“Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs
For Jobs, products were not supposed to be stagnant objects that simply perform functions; his products were designed to help people do the things that people wanted to do. In other words, Apple products were designed to foster innovation. This approach goes beyond product design, affecting your brand’s design. Branding isn’t just about what’s on the surface; it’s also about how your company functions internally.