Brand icons are the executional tools used to deliver your brand message and personality and are the elements that make marketing materials uniquely yours. G+K defines brand icons as anything that is unique about a company’s brand that brings up an image of your brand in the customer’s mind. This image can be triggered by any number of senses, not just sight. It could also include smell, touch, sound, etc.
They include a company’s logo, colors, tagline or slogan, tone, website, brochures, mailers, apps…virtually everything that your company has its name on.
In addition, the company name is how potential customers will remember you and refer you; so by default, it’s one of your brand icons, as well.