What can we learn from the world’s most valuable brand?

According to Forbes, Apple is the most valuable brand in the world, valued at $241.2 billion. But what makes Apple special?

Every great brand is great not because of its logo, color, or ads. First and foremost, it’s about the product.

So what does Apple offer?

Apple is a technology company founded in 1976. Though they immediately made a buzz among programmers with Apple II upon their establishment, they exploded when they introduced Macintosh in 1984, the first personal computer as we know them today.

This is how they introduced Macintosh.

From the get go, Apple has positioned themselves as pioneers. Today, they have an amazing lineup of innovative technology products that continue to change the way we interact with technology.

Several factors set Apple apart from the competitors. First is their willingness to innovate is. They continuously push the technological boundaries by introducing new and revolutionary features in their products. Year after year, Apple releases innovative products like the iPhone, iPad, and MacBook. The offered features are unique, from the advanced Retina display to features like Face ID and Apple Pay that transform how we interact with devices and perform transactions. 

Another thing that sets Apple apart is their elegant design and quality. Renowned for their slim design and clean appearance, Apple products always come with a simple, modern, and elegant aesthetic. 

The exceptional user experience is also a major draw for Apple. User-friendly interfaces, intuitive interfaces, and an integrated ecosystem among products make users feel connected and comfortable. Everything is designed to provide a seamless and satisfying user experience.

Through its products, Apple conveys simplicity, ease of use, and continuous innovation.

So, how did Apple transform this into a strong brand?

There are many companies that have strong products, but nobody knows about them because of lack of branding. So, great products don’t necessarily translate into great branding. How does Apple develop its brand, then? Let's start with what's visible on the surface: the logo.

Surely, everyone knows this Apple logo.

When Apple was first founded, they had a more complex and colorful logo. When Steve Jobs returned to Apple and became CEO in 1998, Apple made significant changes by releasing the more affordable iMac. They also changed their logo to the one we know now, in black. This logo is still in use today in variations of black, white, and gray.

The genius of this logo, with its monochromatic color and elegant design, is that it represents everything that Apple stands for: simplicity, ease, and innovation.

A logo does not make a brand.

A logo plays a big part in a brand’s recognition. But that alone does not make a great brand. How many brands have great logo, but not a strong brand presence? Conversely, how many brands there are with amazing presence without a good logo?

But Apple maintains such a consistent visual identity that they bring the message of simplicity, ease, and innovation wherever they go.

Here’s their website. Clean and simple with no clutter.

Here’s their out-of-home ad. Again, clean, simple, no clutter, and a message that is short and direct.

Here’s their video ad.

Even when doing a fun commercial, they maintain that simple and modern look.

Even their Apple stores have the exact same visual feel.

Think Different

Everybody knows this Apple’s slogan. How did you learn about it? Well, the truth is, Apple has been saying this for decades.

Starting with their Think Different campaign, “The Crazy Ones” in 1997. In this campaign, they feature cultural icons that defy the norms with big ideas, including Einstein, Gandhi, Muhammad Ali, and Picasso. At the end, it says, “Because the people who are crazy enough to think they can change the world are the ones who do.” The message is crystal clear: Be crazy. Do things differently. Change the world. That’s innovation to a T.

Another example is their “Switch to iPhone” campaign, which shows how iPhones are different from other mobile phones in terms of simplicity, user-friendliness, privacy, security, and interface. Still the same message: simplicity, ease, and innovation.

Here’s Apple literally personifying their brand through Justin Long.

The Apple guy is casual, simple, easy, chill, and modern, while the PC guy is stuffy, complicated, and less smooth.

Even their product presentation has the same feel and message. Steve Jobs’ now famous iPhone presentation looks futuristic, elegant, and minimalist. Tim Cook has carried on that tradition at Apple events since Jobs’ passing.

So, back to the question at hand. How did Apple become the world’s most valuable brand?

The answer is with a very strong value that is in line with their products and a highly consistent display of that value.

Those three values of simplicity, ease, and innovation are highly emotionally compelling. Through these values Apple is saying, “We’ve got you. We make everything easier and simpler.” Further, Apple is saying, “We’ll do things better, together.”

They say this in everything they do. Their products, their ads, their events, even their stores. They say this through monochromatic colors, through copies that are short and sweet, through ads that get to the point, through product photos that are sleek, minimalist, and futuristic.

More importantly, though, they’re not just saying this. They deliver through their products.

So, what can brands learn from this?

A lot of people seem to view branding as separate from their business. It’s not. Your brand strategy needs to align with your product development. The most important lesson to learn from Apple is that they set very clear, very ambitious values from the start and apply them in everything they do.

So how do we replicate this?

Understand the essence of your business

Apple understands that what it offers are not laptops, smartphones, music players, or smart watches. It offers a solution to a problem. People want to listen to music anywhere they go. iPod. People want to manage their life better. Apps. People want to listen to music without the pesky wires while running. Airpods. Technology is complex and hard to understand. Apple makes it simple and easy through innovation. By understanding this clearly, Apple is able to develop a series of clear values that become the foundation of their brand.

Your brand strategy is a part of your business strategy

Your brand strategy has to go hand in hand with your business strategy. The Think Different slogan would not mean anything if Apple is not the pioneer of personal computer and so many other groundbreaking features and products. Think Different is not just a slogan, it’s Apple’s way of thinking in their business and product development. And you can actually see it in their products, in their stores, in their events.

Consistency is everything

You’ll be hard pressed to find a brand with such consistent visual and messaging. Apple is a master at this. The campaigns I have shown here are just a fraction of what they’ve done. Every single one of them has the same visual identity and the same message. They deliver this message again and again and again whenever they can.

That is the reason that Apple is the most valuable brand in the world.