When you think of a certain thing like a phone —- Which brand comes to your mind? It’s either Samsung or Apple on top of your mind. That’s how iconic they are. We will also take 4-5 names — McDonald’s, Starbucks, Zomato, Swiggy — almost everyone knows these brands, at least in urban regions.
This is what it means to be iconic. Iconic brands like the one we mentioned earlier leave an imprint on your mind, mostly without your consent like a song that you can’t get out of your head.
But what made them so iconic in the first place? Let’s understand it through this blog.
Table of contents
- What Makes a Brand Iconic
- What Did the Brands Do to Become This Iconic?
- How Can You Create Iconic Brand
- In Conclusion
- Frequently Asked Questions
What Makes a Brand Iconic?
Iconic brands are timeless, yet they manage to evolve with the times. They’re a feeling you associate with every interaction you have with it.
All iconic brands have a few things in common.
- A Strong Identity: A clear, compelling identity that communicates who they are and what they stand for.
- Memorable Storytelling: Iconic brands weave narratives that evoke emotions and connect with audiences on a deeper level.
- Consistency Across Touchpoints: Whether it’s their logo, advertising or product design, they maintain a cohesive presence.
- Customer-Centric Innovation: They adapt to evolving needs while staying true to their core.
- Cultural Relevance: Iconic brands often reflect or shape societal trends and conversations
What Did The Brands Do To Become This Iconic?
The iconic brand isn’t built overnight. It takes a substantial amount of time and careful branding and marketing strategies to become the icons they are today. Here’s how some of the brands became iconic.
1. Apple
At the heart of Apple’s branding lies an obsession with elegance and innovation. Apple’s genius lies in its ability to make technology feel personal and aspirational. Whether it’s the sleek design of the iPhone, the intuitive experience of the Apple Watch or the ecosystem that ties all its products together, Apple makes sure its customers feel they’re part of something exclusive.
What really sets Apple apart is its storytelling. Campaigns like “Think Different” didn’t just market products; they created an emotional connection. Apple positioned itself as the brand for those who dare to challenge the norm. It’s the reason why unboxing an Apple product feels less like opening a gadget and more like stepping into an experience. Even their stores feel curated—like tech museums that invite you to explore. Apple doesn’t just sell devices; it sells a lifestyle and every detail of the brand is designed to make you feel part of a creative, forward-thinking community.
2. Samsung
Samsung’s approach to branding is all about scale and inclusivity. While Apple plays in the niche luxury segment, Samsung caters to everyone. Their product is ahead in technology but they never make you feel like it’s just for rich people. It’s not a status symbol like owning an iPhone. It rather focuses on utility and superior technology.
Samsung’s marketing often highlights what their technology enables users to do. Campaigns like “Do What You Can’t” have positioned the brand as a companion for dreamers, achievers and problem-solvers.
Their products live up to the promise. Samsung continuously pushes boundaries, whether through foldable screens or AI-powered home appliances. By making high-tech feel practical, Samsung ensures its customers feel empowered.
3. Starbucks
Walk into any Starbucks and you’ll notice something immediately—it doesn’t feel like a typical coffee shop. You will notice the difference in the air. It’s about the environment it creates. The dim lighting, the soft music and the friendly baristas all work together to make you feel comfortable, whether you’re there to work, catch up with friends or just enjoy a quiet moment.
What truly makes Starbucks iconic, though, is its attention to personalisation. Writing your name on the cup, letting you customise your drink or even offering loyalty programmes—it all feels personal. The whole store experience is part of their branding strategy.
They market themselves as the third place meaning home is your first, work is second and then third is Starbucks.
Plus, they keep coming up with innovative campaigns that push you to think and create a perception of them being woke.
For example —It Starts With a Name campaign that they did for India.
Plus the idea of writing a name on the cup worked really well for Starbucks. People are tempted to click a picture when they see their name on it. And most people also put it on social media getting Starbucks a lot of free visibility.
4.Amul
The strategy of Amul has been simple. They always try to grab your attention and maintain their visibility. If a new movie is released, Amul will talk about it. They also talk about politics so that they have all the eyeballs on themselves. And they do it in a visually appealing manner. They always feature Amul girl on their topical billboards.
And now that has become the identity of Amul. You can visualise Amul Girl in your head while reading this. That’s the impact of advertising.
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On top of it —- Amul feels familiar. It’s an Indian as a samosa. They have managed to maintain an image of being a Made In India brand before Made in India was a thing. Today every Indian feels proud of Amul. That’s what they have created with their branding and advertising. It’s a classic example of how a good product and great advertising can help you build an iconic brand. If you want to create such an incredible brand identity — partnering with a branding & digital marketing agency makes sense.
How Can You Create an Iconic Brand?
