Those of you who know me would know just how much of a Mac fan I am. But even more so, I’m a branding fanatic always encouraging my clients to remain true to their brand. I always emphasise consistency and push the point of building and developing their brand while staying true to their Brand Archetype or Brand Personality. It’s of great interest to me how brands evolve or develop over time, so I’d like to share with you the story of one of probably the biggest consumer electronics and software companies, best known for products such as Macintosh computers, iPods, iPads and the iPhone. Of course I am referring to Apple.
The reasons for evolving your logo are many and varied. Some companies may feel that they have lost touch with a market and need a fresh start, others are experiencing poor results, or even bad press, and they want to leave their old corporate image behind, while others still have changed direction through new innovation and products and want to reflect this in their new look. One of the key decisions to make is whether your business needs a brand evolution or a brand revolution.
Rebranding a business is not something you should take lightly. There is a lot of thought, planning, hard work and of course finances to pull off a good rebrand. A rebrand can be an evolution or a full revolution – most of the worlds best brands have undergone some form of rebranding over the years. The upshot is that when done correctly it can greatly enhance a businesses profile, increase sales and generate new interest in the company.
For centuries stories have been told of hero’s that save the day, sage’s that impart their wisdom and magicians that turn dreams into reality. Story telling is as prevalent today as it ever was, especially when it comes to developing and maintaining a brand.
Humans are creatures of habit and will tend to identify with things that they are familiar with. The challenge is to introduce / educate them on the product and brand, instilling in them knowledge about the brand and its attributes that are meaningful to them. To start this process, we need to identify Continue reading →
This is an oldie but a goodie demonstrating how a brand story can change the way we see and relate to things…
I have three rocks at home. If you were to inspect them I’m sure, you’d conclude they’re almost identical; same size, weight and colour, and therefore worth much the same as each other. But that conclusion would be drawn before I’d told you their stories Continue reading →
Brand stories are important as they are key business drivers. They can get new clients through your door and ensure that current clients stay loyal. The clearer and more compelling your brand story, the more it will power business success.
Your brand story is based on your ‘WHY’. This is a concept that will change the way people see and experience your business. It needs to be a story that is inspiring and captivates the listener Continue reading →
The internet and email have become very favourable and cost efficient vehicles used to market to current and prospective clients. One of the most effective ‘client capturing and keeping’ tools is that of a newsletter – printed or online.
Many of the people that your business comes in contact with whether it is through Continue reading →
Research has shown that association with colours increased brand recognition by as much as 80%. If you were ever in doubt about how much colour relates to a brand take a look at the below well known logos and how differently they appear to the eye when represented in a different colour pallet.