Branding to grow your business... "Think Different"

[Dien Rice]

I was talking recently with a friend of mine who's an expert in branding... He runs a small business (just 3 people), but they've done branding and marketing work for some pretty big clients (including the Australian branch of Burger King, for example)... He could grow much bigger - but he wants to keep things small, since he doesn't want to end up spending all his time managing people...

Anyway, I'm starting to grasp branding much better, now. In the past - under some great mentors (including Gordon Alexander, and others), I've focused on direct response marketing. But branding - it is important. I think I just never understood it!

For a small business, branding may seem less important. However, if you want to grow big, then I think it is extremely important!

One good example of a "pure branding" ad campaign is Apple's "Think Different" campaign...

When you think about it, the "Think Different" campaign mentions no products. No benefits. Not the usual stuff you think of from a "direct response" point of view...

If you didn't know what products Apple made, after seeing a "Think Different" ad - you would still have no idea.

However, it is pure branding! It "brands" Apple as the brand for people who "think outside the box" - the achievers - the geniuses - the mavericks!

I think you can't deny that it works. Apple is the most valuable company in the world, and people say it is now the most valuable brand in the world, too.

Interesting food for thought (in my opinion)...!

Best wishes,

Dien

P.S. The first link below is the "Think Different" TV ad... Below that are some of Apple's "Think Different" poster ads... Finally, an article saying Apple is now the most valuable brand in the world...

The original "Think Different" TV ad - http://www.youtube.com/watch?v=nmwXdGm89Tk







Article saying that Apple is now the most valuable brand in the world