When you think of Apple, what is the first thing that pops into your mind? The great and late Steve Jobs, the iconic Apple Logo, or their signature electronic product synonymous with the brand itself– the iPhone? These are all the things that one would relate to when thinking about Apple. The fact that Apple can make us relate all their products to luxury and quality has made them the most revolutionary electronics manufacturer in the world, second to none when it comes to branding.
Brands connect people and create expectations for the customers and clients of the company. Similar to our previous blog, Digital Branding & How it can help your Business, which briefly discussed about branding, this article will focus on the importance of the design of your brand. Branding is essentially the foundation for all your marketing strategies. It is the first thing any business will do when they are starting up. Some businesses will take their time to think about what design best represents the ideals, values and vision of the company through their logo design. These are the businesses that tend to have an impact with their customers because they have taken the time to relate their values across to their customer. When done well, a good brand design can even make your brand iconic amongst the sea of competitors out there. Simply put, branding design is essential if you are looking to take your business to the next level.
Why are logos important for branding?
The first thing that any customer will relate to when looking at your products or services is your brand. The first impression of your brand is your Logo. It is what sets you apart from your competitors. It doesn’t matter which industry your business belongs to, competition will always be stiff and something as simple as having an iconic logo can help you stand out to be the first choice when it comes to your products or services. So, in short, a Logo is the most important element of a company’s branding and should not be overlooked. First thing that you should always look at before even thinking about design is the colours that best represent your brand.
Let’s take Apple again as an example. Their first ever logo was created in 1977 by Rob Janoff and appointed by Regis McKenna that featured a rainbow-coloured apple with a bite mark to the right. According to one of them, the reason they chose an Apple as a logo was because the fruit symbolised knowledge referencing the time Sir Isaac Newton discovered how gravity worked when an Apple from the tree he was sitting under dropped onto his head.
In 1984, Apple was developing Macintosh personal computer. Before the release of its first Macintosh computer, Apple Inc. released an advertisement to be aired during SuperBowl 1984 with a remarkable tagline: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984”
The idea was that Macintosh would revolutionise computing and that the future of technology would bring freedom, rather than control. A lot of people argue that this is where Apple’s branding success began, exceeding their rival, Windows. Since then, people start to recognise Apple as an option when purchasing electronic products.
Apple redesigned her logo in 1998, where the logo traded in its multiple-coloured display for a muted tone, becoming monochrome and translucent. The company also released its first iMac at the same time, so its logo needs to reflect the evolution from a computer to their iMac.
“Like our products and our customers, the Apple brand continues to evolve.”
This was the official statement from Apple following their change from the rainbow logo to the monochrome one.
Apple underwent several rebranding to suit the demands and remained connected with its customers from time to time. Until the time when Apple released its iPhone, it built a strong trust and loyalty among its customers which made Apple a strong brand today.
A successful brand evolves from time to time to suit consumer requirements and demands. An old branding style unable to adapt to the market’s interest will eventually cause the loyal customers to reevaluate that the brand is no longer relevant or evolving with the times. Thus, create a gap between customers and the business where eventually the customers will move on to a brand they feel more relevant to their lifestyle.
A strong brand presence in the market will give businesses the opportunity to generate their own business ecosystem. According to Leigh Landeche, a brand ecosystem is a system or a group of interconnected elements, formed by the interaction of a community of organisms with their environment, and it is not limited to only social media and digital marketing. This is exactly what Apple has done. Albeit, using technology to integrate their community.
How to create an ecosystem
The average Apple consumer today is less likely to switch brands simply because they have invested, both emotionally and financially, into a brand and the technological ecosystem created. All their images, music files and more have been stored on the iCloud. It’s significantly easier for them to transfer files and data between Apple products. Hence, the community has unknowingly or otherwise, become the loyal brand customers due to this ecosystem created.
The trust that Apple has instilled into their mindset that their products are of better quality, convenient and integrated.
Not to mention that the user experience of Apple products are also significantly different to their competitions. At the moment, the mainstream competitor for Apple in the mobile market is Android and for their personal computer market is Windows. Android and Windows are both separate entities with separate market focus. Apple on the other hand, playing in both line of industry, creates a seamless user experience when transitioning from using your phone to using a Mac. You would easily navigate through their systems simply because they have thought about that one small aspect of experience when transitioning from using your phone to your Mac.
This is where Apple has successfully thought about how they can continually grow their customers and retain customers simply through improving their brand experience. From there, they easily replaced the mainstream and familiar apps and softwares with their own customer built ones to continue improving their brand experience. Simply from having one Apple product, you would then be convinced or enticed into their other products and collaborative brands.
We’ll leave you with a quote from Peter Drucker which we believe best describes the idea of branding and how it affects the growth of a business.
“The purpose of business is to create and keep a customer.”
By Peter Drucker.
In order to create customers and keep customers, you must create and grow a brand.
Branding can be a difficult challenge for businesses, whether it’s to create one or to enhance one or even to rebrand your current business. There are many factors that come into play when you are building a brand. So, if all these are too overwhelming for you, reach out to us at Kode Digital Experts Services today for a free consultation. We will help create a brand that caters to your market while representing your values.