Apple: Taking a bite out the brand

Apple is one of the leading branding companies in the world. Everyone, from all age groups have heard of them and recognise them. Marketing experts like Marc Gobe argue that Apple’s brand is the key to the company’s success. It’s got nothing to do with products like the iMac or iPod.

During the late 1980s/early 90’s, Apple hired John Scully, marketing executive from Pepsi. Scully marketed Apple like crazy, boosting the advertising budget from $15 million to $100 million.

Turn the clock forward to modern day, Apple has a branding strategy so strong they could almost sell anything they want for any figure and the following would buy into it. We’re not buying into the products, we’re buying into the brand. The starting point is how an Apple product experience makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.

Sony released a water-resistant phone (2013)… No one cared. Apple brought out a new phone (2016) being water resistant, everyone went crazy, queued for hours just to get their hands on what is effectively old tech. We’re not buying into the products, we’re buying into the brand.

In more recent news, Apple brought out a thin white microfibre cloth for £19 (2021), and it’s already sold out till November. What’s so special about this cloth I hear you ask – Does it drive your kids to school? solve world hunger? No… But it does have the Apple emblem in the corner. We’re not buying into the products, we’re buying into the brand.

There are so many elements to Apple’s emotional brand, a brand that has been built on and invested in heavily – However, here are a few simple, go-to’s that can be implemented into your brand today. 

Usability
Their icons are clear and embody simple content to provide clarity and ease of use to their audience on how to use their devices. 

Consistency
Although Apple evolve with new technology, they never disrupt the familiar brand image everyone recognises, and this is what consumers connect with. 

Delay
Other companies rush out with new technologies in the hope to knock Apple off the top, but this means they are more susceptible to failure as new projections need time to develop. Apple perfect their products to ensure success which takes longer to release. 

Consumer Connection
Apple’s marketing is so powerful that people feel good about owning one of their devices. Their story conveys stylish innovation, and advertising has a huge part on the sale of Apple. 

At Born Agency, we recognise these elements are useful for any business. What have we taken away from Apple? 

Make things simple for your audience

Keep your branding consistent

Take your time to produce high-quality end products

Promote a powerful story that others want to follow

In reality, competitors may be able to build improved technology, or a better computer system, but at the end of the day, Apple doesn’t care. They know their audience, they trust in their brand. Apple has created a brand so recognisable, so elite – it doesn’t matter what they sell, as long as it has the apple emblem on it. We’re not buying into the products, we’re buying into the brand.