing to do to be successful?– and what won’t you do?

Personality & Characteristics: How does your business present to your customers? Are you funny and easy going like Geico? Or are you staid and refined like Merrill Lynch? Are you warm and welcoming or well-established and dignified? Is your icon amusing, elegant, or cutting edge?

Promise & Product: Now we are getting at the heart of loyalty. Do you deliver what you promise? Tiffany’s promises you an upscale environment, unique and awe-inspiring jewelry, high investment, and concierge service. You know what you are going to get, and they deliver every time. KFC promises tasty, crispy, inexpensive chicken in a big bucket. If that’s what you want, you know KFC will provide. What promise are you making to your clients? Can you be depended on to deliver on your promise every time?

Point of Distinction: Cookie cutter never became iconic. How are you different from your competitors? What makes you better or less expensive or more personal or quicker? If you don’t have a point of distinction, why should anyone choose you? When we look for a car mechanic, we have at least one point of distinction – honesty. When we pick a restaurant, we might want a quiet, relaxed atmosphere, great taste, and enough to enjoy again tomorrow for lunch.

Here are 16 points to consider when thinking about how to develop a powerful, iconic brand. Think about how these companies epitomize these points:

1. Understand and control the differences and intersections of image and brand. (Chick-fil-A)
2. Always be defining and refining the elements of your brand. (Microsoft)
3. Be consistent in marketplace representation. (Jeep)
4. Be distinct. Create noticing power. (Google)
5. Appeal emotionally. (Hallmark)
6. Innovate over time. (Netflix vs Blockbuster)
7. Generate love and affinity. (Pillsbury)
8. People buy ideas and lifestyles. (Harley Davidson)
9. Remain true and committed. (Coca Cola changed in 1985, flopped, and returned to their iconic brand)
10. Be the one and only. (Amazon owns “1-click”)
11. Concentrate on people first before product. (Starbucks)
12. Be a masterful storyteller, and connect at the deepest levels. (Girl Scout Cookies)
13. Be elite by design and quality. (Maserati)
14. Start with your audience.  Your message is not about how great you or your product are. It’s about the greatness inside of your client. (Nike, Chanel, Royal Carribean, Ferrari)
15. Be minimalistic and instantly recognizable. (Target)
16. Turn customers into brand ambassadors (Louis Vuitton, Dallas Cowboys, Jimmy Buffet)

Nothing may affect your bottom line more than your branding.  You can have an awesomely iconic brand for a small investment. If you are looking for the biggest bang for your buck, getting your brand right is the way to go.

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