Branding Essentials

A brand and branding is an essential part of every company regardless if they are product or service based. Without a brand, companies are merely commodities that have little or no perceived difference against their competitor’s offerings.

Clear and Concise brands build companies.

But what makes your brand stand out from competitors in your market? Firstly branding is more than identity; instead it represents the image of your product or service, shapes how the customer perceives and communicates its personality. For a brand to take on a successful personality it requires the following core items; brand name, logo, positioning, and core values, which in time will give the products and services a physical, recognisable form.

A particular brand that achieves this personality and recognition from its consumers is Apple computers. Apple has generated over 30 years of successful branding, following through on key branding facets, including brand evolution, consistency and staying true to their initial core values. Visually Apple have been consistent with their identity and although elements of the icon have altered through the decades from a multi-coloured rainbow to the sleek, sophisticated metallic logo we see now, the initial concept has never faulted and remained the shape of an apple. Apple computers have built on the success of their identity by evolving their brand with the times, while staying true to their core values in all aspects of their brand marketing, helping to build trust with their consumers.