Seamless brands work from the inside out. They look at what makes them them. All touch-points with the target audience relay the same information or aspects that the brand functions around. These congenital values must act as the thread which knits the company together.
Simon Sinek suggests that “people don’t buy what you do, they buy why you do it” which supports his theory to “start with why” and work your way outwards whilst interrogating your brand . By constructing a strong, unique nucleus which works in differentiating the brand from competitors in the market, a strong and seamless brand can be born. The video below expands upon this theory in more detail:
Apple, as suggested by Sinek, is a brand which brilliantly encapsulates the concept of seamless branding. In my opinion, Apple’s core (pun almost certainly intended) stems from one simple idea proposed by CEO Steve Jobs and articulated in their 1997 campaign entitled ‘Think different”:
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
Watch the ad below:
All of Apple’s communications are intrinsically linked through its core brand values of design and innovation, ease and simplicity as well as quality and ingenuity. This is perfectly encapsulated in the physical products themselves, their website and even the in-store experience. I’ve previously posted about Apple here, here and here.
Naomi Klein argues that companies such as Apple are no longer selling products, they are selling a brand together with a perceived brand lifestyle . The company acknowledges that “all brand touch-points must reinforce the Apple brand” leading to a consistent and coherent brand identity . Below is a brilliant presentation which compares Apple’s values to those of Google:
Innocent are another perfect case study for seamless branding and a personal favourite of mine. The company’s founders, Richard Reed, Adam Balon and Jon Wright, have a working background in advertising and marketing which was undeniably helpful when setting up the multi-million pound company and monopolising the smoothie market with a 71% share .
The brands core values bound together and simply articulated in their company name: Innocent. Their products are made from “nothing but nothing but fruit” and this no-nonsense simplicity is communicated through all their advertising campaigns, online activity and even packaging. Their tone is pitch perfect and helps to define their brand with a unique, charming clarity and endearing unpretentiousness which distinguishes ‘Innocent’ from competitors, binding these values into a homogeneous hotspot of simplicity; ‘Innocent’ are innocent. Simple.
By adding tiny details regarding tonality to their packaging, website and social media, Innocent display a consistent irreverent humour and friendly sociability which is thread throughout their brand, knitting it together.
2. Klein, N., 2002. No Logo. Picador