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Crafting iconic brands with brand strategy

What is brand strategy, and how to achieve iconic status

Mayya geo

You and I understand that branding is more than just a logo and a tagline—branding is about creating a memorable impression that vibes with your target audience. True, the overall appearance of our brand matters. When done properly, it’s ofte­­n a testament to a well-crafted, well-planned, and well-applied brand strategy. It’s natural to talk about branding—we all seek insights into which strategies to apply and how to craft our own winning formula.

Brand strategy isn’t an exact science; it can’t be taken from a textbook and applied mechanically to guarantee a success. Nevertheless, if you want to build your own brand, it’s imperative to grasp the tools and techniques to do this, and then learn how to effectively apply them for attaining and expanding your brand into an icon. This article explores the concept of GEOBO’s branding techniques, spotlighting how creative-tech businesses can achieve iconic status. To illustrate this, I’ll guide you through the insights and the creation story of our own six-step “ICONIC” method. The method was created to support our brand-design studio process, helping us formulate the strategies for clients within fashion tech and the creative industries.

Crafting iconic brands_Winning the challenge

Run as twice as fast

As Lewis Carroll wisely noted in Through the Looking Glass,

Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!

This timeless wisdom mirrors the challenges faced by companies in today’s rapidly evolving business landscape. To thrive, businesses must not only define what sets them apart but also articulate their raison d’être.

In this ever-changing environment, the emphasis is on authentic, unmistakable differentiation, not superficial distinctions that leave a company indistinguishable from the rest. Mere existence in a sea of sameness is no longer an option. It’s time to chart a course toward the blue waters of uniqueness, a space exclusively reserved for your brand.

The days are long gone when quality, appearance, and customer support alone were enough. These are now the bare minimum required for survival. To truly make progress and stand out, you must heed Carroll’s advice and run twice as fast. Let’s discover why branding serves as the engine supporting your accelerated journey, and why aspiring to attain iconic status is a pursuit worth embarking upon.

Crafting iconic brands_brand strategy

Understanding brand strategy

Brand strategy is a multidimensional concept that defines what truly sets one business apart. It serves to shape the unique DNA, essentially becoming the heartbeat of an enterprise, shaping how the target audience perceives the business, its services, and its products. This strategy comes to life in the form of brand-design assets, visual elements, a distinct voice, and even sensory experiences, serving as a mirror that conveys the core values and personality of the brand.

A company with thoughtful branding that incorporates a soulful tagline and a conceptually rich logo possesses the power to leave a lasting impact. And branding lacking a conceptual foundation cannot be built solely upon visual or verbal symbols. At its essence, branding is the process of crafting a distinctive identity. Nonetheless, it’s important to acknowledge that not all businesses will thrive in this landscape. The reality is that failure is most likely for those who disregard fundamental principles.

Let me illustrate this point with a real-life example from a few years back. I consulted on a project focused on Initially the product seemed highly promising, boasting a beautiful UI design and enticing features. The sales team had secured presales with at least ten major clients by offering solutions to some of their most pressing challenges. In a domain where trust is paramount, the product struggled to maintain customer relationships due to over-promising and under-delivering. It pledged solutions that were simply unattainable at the time. From the overall brand identity to the design of the digital product, a customer-centric approach was absent, and this misalignment set the company on a deadly course. Unfortunately, this product did not achieve success during that period. Why? Because it neglected to understand its customer avatar—their needs, desires, and expectations. In doing so, it disregarded the golden rule of branding: it’s all about the customers, not about the company or founders.

It’s important to note that not every story unfolds this way.

Effective brand strategy shapes perception in the customer’s mind and aligns offerings with their aspirations. In simple words, the role of is not only to promise but to show that the product or service will provide customers with what they genuinely want while also incorporating what they truly need. This approach of shaping products and services demonstrates a profound understanding of the customer’s needs—an understanding that is, ideally, better than that of the customers themselves.

For those who effectively navigate their branding journey, they will consistently uphold trust, establish recognition, and effectively communicate their core values and personality.

Brand strategy, at its core, is a purposeful process. It entails the creation of a distinctive and enduring image, reputation, and perception for a product, service, company, or individual. This multifaceted process involves crafting a harmonious and unvarying ensemble of elements, encompassing a memorable name, logo, slogan, brand identity, visual identity, and message. These elements are carefully designed to distinguish the entity from its competitors and evoke specific emotions and associations within the target audience.

How was our ICONIC method born?

The iconic method is a six-step branding process, custom crafted by GEOBO’s brand-design studio to establish a distinct and effective approach in collaborating with clients. Each design studio has its unique processes and successful methodologies. For crafting our method, it took us over a decade of experience within branding, design, and technology to experiment and formulate what we today call the ICONIC method. Explore further insights into our method in this article

Before its existence, we found ourselves piecing together various aspects of our processes for each new project or for the ongoing maintenance of a project. However, we wanted more structure and clarity—an easily presentable framework for potential clients. This necessity gave birth to our method.

To build it, we initially dedicated time to mapping and consolidating successful practices from our own extensive experience. We also embraced effective methodologies—such as the human-centered design approach—from already established practices. Subsequently, we planned to brand this method and introduce it to the public. Armed with enough knowledge about our audience, market, competitors, and our desired direction, we began …

Crafting the method’s name

I always say that

“ We must name what is the deep desire of our customers. ”

On a Saturday morning, after days of dedicated effort, our core team of two—Andreas and I—found ourselves fully immersed in the task of naming our brand-design method. Brand and product naming rank among the most critical and demanding undertakings in our field. The challenge is even more pronounced when working on our own creations.

