Think Different

Steve Jobs' approach to branding, as exemplified in his announcement of the "Think Different" campaign, emphasizes the importance of values and core beliefs. He stressed that in a noisy and complicated world, it's crucial for a company to be clear about what it wants people to know about it. Jobs highlighted Nike as a prime example of successful branding, where the focus was not on the product's features but on honoring great athletes and athletics. The essence of Apple's brand, according to Jobs, lay in the belief that people with passion could change the world for the better, and Apple aimed to stand for this core value.

For startups looking to build a great brand, Jobs' approach offers valuable insights:

• Define Core Values: Clearly define what your company stands for. Understand the values that are at the core of your business.

• Honor Your Values: Ensure that your branding efforts reflect and honor these core values. This could mean showcasing individuals or ideas that align with your company's beliefs.

• Consistency is Key: While products and strategies may evolve, core values shouldn’t change. Consistency in projecting your values builds a strong and enduring brand identity.

• Emotion Over Features: Focus on how your brand makes people feel, rather than just listing product features. Emotional connections are powerful in building brand loyalty.

• Differentiate Yourself: Determine what sets you apart from competitors. Your brand should communicate a unique identity that resonates with your target audience.

• Tell a Compelling Story: Craft a narrative around your brand that people can relate to. Stories have a way of sticking in people’s minds, creating a memorable brand image.

• Authenticity Matters: Be genuine and authentic in your branding efforts. People can sense when a brand is being true to its values, and authenticity fosters trust.

By understanding and embodying your core values, and by conveying these values in an authentic and emotionally resonant manner, startups can create a compelling brand identity that leaves a lasting impression on their audience.