Primal Branding describes icons as “quick concentrations of meaning that cuase your brand identity and brand values to spontaneously resonate.”
They can be images, sounds, smells, textures, characters, tastes that resonate with your audience. Here are a few examples:
- The OXO “fins”
- The VW Beatle
- The Apple startup tone
- Mickey Mouse
- Wedding Dresses
- The smell of an Aveda salon (yes, they are conscious of it)
- yellow ribbons
An icon gives your audience something concrete to latch onto. Hanlon doesn’t explain how to create this, it may well be an intuitive process that is more felt than taught. He does share some lessons from some folks in the business of icons. I must admit, though, I’m left wondering what in the world ICPJ could use as an icon.
I’m open for ideas.
(For more of my thoughts on primal branding, visit the table of contexts post)