For a lot of companies, branding is an integral element of success. A brand is a complex system with many moving parts. Every touchpoint should be carefully procured to match the company’s values. Of course, a strong design system won’t make a bad business successful, but a good company with terrible design won’t be likely to succeed either.
Like most teaching moments, it’s beneficial to have an example of what a successful model looks like. This guides smaller businesses to understand the right steps to take within their own branding.
Apple is not only a hugely lucrative company but is also known for its branding, making it a great case study.
Innovative & Emotional: Apple
Apple is a powerhouse in branding. It’s built its legacy on innovation and cultivating imagination. Remember their slogan “Think Different”. Setting itself apart, Apple began marketing toward a new tech audience. Instead of the cliché computer guy, Apple portrays itself as young and creative.
Apple plays into people’s emotions, selling them powerful ideologies and values over products. How does the idea of ‘breaking free’ manifest itself in the practical applications of a brand? Let’s take a look.
The Overall Look
Some argue that a lot of Apple’s success comes from the popularity of their brand rather than their products. How did they build this incredible brand loyalty?
With its power-to-the-people feel, it focuses on the aspirations of its customers, making it a humanist brand. The language Apple uses in its campaigns is less about the technical specs and more about the emotion the product evokes.
Not only that, but it also strives to remove the complexity from people’s lives. This simplicity can be seen in every application, like advertising, packaging, and product design. The modern styling of this simplicity also eludes to luxury, convincing people to pay more for Apple’s products than others on the market.