Your Icons Are Not Your Full Brand, But Don’t Underestimate Their Power

Let’s talk about how deep the rabbit hole goes with your icons.

Alright, let’s get one thing straight: your brand is not just your logo. It’s not just your fonts, not just your colors, and definitely not that one slogan you’ve been stuck on since 2008. Branding is far more than slapping a cool logo on a product or making sure your fonts look snazzy in a brochure. At Brandch, we’re all about diving deep into the Primal Branding framework, which breaks down the strength of your brand into seven key pillars. I’ve talked about these pillars before, and if you’re unfamiliar with them, go ahead and give them a look. But today, we’re talking about one of those pillars—Icons.

Now, don’t roll your eyes at us and start thinking, “Ugh, my logo is my icon. Done and done.” I get it, I really do. But listen up, because there’s a lot more to this than meets the eye. And when I say icons are powerful, I mean they can trigger emotions, memories, and maybe even make someone want to buy a product on impulse—without them even realizing it. So, yes, your icons are more than your logo. They’re your secret weapons, your brand’s visual, auditory, and even olfactory (that’s a fancy word for ‘smell,’ by the way) power tools. Let’s break it down.

Icons Go Beyond Logos, Fonts, and Brand Colors

Okay, let’s talk about how deep the rabbit hole goes. When we guide our clients through the Primal Branding process, they usually name their logo as their icon—and sure, it’s a good start. But that’s not all. There’s so much more to it, and some of these are probably things you’ve never even thought about when you’re thinking about what your brand represents.

Here’s where it gets juicy—icons aren’t just visual. In fact, when you get the full picture, you’ll see how brand icons can engage not just your audience’s eyes, but their whole damn sensory experience. Let’s get into some examples that might make you say, “Ah, I never noticed that before”:

• Sight: Sure, your logo and color palette are icons, but let’s talk about the iconic packaging—like Tiffany’s signature blue box. It’s not just a box. It’s a statement. Or McDonald’s golden arches? You can spot them from miles away. And you know exactly what you’re getting. Or how about Coca-Cola’s red and their polar bear? They aren’t just slapping colors together for no reason. These visual cues are instantly recognizable.
• Sound: I’m talking about the Netflix “ba-boom” (you know the one), the Apple startup chime, or the Venmo cha-ching that makes you feel like you’re secretly winning at life whenever you receive money. All of these sounds trigger something, don’t they?
• Smell: Alright, think about Cinnabon’s signature scent that greets you from 100 feet away before you even know where the store is. Or the smell of a new car—bet it makes you want to drive it off the lot, right? That’s an olfactory icon at work.
• Touch: You ever open an Apple box? That’s not just any box. The weight, the smoothness of the edges, the sound of the packaging? It’s all part of the experience. In fact, Apple has patented the sound and feel of their unboxing. Talk about taking touch to the next level.
• Feel: Let’s talk about emotions for a second. Nike’s “Just Do It” isn’t just a phrase. It’s a feeling. It’s a call to action that makes you feel something. It’s about getting up, doing the thing, and pushing past obstacles. And guess what? People feel that. They buy into it.

Strong brands tap into multiple sensory triggers. Think about In-N-Out—the smell of grilled onions wafting from their drive-thru is just as iconic as their red-and-yellow color scheme. You’re not just seeing it, you’re smelling it. It sticks with you, doesn’t it? It turns you into a loyal fan.

So, now I’ve got a question for you: What can your brand do to enhance its icons? How can you implement new touchpoints that will create memorable, emotional experiences for your customers and turn them into raving superfans? Think beyond just your logo and get creative.

The Power of Iconic Associations

The strongest brands know how to create an instant emotional connection through their icons. You don’t even need to hear “I’m Lovin’ It” from McDonald’s to know where those golden arches are taking you, right? Or the way Nike’s swoosh instantly gets your brain buzzing with a sense of achievement. It’s not just a logo; it’s a promise because of the feelings it incites.

When done right, icons trigger brand recall almost automatically. You don’t need to think about it. Your brain does it for you. And here’s where it gets good: the more these icons are consistent across different touchpoints, the stronger your brand becomes. From your website to your physical store to your social media, it’s like a symphony of branding working in perfect harmony to build trust and recognition.

But—and this is a big but—icons alone won’t build a brand. You need more than just your icons. If you’re not connecting those icons to your brand’s story, creed, rituals, and non-believers, you’re just putting lipstick on a (cute) pig. You need that full Primal Branding package. Icons alone aren’t enough to build trust. But when paired with your brand’s creation story (your why), your rituals (the way you treat customers), and your sacred words (like Nike’s “Just Do It”), that’s when you have a powerhouse brand that’s impossible to ignore.

Don’t Underestimate the Power of Icons

Don’t fall into the trap of thinking your logo or your color scheme is the be-all and end-all of your brand’s icons. Sure, they’re important, but they’re not everything. Invest in your icons, make sure they’re evoking strong brand associations, and tie them into the broader narrative of who you are as a company. And don’t forget about those other senses—if your brand can hit more than just the visual, you’re setting yourself up for an emotional experience that your customers will remember.

So, get out there and start thinking about how you can turn your brand icons into emotional triggers that stick with your audience long after the transaction is over. Your brand isn’t just about what people see. It’s about what they feel. And when you master that, you’ll turn your customers into superfans without even trying.

Now, go on—make those icons work for you.