As we brainstormed, names like “Wow,” “Your Purpose, Your Brand,” “DNA,” “Charismatic,” and “Angel” crossed our minds, among many others that didn’t quite align with our vision. None of these names fully encapsulated the essence of our method, which is to provide a comprehensive approach from research and strategy to implementation. Inventing a name for ourselves proved to be frustrating.

Somewhere in this brainstorming process, we wondered “What is the ultimate aspiration of any creative-tech business regarding their brand and products?” We began exploring lessons from our work and interviews with potential clients. After discussion, the answer became clear—they want to be known, visible, and recognized. Their dream is for their outstanding products to touch countless lives and become loved by millions. Their ultimate goal is to achieve iconic status.

It was at that very moment that the name ICONIC was born. The ICONIC method is more than a methodology; it’s a design form. It revolves around the craft of shaping a brand concept that not only captures attention but also distinguishes a brand as a true original. It’s the alchemy of forging a unique selling proposition and a magnetic personality, ensuring your that presence in the market is unforgettable.

Crafting iconic brands_iconic status

The power of iconic status

Crafting an icon

You are very familiar with what an iconic brand is. Successful brands loved by millions don’t happen by chance. They are charismatic and memorable, and once you see them, you can’t unsee them. Whether you love them or hate them, you can’t simply ignore them. Beyond mere market success, iconic brands seamlessly integrate into various facets of life, similar to popular culture and innovation. Achieving this status is no walk in the part, but this is what makes all the difference in the market.

Iconic brands convey a powerful message, whether it resonates positively or evokes criticism. These brands etch themselves into our minds and hearts. Their ability to harmonize with our values and identities while addressing our deepest needs and beliefs is what sets them apart.

Nonetheless, achieving icon status isn’t solely the objective. Brand building is a journey marked by a bold strategy, unwavering dedication, a nurturing of clear vision, and the consistent daily actions that inevitably lead a brand toward this status.

These brands resonate deeply with individuals. The companies and their founders possess profound understanding of their own philosophy and the purpose behind their presence on the market. What is the reward? This knowledge and status grant them access to a space reserved just for them. They not only stand out as the preferred customer option but also set a commendable example within their industry. The individuals behind these businesses show confidence and creativity, disrupting the market through innovative approaches and showcasing unprecedented levels of wealth.

How to achieve iconic status

Branding and positioning in the creative-tech industry go beyond buzzwords. Given the highly saturated market—andthose businesses must stand out in a positive way for their customers, their workers, and the planet.

So what are iconic brands made of? To become an iconic brand within the creative-tech industry, it’s important to have a strong brand DNA that aligns with people’s values, culture, and beliefs, and to be consistent in client relationships. Establishing an emotional connection with customers is key.

Crafting an iconic brand is a journey that requires a conscious effort to make a remarkable impact on people’s lives. I am eager to share our insights with you, ultimately empowering you to make that remarkable impact. Let’s dive deep into the top three traits shared by some of the world’s most renowned companies that secured their iconic status in the market.

  1. Unmistakable identity

Iconic brands have a clear and recognizable aesthetic, making them easily distinguishable from others in the industry. They also have a clear messaging and story. For example, Chanel, is one of the most iconic fashion brands in the world. It was founded in 1909 in Paris and quickly became known for its innovative designs, including the famous “little black dress.” Chanel revolutionized women’s fashion by freeing them from the constraints of corsets and introducing comfortable, functional clothing. Today, Chanel remains a symbol of luxury and elegance, known for its signature tweed suits, quilted handbags, and fragrances.

  1. Consistent innovation

Employing state-of-the-art technology in both athletic footwear and apparel, Nike brand’s mission is to inspire and to innovate for athletes worldwide. Demonstrating a commitment to innovation, the company’s acquisition of RTFKT in 2021 positions it as a premier fashion-tech brand that fearlessly explores new territories. Nike expresses a keen interest and unwavering dedication to shaping the future of the market.

  1. Uncompromising quality

Iconic brands are synonymous with the use of top-tier material and craftsmanship, ensuring longevity in their products. Gucci serves as a perfect example of this characteristic, as it’s celebrated for its luxury, elegance, and outstanding Italian craftsmanship. The brand’s identity is characterized by distinctive green-red-green stripes, horse-bit hardware, and bamboo-handle handbags. While rooted in tradition, Gucci embraces modernity by incorporating technology, evident in augmented-reality store windows, digital fitting rooms, and a mobile app facilitating smartphone shopping for its clientele.


Keep your status

As we navigate the current creative-tech landscape, Lewis Carroll’s wisdom resonates— businesses must run twice as fast to stay relevant, to keep what they have achieved. Brand strategy offers tools and methods to keep up with the rising challenges. Our ICONIC method was designed to support overall restructuring or for tackling current objectives.

The journey toward iconic status requires constant effort, bold strategies, and dedication.

Are you ready to redefine your brand’s destiny and become an icon in the world of fashion and creative technology? Begin by taking the quiz to assess your brand’s current standing. Your journey to becoming an iconic brand awaits!

Thank you for reading! 💜