The new one has arrived. Not the new mobile phone from some manufacturer. I am of course talking about the new iPhone. From Apple. It is not a phone, it has become a concept of its own. All the others are followers. Perhaps not always in technology. But in myth, sales and revenue the iPhone is in a league of its own.

Just as Apple. 34 years after the start they close the first quarterly report of 2010 with a revenue of $15.6 Billions! Their share value surpasses Microsoft. The company that so many were laughing at for only 10 years ago is now setting the world standard not only in the computer and mobile industry. But also in brand management, identity consistency and shareholder profit. At the same time.

It has not been sales vs the brand. It has been using the brand fans they had a decade ago and building from that. Not only has Steve Jobs and his crew set several standards within technology, communication and design (just think about all these reflection you have on images today). Apple has shown the other worldwide corporation that the brand is the strongest sales resource.

Is it now time for Apple to also change the way the sales focused and worldwide corporations like look on brand and brand management? Will they finally see that nothing brings profit like a strong brand? And what it takes to get there.

One of my lessons learned is this, be consistent.

Sounds easy but so much harder when it comes to reality. Consistency in design can make a small manufacturer, a minor brand, to become huge. It is based on the simple fact that if people are not aware of your brand, they can’t choose it. And they won’t make the effort to find out if the product or the offer they have in front of them is from you or somebody else.

Once again they. The ones that actually owns your  brand, while you own the trademark.

For example, for millions of years ago HBO launched “Sex and the City” where the main character Carrie was working from home on her laptop with an apple shining into the camera. As you passed by a coffee shop you saw someone you didn’t know having the same looking laptop (but it wasn’t…this one was cheaper). Then  the third time you saw it, it could have been in a film. Between these moments probably 100 000 other laptops passed in front of your eyes. Grey plastic boxes. The ones with an apple on it was recognizable. And looking good.

We know how this story continues. Not only because of consistency in design but also because of consistency in customer satisfaction Apple has become The Brand. When the iPad was launched a few days ago, everyone could see it was an Apple product. Even though none looked on the back of it, where the logo is placed. The total design was enough.