So, you’re setting out to build—or maybe revamp—a brand that stands the test of time. It’s no small task! The marketplace is crowded, the competition fierce, and consumers have more options and opinions than ever. But here’s the good news: every great brand, from the classic Coca-Cola to the trailblazing Patagonia, shares certain characteristics that keep them relevant and beloved. If you get these right, you’re setting up your brand to be one of the greats.

Below, we’ll break down five key traits that make the most memorable brands truly unforgettable. We’ve paired each one with a real-world example to show how brands bring these principles to life—and how you can, too.

1. A Clear Purpose and Mission: Look to Patagonia

Every brand needs a reason for existing, and (spoiler alert) it should go beyond making money. Great brands stand for something bigger. Patagonia, for instance, isn’t just in the business of making outdoor gear—they’re here to “save our home planet.” That mission guides every decision they make, from the materials they choose to the causes they champion. Customers who value environmental responsibility connect deeply with Patagonia’s purpose, knowing their dollars support a brand committed to positive change.

Takeaway: Define your brand’s purpose. It will guide your decision-making, attract like-minded customers, and make your mission more than just a marketing tagline. A brand with a clear purpose is one customers are more likely to trust and champion.

2. Consistency: Coca-Cola Shows Us How It’s Done

If there’s one thing customers love, it’s consistency. Great brands don’t have to reinvent themselves constantly. Instead, they stay true to a core identity that remains instantly recognizable across decades. Coca-Cola, with its iconic red and white branding and timeless message of happiness and refreshment, has mastered the art of consistency. From billboards to Super Bowl commercials, Coca-Cola’s branding and messaging rarely stray from its core promise. This familiarity builds trust and makes the brand feel like a dependable old friend.

Takeaway: Be consistent in your brand’s visuals, tone, and message. Familiarity doesn’t just breed trust; it’s also what makes a brand feel like a safe choice when customers are bombarded with options.

3. Authenticity: Ben & Jerry’s Keeps It Real

Today’s consumers crave brands that are genuine and honest. Ben & Jerry’s is a prime example of this. Known for their activism and values, they’re outspoken about their support for social justice, climate action, and fair trade—all of which are deeply rooted in their brand DNA. And they don’t just talk the talk; they put their money where their mouth is. This authenticity isn’t just a marketing angle; it’s integral to who they are, and it resonates with customers who value transparency.

Takeaway: Authenticity isn’t just a buzzword; it’s essential. Your brand should reflect its true values and live them in both marketing and actions. When people know you’re genuine, they’re more likely to support and advocate for you.

4. Adaptability: Nike Evolves with the Times

To stay relevant in an ever-changing world, a brand has to be adaptable. Just look at Nike. They’ve kept up with the pace of change, evolving their products and messaging to reflect new cultural values and consumer needs. From tackling social justice in their ad campaigns to embracing digital innovation with personalized fitness apps, Nike stays ahead by adapting while keeping their core “Just Do It” ethos intact.

Takeaway: Stay true to your brand’s core identity, but be willing to evolve with cultural shifts and new technologies. Brands that adapt without losing their essence create excitement and relevance, engaging customers across generations.

5. Emotional Resonance: Apple Taps into the Heart

People remember how you make them feel. That’s why great brands connect on an emotional level, fostering loyalty that goes far beyond a product’s function. Apple has mastered this approach by positioning its products as symbols of creativity, individuality, and innovation. With campaigns that appeal to our inner artists and a community of die-hard fans, Apple isn’t just selling technology—they’re selling a vision of the future and a sense of belonging.

Takeaway: Think about the emotions you want your brand to evoke. Whether it’s nostalgia, excitement, or inspiration, brands that create strong emotional connections earn loyalty and advocacy.

Wrapping It Up: Building a Great Brand Starts Here

Building a brand that sticks doesn’t happen by accident. By focusing on a clear mission, maintaining consistency, embracing authenticity, staying adaptable, and tapping into emotions, you’re creating a brand people won’t just recognize—they’ll remember and trust. Whether you’re building from scratch or breathing new life into an established brand, these five pillars are the backbone of greatness.

So, grab a coffee (or maybe a Coca-Cola?), give us a call for your free consultation, and start building a brand that’s ready to become iconic.