A very impromptu post about an incredibly successful brand. This morning I saw a passage on that guru of all things worldly, ‘Facebook’. It talked of the power of marketing and how it evokes emotions. I had a quick think about this (only quick though!). Marketing is an extremely powerful tool, but without a strong vision behind it, it won’t deliver anything like the ‘punch’ that you’d imagine.
Branding is not just about creating a logo which includes a spade for companies that sell spades
The post I saw talked about Apple (the favourite topic of a number of people) and how they can seemingly sell the same product over and over when the previous model is still perfectly good. For me, this is because they have spent an age building a brand which is aspirational. Apple products are seen by many as a status object. So much so that you’ll expect to get people camping out to be the first to purchase the new iPhone 6 (when it eventually comes out). It will be the ‘thing’ to be seen with.
What helps build a successful brand?
In my opinion Apple’s branding should take a large part of the credit, the way it is used can take the rest. Their branding (like every consumer brand should be) encompasses everything from the image style (subject, viewpoint, colouring, location etc) to the typography, balance of the objects, even the colours used, it’s also the brand mark (or more notably, the lack of it). It’s the tone of voice, it’s the materials used in its products. It’s even the idea behind the product.
The brand identity basically envelopes all the building blocks that work together to help create the company that we all know as Apple. It’s a brand they have spent decades cultivating to ensure that at every single touch point is ‘on pointe’. In turn this speaks directly to the people who love the brand ensuring that they are never disappointed. The brand is based on an incredibly strong strategy, created to ensure that it keeps that ‘aspirational’ feel. Every ad, every web page, every product launch and press release will be based on this branding and strategy.
So while Apple is creating ads, which are seemingly un-branded and have no real focus on the product (and in some cases even obscure the product), focusing instead on lifestyle and excellence others keep trudging along with their idea of the current world. It won’t be through a whim of the ad agency that they stumbled onto a great idea.
The agency will have been given a great brief, that will have been based on intensive research and consumer knowledge. They will have created everything to sit within the brand guidelines so that the world of Apple stays consistent and truly focused.
Meanwhile their competition is still talking to an audience about power. Showing a well groomed young make, wearing a shiny suit holding the small windows laptop like he’s playing a scene out of Hamlet.
Branding is not just about creating a logo which includes a spade for companies that sell spades. It is so much more than that and Apple understands this. Luckily for our clients, so do we.
Puur mixes years of experience working on global brands with a fortuitous touch of creative inspiration (and a small dose of ‘science’) to develop unique and ownable identity solutions. We do this for small and medium sized organisations. If you need a tailored unique solution to your specific design challenge, give us a call today for a chat about how we can help.