Let’s talk brand strategy

Apple’s Brand Loyalty is envied

Why does everyone love apple?
Apple’s Brand Loyalty is envied

I am a massive fan of Apple. Their products I love but what I admire most about them is their brand. Apple often get referenced when brand is discussed. Their brand loyalty is what other brands dream about.

If there are glitches with their products their loyal customers are incredibly forgiving. For example when the ipad was launched despite bad reviews it did not impact on the sales. In fact it was a huge success with them leading the way with their continual innovation.

Can you think of another brand where people will sleep outside their store to ensure they are the first ones to get their latest product.

Why are they so loyal?

Apple are trendsetters and innovators but another big reason is Steve Jobs. People admired his vision and passionate determination to create outstanding quality and design. People felt they knew him. He made an emotional connection by being very transparent about what he valued. Steve was not known to be the nicest bloke in the world but that did not seem to impact on people’s genuine respect for him. When you thought of apple you thought of Steve.

If you want to create brand loyalty you need to build great relationships with your customers by being transparent.

Use your “About Us” page on your website to let people know more about your vision. Share your values and let them know what is your “why”. With the “About Us” page… did you know this is considered the page people go to immediately after the home page. Why? People are interested to learn more about you and will be checking you out. Remember people choose people these days.

Start blogging and doing video, put these on social media and your website. Give an insight into what makes you tick. It is important to tell your staff your brand values and get them to share your business’s vision when they are meeting potential customers.
Stop focusing just on your services and products. These days people want to know who they are dealing with. For example Apple’s mission statement doesn’t really talk about what they do it talks about what they believe.

Brand Loyalty is not all about forgiveness for occasional mistakes. It also means people won’t go elsewhere even if your competitor is cheaper. It is time to get cracking to connect with people who share your beliefs as they are likely to be your ideal customer.

Updating your logo?

Refresh my brand or Rebrand?

Updating your logo?

Should it be a complete rebrand or a refresh?

If you have a logo that has been done well by an experienced designer in the first place you will not be looking to rebrand, what you would do is a freshen up.

Most big brands have logos that endure. Why? They avoid trends and are more likely to be strong simple designs that are easily recognised and distinctive. The logo should reflect their values. If big brands choose to change the logo, generally they are just small changes and in many cases the customers are not even aware of the change. You will find that in most cases the colours remain the same… have a look at Aldi’s new logo done in 2017.


Smart Company reported that ALDI said the logo update was to reflect the contemporary image of ALDI and key developments it has recently undertaken.
ALDI has a simple concept, high-quality products at the best possible price.

I really see this as a refresh of the brand rather than a rebrand. It is still recognisable as ALDI with the same colours and basic design. People would not have been confused and thought they were in the wrong place.

When designing logos I try to make the look timeless and that means the client would not be out of pocket and looking to change in the near future. What many brands do is simply change the brand graphics to make it more contemporary. Recently a charity I designed a logo for about 10 years ago had a complete rebrand. I was shocked as the old logo was still relevant and in my opinion it was an utter waste of money. Charities should be conserving their money. The change was radical and really all that was needed was a refresh… the cost to implement the change will be expensive and really unnecessary. It would have been interesting to know the rationale behind the change. Unfortunately in some cases the decision makers have been badly advised. Or more often the case is people want to leave their mark.

Good reasons you would need to do a complete rebrand:

• That the logo is dated and does not match your brand values.
• It may have been done cheaply without the expertise of an experienced designer and it looks unprofessional.
• The design could be too complicated and hard to reproduce. Keep it simple.
• Business has had a change in direction or a merger has happened.

In a few cases I have recommended that the business not change the logo and instead suggested creating new brand graphics that would lift it. Those new brand graphics can be used across the board.

If you are considering changing your logo completely, ask yourself why? If you have valid reasons to change the logo I suggest you look at it as an investment and hire an experienced designer who specialises in branding. You should expect to get at least 20 years out of it and perhaps refresh the brand graphics along the way. Even after 20 years it may just need tweaking like Aldi.

Pin It on Pinterest

Call Now Button