One Fast Buffalo

Justin Timberlake inspired me to write this post. He and the Fall 2008 issue of Fashion Rocks, a really cool fashion/music magazine supplement I receive with my September issues of Lucky Magazine. In his cover story interview, he discusses how music and style are interrelated, and how music icons often are style icons as well. Of particular interest to me and this blog, he talks about his idols -- Stevie Wonder, The Beatles, Prince -- and their iconic style:

"All those people, they were just doing what they did. They were not planning on becoming iconic or a photo image in people's minds. You think of Stevie, you think of the glasses, the braids, and his voice. You think of the Beatles, you think mop-top, haircut, suits. You think of Prince you think purple."

Justin, you may not know it, but you're talking about branding. Each of those musicians is a brand. That "photo image in people's minds" can be considered a definition of a brand (although I'd say that a brand is definitely not a still photo). And the icons of their style are what we call Brand Symbols. In OFB Brand Strategy, we consider Brand Symbols to be one of the Brand Bones, which are the pieces to build a great brand story.

I think the Brand Symbols that Justin cited are great examples that should help you understand what Brand Symbols can do for a brand. Think of the Beatles and think of all the fans that copied that moptop haircut -- they bought into the Beatles brand in a big way. This easily translates from music to companies. There are plenty of great examples in the business realm. And also keep in mind that Brand Symbols are sensory icons... whether it's a color, shape, smell, or sound. Think of the three chimes of NBC -- an iconic sound that was the first ever audio trademark. The iconic smell of Cinnabon is a big part of the company's marketing tactics. Tiffany blue is a trademarked color and the company's 'little blue box' is instantly recognized.