Iconic Brands That Have Stood the Test of Time

Marketing is all about keeping your brand memorable. It’s estimated that the average lifespan of a company is just 10 years, so setting yourself apart from competitors is key to giving your brand longevity!

We’ve taken a look at what exactly makes an iconic brand and a few examples of brands that have become household names and why!

What Makes an Iconic Brand?

What makes a brand iconic? The answer mainly lies in longevity, but for a brand to really stand the test of time, a variety of factors are involved. There are certain pillars which contribute to a brand becoming successful, such as:

Strong values: The majority of household brands have built and upheld a reputation for having strong roots and values. To be known as an iconic brand, it is important to reflect the values of your audience and society.

Know who you are: Having clear and concise branding is a surefire way to establish your brand. Brands that have consistent branding and a recognisable logo are more likely to be deemed more trustworthy. After all, 55% of a brand’s first impressions are visual!

Look for new opportunities: Growing with your audience and leaning into new opportunities. For example, with constant advancements in technology and social media, it’s important to make sure your brand keeps up! It’s estimated that 77% of consumers prefer shopping with brands they follow on social media, so make sure to consistently look out for new opportunities to further your marketing strategy.

Brands Who Have Stood The Test of Time


Since launching way back in 1892, the Coca-Cola brand has become a household name and become a staple in American culture. In the current day, Coca-Cola, or ‘Coke’ 1.9 billion servings are drunk across the world every day. With a legacy that spans over 130 years, the success of the brand is built on trust and its solid marketing strategy.

Originally, Coke was created in 1886 by John S. Pemberton, a pharmacist who concocted a sweet carbonated syrup, unknowingly creating a fresh beverage everyone would go on to enjoy. The company particularly rose to prominence in the Great Depression of the 1930s, branding themselves as an affordable luxury; the company profits reached record-breaking highs because of the unwavering prices and customer loyalty.


As Coca-Cola was originally sold in pharmacies, the Coca-Cola Company began painting their barrels red to differentiate their soft drink from alcohol and avoid being taxed. From then on, their iconic red branding undeniably helped them to become instantly recognisable to consumers.

Throughout the years, Coca-Cola has used every marketing tactic you can think of to stay relevant, from influencer marketing to brand endorsement, product placement and resonating with their audiences.


Created in the 70s, Apple has become an iconic brand. Consistently ranked by Forbes as one of the world’s most valuable companies, it’s hard to imagine just exactly how a brand which started in a garage became a global powerhouse. Across the world, it’s projected that there are 1.6 billion iPhone users, making it the most popular cellular mobile brand.


A part of the reason why Apple has become such a distinguished brand is that it positioned the brand and set it apart from competitors. To stand out from Microsoft, Apple’s brand presence was marketed as more cutting-edge, youthful and ambitious, attracting a newer generation to its products. So much so that Apple is now the most valuable brand in the world and worth an estimated $6.3 trillion.

The consistent messaging and branding have helped the company to become something that its consumers can trust. While the products have varied because of natural technology shifts, everything from the brand identity to the logo has stayed exactly the same, keeping it at the forefront of everyone’s mind!


Lego has captured the hearts of generations worldwide. Since initially launching in 1932, the company has been able to solidify itself with its timeless products and unparalleled branding!

Throughout the years, Lego has built a name for itself because of its durability and creative possibilities. The Lego product is a simple concept, but in order to establish itself as an iconic brand, the company has produced some top-tier marketing campaigns to put itself on the map.

Emphasising the importance of creativity in child development, consistently creating innovative products and working collaboratively with other brands (such as Disney) has led to them becoming the largest toy company in the world. On average, more than 220 million Lego sets are sold around the world each year – which is the equivalent of 7 Lego sets per second!


McDonald’s first appeared on the scene back in 1954 and has consistently expanded its franchise, with over 40,000 branches worldwide. The ‘golden arches’ have become an international symbol across the globe, and the simplicity of the designs has stayed the same, which has made them easily recognisable. Even without the logo present in their advertisements, their branding is strong enough to make consumers recognise the brand’s name.

Much like the other iconic brands, McDonald’s has found success in focusing on their customer’s needs, competitive pricing and powerful advertising and marketing strategy. In fact, McDonald’s marketing is so iconic that it’s estimated more people recognise their logo than the Christian cross. In a survey of 7000 people, 88% identified the McDonald’s logo, versus 54% who could identify the cross!

About Digital Media Team

Digital Media Team are a full-funnel agency, specialising in digital marketing for eCommerce brands.