Trust us, you don’t want to be Apple.
Beyond the Cult of Apple: Building a Brand That’s Truly Yours
For practicality purposes, here are the two biggest hurdles: In 2020, Apple reportedly spent a staggering $1.8 billion (₹14,000 Crore) on advertising and marketing, replicating their global brand strategy will be out of reach for most businesses. Secondly, while emulating Apple’s style might appear appealing, your brand might struggle to establish its own unique identity in a crowded marketplace.
“It is better to fail in originality than to succeed in imitation.”
– Herman Melville, Novellist, Hawthorne and His Mosses
While Apple targets a broad audience that spans globally, your brand’s success hinges on not being everything to everyone. A brand’s true power lies in its unique identity and connection with their target audience.
Brand Identity: A minimalist aesthetic might not align with your brand’s values or product. They might crave something more familiar, something that resonates with their daily lives. Take, for instance, Fabindia, known for its ethnic wear and homeware. Their tagline is ‘Celebrate India’ and their brand identity champions vibrant colours, intricate patterns, and traditional Indian motifs. It connects with their audience who appreciate Indian heritage and craftsmanship.
Target Audience: Apple’s audience has a specific taste for premium, technologically advanced products. In today’s world, consumers can easily spot a copycat as they crave authenticity. They’re drawn to brands with a genuine story and identity. When your brand reflects real intention and effort, it fosters a deeper connection with your audience.
In 2023, we had the pleasure of working on the rebrand of FarMart, an SaaS platform rebuilding the good food economy in India. Their goal with the rebrand was to empower and seamlessly connect all the stakeholders in their ecosystem – from farmers to businesses to consumers. While FarMart aspired to a global presence, we recognised the importance of anchoring their brand identity in India. The seed emerged as the perfect symbol for their brand. In Indian culture, seeds hold immense significance. They represent not just new life, but also hope, potential, and the cyclical nature of agriculture. We further strengthened this connection by “planting” the seed motif throughout their design system. Additionally, we selected a font that could be used in Devanagari script. These thoughtful design choices fostered a sense of familiarity and comfort for the Indian audience, strengthening the connection between FarMart and its core values. It also resonates with audiences worldwide who appreciate authenticity and heritage. It positions them as a confident and knowledgeable player, qualities that translate across cultures.
Focus: Unlike Apple, which focuses on a limited number of products, many businesses offer a wider range. Their brand strategy needs to reflect this variety. For example, Godrej Group, a household name in India for over 110 years, boasts a diverse portfolio of brands, each catering to different needs within the Indian market. However, a closer look reveals a unifying thread – their core message of “progress for a better life”. In 2008, they underwent a rebranding to establish a global presence while still holding onto these core values. As they mentioned in Godrej’s Change magazine, their brand “was re-launched to communicate the new brand positioning of ‘Brighter Living’ along with the fresh identity to re-energise its bond with a new, optimistic, resurgent India.”
Understanding the visual elements, cultural nuances, and shared values of your target audience is crucial. By creating a brand strategy that reflects your product variety and connects with the local landscape, you’ll be well on your way to building a successful and sustainable brand.
Innovation vs. Tradition: Apple focuses on innovation and it works for them, while many successful businesses leverage the power of tradition and heritage. Their brand identity becomes a way to celebrate their history and connect with customers on an emotional level. Local aesthetics and cultural references play a significant role in achieving this connection.
In 2023, we had the opportunity to rebrand Maison Galaxy, a thriving chain of department stores in Kinshasa, Democratic Republic of Congo. From the beginning, we knew our goal was to celebrate their cultural roots and foster a vibrant community feel. Through extensive research, we drew inspiration from the rich tapestry of Congolese Kuba culture, incorporating their textiles, textures, hand-painted signage, and colour palettes into the brand identity. Once created, we were thrilled to hand the design reigns over to Concept by SOWE, an architecture and interior design team extraordinaire. Their ability to bridge traditional and contemporary aesthetics perfectly aligns with our vision for Maison Galaxy’s new future-forward space.
Brand strategy doesn’t have to be a binary choice between tradition and innovation. Instead, it can be a harmonious blend of the two. By embracing both elements, you can create a brand identity that resonates with your audience while propelling you towards ahead.
Conclusion: Ultimately, there’s no one-size-fits-all approach to branding, positioning, or marketing. The key lies in finding what feels authentic to you, your brand and your brand.
“Listening, not imitation, may be the sincerest form of flattery.”
– Joyce Brothers
Remember, our emotions are a universal language. The deeper you connect with your roots and values, the stronger your connection will be with your audience. Staying true to yourself is the first step on any successful branding journey.
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