Brand Identity Research

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Brand Identity Research

Apple’s personal touch and PayPal’s consistency are significant examples of brand identity in the technology industry.

Apple’s Personal Touch

  • Unlike in the previous years, people today no longer associate with a product first, but rather, the brand and what the brand stands for. In such a competitive environment, brands are looking to strike a lasting chord with their audiences and find returning customers. The digital ecosystem today provides incredible opportunities that sympathize and interact with consumers on a more human level.
  • Brands such as Apple understand the importance of connecting with consumers personally, especially in such a competitive industry. Creating a personal and a human touch is the only way brands such as Apple have continued to stay afloat in the digital age.
  • Almost every invention Apple puts out succeeds, which explains its unparalleled revenue growth of $8 billion to $180 billion between 2004 and 2014. Apple’s success is not just monetary of sales of products, but its approach and how the company has revolutionized the market space because of its strategies. By incorporating a human touch in its products, every release creates raving customers who queue for hours to purchase a new product’s first iteration.
  • Apple utilizes emotions to create a human connection with its audience and gain brand loyalty. The brand has continued to use simplicity, a clean and uncompromised design that connects with the audience by creating a desire to form part of a lifestyle movement. Through a well-crafted desire, Apple can appeal to the most basic emotional need: the need to become a part of something bigger.

PayPal’s Consistency

  • Consistency is the backbone of brand identity, and PayPal’s consistency is arguably one of its best qualities, especially in brand identity. The company’s stock has continued to uphold a high valuation and double-digit growth over the years.
  • In 2014, PayPal did a brand identity overhaul with the help of fuseproject. Like Mastercard, PayPal maintained its recognized brand identity characteristics while incorporating an identity to fully express its innovative concept and future as the digital payment leader. “The result is a system with a bolder wordmark, stronger monogram, more vibrant colors and a dynamic angle graphic that increases user perceptions of trust and innovation,” fuseproject explains.
  • For instance, the PayPal logo is strategically placed for credit card readers to see, which fully aligns the company’s brand identity on both digital and physical products and properties.
  • On the other hand, PayPal’s logo center applies an innovative approach to ensure brand consistency while providing different visual tools and badges. Through the visual tools and badges, companies can communicate with their customers to let them know that they accept PayPal payments and run any other PayPal activities such as free return shipping for customers with PayPal checkout. All these factors also help to run on-brand PayPal promotions.
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