This was originally posted 3 years ago. Opinions, facts and reality may have changed.
What is Apple’s brand? If you think it’s an image of a piece of fruit with a bite taken out, then this is the tip for you.
A brand isn’t a logo. It’s a promise.
Apple isn’t the most valuable company in the world (*) because it’s got a nice, easily-recognised logo but because it has a well-understood brand, even if you couldn’t easily define it.
The Apple brand is a promise the company makes: it’s about imagination, passion, aspirations, hope & dreams. It promises simple to use – yet powerful – technology. Driven by excellence in product design.
They don’t sell microchips they sell what those microchips allow you to do.
The logo we all know is the graphical reminder of the promise that supports the company.
Whenever you’re beginning to plan your next marketing strategy, write down what your brand is and what it means to people.
And then ask your customers what they think.
If the two don’t broadly match, then it’s time to re-think your branding because either the message isn’t getting through or your marketing isn’t eloquently conveying it.
And, yeah, I can help. Obviously.
* At the time of writing, Apple is worth just north of $3tn. That’s $500 billion more than second placed Microsoft. Yes, that is a lot of money.