Bop Design Creative Principal Kara Jensen Shares Importance of Brand Cohesion Following Apple iPad Air Launch

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As Apple shares unique new features of the iPad Air, Bop Design identifies tips to illustrate a brand to target audiences.

When Apple creates presentations to showcase unique differentiators of each new product, there is never a doubt about who the presenting company is.

Following this week’s announcement of the Apple iPad Air, Creative Principal Kara Jensen discussed the importance of cohesive branding when presenting a new product or service.

“While Apple’s budget allows them to host large-scale announcements, we believe elements of the launch can apply to smaller businesses armed only with Microsoft PowerPoint,” said Jensen of Bop Design, a San Diego small business marketing firm.

Jensen elaborates on brand cohesion that increases awareness, confidence, and overall interest in doing business with a company:

Uniform Branding

“When Apple creates presentations to showcase unique differentiators of each new product, there is never a doubt about who the presenting company is,” said Jensen. Apple leads by example in branding by weaving brand elements into all marketing materials. Jensen stresses communicating to colleagues that the uniform use of logos, visuals, typography, and themes should always relate back to the brand standards. “Then provide them tools to accomplish it easily, such as pre-saved letterheads, PowerPoint templates, and email signatures.”

On-Message Keywords

“Cook reiterated key features about the iPad Air such as its weight, dimensions, and screen resolution. Explaining your brand position can work the same,” Jensen said. Projects like an SEO audit uncover what keywords are being used to find your business. With this data, businesses can either adopt the language of their customers or work to change the conversation.

Reflection of Culture

The brand should strongly complement the existing company culture. “Apple is known for being cutting-edge, innovative, and inventive. It’s a message told not only through the CEO, but heard throughout the hallways,” said Jensen. When presenting a new brand either internally or externally, Jensen suggests taking note of audience reactions. Seeing if members are confident and excited versus confused and unmotivated help gauge if branding is on track.

The iPad Air is another example of a successful brand presentation that attracts forward-thinking early adopters. Similar to Apple’s products, a brand isn’t just about colors, shapes, and sizes, but how it’s packaged to form a unique, strategic voice. Jensen concludes, “While Apple gears up for iPad Air sales, Bop Design will take a lesson from Cook and his team on how big branded voices still start within a small office.”

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Kara Jensen

Jeremy Durant
Bop Design
since: 10/2009
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