The concept of branding is still pretty mushy for a lot of people … is it a great logo? Is it using consistent colors? Is it making sure the central message is clear? Is it making sure there’s a great tag line? So perhaps if we take a look at really successful brands, the brands we love, insight will be found.
Currently I’m in love with the iPhone from Apple. Not only has Apple consistently built their brand with ALL of the components that make a brand (great product design that is distinctive and user-friendly, outstanding advertising, an “attitude” that permeates their stores, packaging and much more) … they have created the kind of brand people bond with, are loyal to, and talk about … a lot. Just today we were laughing about the latest series of ads from Apple that pan Vista (the Mac guy and PC guy) and how laser clear and quick they are. They’re the kind of ads we WANT to watch and not skip over. How many of those are you seeing on the boob tube?
But the true test of a brand is in the experience
… the interaction with the product and its representatives. In the case of Apple that’s the store, the packaging for the products, the simple, clear and concise way in which instructions are provided for my new iPhone, the ease of downloading apps, the pure joy of exploring the quality of the screen and the organization of information. Deep down beauty. And deep down thinking and consideration of the user, the audience at every point of contact, for every experience. Now that is great branding.
What other brands are you drawn to?
When you dig in to what it is about them that you appreciate, you’ll discover it’s the essence, the idea, the attitude and persona that really ties everything together into a total experience, whether you’re sitting in Starbucks or interacting with your iPhone or seeing an ad for Nike. It’s that thinking and clarity of purpose that helps to draw a brand together and create something that people talk about and want to share. It’s those elements that create the brands we love.