WEB DESIGN

Dan’s smart observation is that “Brand is everything, and everything is brand.” By that he means that all the things a business does — not just its logo and visuals, but also its strategy, call to action, customer service, communications with customers, and people — combine to determine what it stands for. Thus he concludes, “Ultimately, brand is about caring about your business at every level and in every detail, from the big things like mission and vision, to your people, your customers and every interaction anyone is ever going to have with you, no matter how small.” To Dan, a brand is essentially a performance promise incarnate.

But I would add that there is more to “everything” than this would imply, and it’s what determines how much a brand is actually worth. If a brand is shaped by everything its owner does, it is also shaped by everything else associated with the brand in the minds of its customers.

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A Brand Is Bigger Than Performance

His concerns turned out to be justified. Apple Computer, Inc. was sued by Apple Records over trademark violations in 1989.

In a 2006 interview with an MIT newspaper, Wozniak was asked again about the rationale behind the Apple name. Wozniak confirmed that it was Job’s creation, and that he came up with the name after spending a few months working on an apple orchard. “After trying to think of better and more technical names, both Jobs and I realized that Apple was a good fit,” he told the newspaper.

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How Did Apple Computer Get Its Brand Name?