We Buy Brands, Not their Products: The Success of a Strong Brand Identity.

We Buy Brands, Not their Products: The Success of a Strong Brand Identity.


Anyone who owns a Windows (aka ‘normal’) laptop, instead of a MacBook Pro, understands the spiteful resistance to conform to the loyal and snobbish Apple-computer fan club. “What has Apple got that Microsoft doesn’t?”

For many, a secret envy simmers below the surface of a pro Microsoft, Lenovo campaign. For others, purist Windows traditionalism shall never be defeated. The unfathomable question still remains: Why do some assume that Apple is better than Microsoft? It could have to do with the aesthetic appeal of the MacBook (no doubt, their internal and external dynamics are beautiful). It could have to do with the iPhone association (Apple currently owns 41% of the US mobile phone market). If you’re a designer, it could be all about that succulent retina display that you get on a Mac. No contest, digital designers need Apple software in order to work professionally.

It’s so much more than that. It’s about the Apple brand identity.

“The brand has little to do with the life of the product,” claims Naomi Klein. “Rather, it is a free-standing idea. The goal of the successful brand has become nothing short of transcendence from the world of things.”

Think about it. When you purchase a Moleskine instead of a Croxley notebook you have made a conscious, aesthetic lifestyle choice that reflects your personal identity. The same applies to grocery shopping at Woolworths VS Shoprite. No doubt, the quality of the food is far better. The MacBook brackets you in the upper-middle-class category where Vida cappuccinos, SnapScan and underfloor office heating are trivial daily necessities. You know you’d be most comfortable in this group.

Fundamentally, when you purchase a leading brand, you are shrouding yourself in desirable labels that you hope will epitomize ‘you’ and, in essence, render ‘you’ of equally desirable quality in the eyes of your peers. Now that you understand how the human ego assimilates its own brand identity let’s review the brand identity of your current/prospective business.
“In order to be successful multinational corporations, you need to produce brands, not products” Insists Klein. Think about the associations one makes with the renowned logo below:


How about this one:


Or this famous one:


“Like it or not, your business exists in a modern visual culture,” says Scott Pokrant of Nuanced Media. With rapid technological advancements and the advent of the world of the internet, it is imperative that the visual appeal and effortless simplicity of your logo feeds the overall design of your website and goes hand in hand with your highly strategic online marketing campaign.
“Regardless of size, any company can instantly gain a level of differentiation, credibility, and professionalism by developing their brand identity,” continues Pokrant.

Noo Stuff Design Studio specialises in developing online brand identities for various businesses. We design your logo to match your brand. We build your website to the same specifications. We manage your online marketing campaign through social media and analytics.
We build your brand with passion and excellence, ensuring it stands out in your industry and gets people talking.
“A successful brand identity breathes life into your company.”

Does your business need a breath of fresh air? Visit our gallery for inspiration.