The Brand

When it comes to iconic brands, several usually come to mind. These vary from person to person, but they tend to have a few things in common.

• A strong visual identity
• A positive brand message
• A demonstrated commitment to their philosophy

The visual identity is primarily based around the logo. Although many brands update their logos over time, the best ones remain instantly recognizable. A brand that completely changes their logo needs to rebuild from scratch all the associations connected to their old identity.

The message connected to a brand conveys the qualities of their products, as well as the purpose they are designed to fulfill. When the message conveyed through advertising aligns with the actual product, customers recognize it and it increases their trust and commitment to the brand.

Commitment to a philosophy is something that only comes with time. Brands that have stuck to their guns since their founding in ye olde times have deeply entrenched their identity in the mind of the public and it often takes a lot of effort to change the popular opinion, be it good or bad.

A good example of these qualities is Lego.

Almost everyone is familiar with the brand and probably grew up playing with their building kits.
The literal translation of the name is "play well" and this has held true as long as they've existed. The positive memories that everyone has of playing with legos as a child have cemented a very good image of the brand in their minds. In fact, legos are so prevalent that even people with limited exposure to the toys are fully aware of the company's philosophy. This image is maintained even with relatively low levels of advertisement, as personal experiences lead their loyal customers to pass along their appreciation to their friends and family. Lego's commitment to quality has continued through to today, and the popularity of their products will likely continue for years to come.