Iconic brands such as Nike, Apple, Coca-Cola and McDonald’s didn’t achieve their status by chance. Their enduring success stems from mastering certain marketing principles that consistently captivate audiences and foster strong brand loyalty. Here are key marketing lessons we can learn from iconic brands:
1.Tell a Compelling Story
A compelling story allows customers to see themselves in your brand. It humanises your business and creates an emotional connection that outlives individual product cycles. People are drawn to stories, not specs. If you can frame your brand as part of your audience’s aspirations or challenges, they’ll naturally want to align with you.
Identify your brand’s “why.” Why does your business exist and what problem does it aim to solve for its customers? Use this purpose as the foundation for every narrative you craft.
2.Focus on Customer Experience
If you want to create a brand — people should love you. They should be happy with your products. If you’re successful in giving them what they want — they will recommend it to 4 other people. Give them the experience they cannot stop talking about. This way people will be attached to you and you will gradually create a n identity yourself. Audit your customer journey to identify potential pain points and fix them. Seek feedback regularly and act on it, showing customers you value their input.
3.Create a Strong Emotional Connection
An emotional connection is what transforms a good brand into an iconic one. Nike exemplifies this perfectly with its “Just Do It” tagline. Through its ads, Nike is empowering people to overcome challenges, push their limits and achieve greatness.
But how do you come up with a tagline so relatable and iconic? The answer is simple. Look for an insight. Nike’s tagline for example was that people procrastinate. Now try to address. And that’s how Just Do It.
However, this is easier said than done. Nike also had to do a lot of advertisements to make the slogan stick in the minds of people. With every advertisement, they kept repairing Just Do It, Just Do it and that’s how its stuck in your head.
You need a solid strategy to be able to build this kind of recall value. So hire a branding agency to save yourself some time.
4.Leverage Digital Tools and Channels
In today’s world, you can’t ignore the power of digital platforms. There are a lot of brands today that are emerging strong by building a community on Instagram. Its because content marketing is really powerful if you know how to use it to your advantage. Take Zomato for example. You will rarely find them saying “Order from our app” on Instagram. They rather try to become a friend who cracks jokes about your life. They will crack jokes on office employees, will make fun of your relationship status and whatnot.
In this way, they will try to become a part of your everyday life.
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If you want to build a brand today — this is the way to go. By creating a relatable brand personality and not hard selling.
But its tough to crack. So we suggest hiring a social media marketing agency for this.
Prioritise Consistency and Trust
Consistency is the backbone of any iconic brand. It’s what makes a brand reliable and familiar. Whether someone interacts with you on social media, visits your website or steps into your store, they should have the same experience and recognise the same values.
Take LIC (Life Insurance Corporation of India) for instance. Its slogan, “Zindagi Ke Saath Bhi, Zindagi Ke Baad Bhi,” has been synonymous with trust for decades. The brand consistently communicates security, reliability and stability across all its touchpoints, earning the faith of generations.
This level of predictability isn’t boring—it’s reassuring. It builds trust, which is a non-negotiable for long-term loyalty. When customers feel they know what to expect from you, they’re more likely to stick around and recommend your brand to others.
Commit to CSR and Purposeful Branding
In the age of conscious consumerism, customers expect more from brands than just products. Corporate social responsibility (CSR) has become a defining factor in creating a legacy. Brands like Infosys have invested heavily in education, sustainability and community development, making their contributions just as significant as their tech solutions.
When you show genuine care for the world beyond your business, it’s not just good PR—it’s a way to connect deeply with your audience. People want to support brands that share their values and contribute to a better future.
In Conclusion
Iconic brands focus on building emotional connections with their audience. Apple didn’t become iconic by selling technology—it became a lifestyle people aspire to. Starbucks isn’t just about coffee; it’s a space where people feel at home. And Amul? It’s not just a dairy brand; it’s a part of India’s everyday conversations.
The secret lies in being consistent with your message while staying flexible enough to evolve with the times. Iconic brands don’t chase trends—they create moments that resonate, solving real problems and telling stories that stick. And the best part? You don’t need to be a giant like Apple or Nike to apply these lessons. Whether you’re running a local business or scaling a startup, the same rules apply— know your audience inside out, stay true to your brand’s purpose and create experiences that your customers will never forget.
Frequently Asked Questions
Both brands maintained an unwavering commitment to their founding principles. Tata focused on community welfare as their business purpose, while Amul stayed true to empowering dairy farmers while providing quality affordable products. These consistent values created a strong foundation of trust.
It starts with clarity. What does your brand stand for? What’s your mission and how is your offering different? Dig deep into what your audience values and how your brand can solve their problems in an authentic way. The sweet spot is where your purpose aligns with your customers’ needs.
Handle it with care and professionalism. Address concerns quickly, own up if there’s an issue and show how you’re working to fix it. Instead of fearing criticism, use it as a chance to improve your product or service—it shows customers that you’re listening and that you care.
The founder and partner of Flora Fountain, Shefali leads the Content and Technology divisions. A one-time engineer who started her career writing front-end code, she took a detour sometime during her 9 years in New York, studied journalism and started writing prose, poetry and sometimes jokes. She now has 15...