Think about the most iconic brands. We might think that because they have widespread appeal, they are watered-down, bland, corporate, soulless. Yet although they resonate on a global level, they all have distinct personas that propelled them to international success. They have a unique combination of qualities, characteristics and style from which we feel a heartbeat. These brands have been built to resonate on a personal level, to speak to our core needs, to promise a better life. They hold a position both in the market and on behalf of their community. In short, they have a pulse that we can feel.

Becoming iconic requires standing out and as a distinct, relatable persona.

Now consider your business. You might have a logo, a mission, some values, a great product, but does your brand have a pulse? Does it make people feel something? Do people share in that feeling together? Does your brand consistently live out core characteristics—your brand’s coherent persona— across all channels? Deciding who you are means deciding who and what you are not. It is ill advised to try to be all things to all people.