What was the influence of Steve Jobs? All of us who spent the 80′s and 90′s working on Apple projects know he was the vision behind so many great technologies we use today (whether or not they’re Apple products… so many of Apple’s competitors simply followed the tracks he made in the snow). One of our colleagues, Mickeleh, created this thoughtful video as we ponder his recent resignation from Apple.

What Mickeleh doesn’t mention in this video is Steve’s huge influence on marketing and advertising. Just as he simplified and smartened technology, he simplified and smartened business communication. Here’s what I learned in my years of working on Apple marketing:

1. Know your brand

First and foremost, every company must spend time thinking about and defining their brand. Everyone on the marketing team–and even in the whole company–must really understand this brand. What is the voice: is is serious or humorous or casual or formal? What are the brand values: are they speed or convenience or ease or rebelliousness?  Know all of this, write it down, codify it. This is the foundation of all marketing.

2. Always speak in the voice of your brand

Once you’ve defined the brand, live within it. If your brand, like Ben and Jerry’s Ice Cream, is humorous and natural, always be humorous and natural. If your brand, like Apple’s is simple, smart, and clean, make all your communications simple, smart, and clean.

3. Be creative–within the boundaries of your brand

Creativity captures people’s attention. A message or “look” that is different, new, or wild stands out. Be innovative in your messages… but be innovative within the confines of the brand that has been carefully thought out in step 1.

These three simple steps are very rarely carried out in business communications. But Steve Jobs took the time and effort to always see they were obeyed. This taught me worlds about communication and branding. The least I can do is share it with my current clients.

Oh, and Steve Jobs, we’ll miss you. Thanks, Steve, for everything.