14 Years Ago: During a surfing trip to Australia back in 2002, GoPro’s founder, Nick Woodman, had a very neat idea. Nick wanted to be able to take high quality action photos of his trip, but was not able to because amateur photographers could not capture photos close enough or buy quality equipment at reasonable prices. Confronted with this problem, Nick knew what he had to do, he had to find a solution. At that time when Nick had developed a personal, versatile action camera called the “GoPro,” little did he know that he was about to set foot upon a billion dollar empire. His desire for this specialized camera system that could capture the “professional angles” inspired the GoPro name.
Millions of people have used GoPro’s products, and the company has never failed to innovate since its first GoPro “Hero” digital camera released in 2006. With each successive release of its products year after year, GoPro has developed one of the most distinct brand identities of its kind. GoPro’s unique brand identity is perfectly on display when viewing their website, and it really captures all of what GoPro as a company enables their customers to do. Perhaps the most intriguing thing about GoPro’s success isn’t about the camera’s itself, but instead the “experience” of using their products to capture one’s adventurous moments.
Pathos: One of the challenges that GoPro first faced as a company was how they could market their products to consumers in a format that was easy to understand, yet detailed enough to give a prospective customer a complete product offering. This is very important for a technology company to do because their product offerings inherently come with their own “learning curves.” By simply viewing the company’s website, it is clear that they have found the perfect balance between these two imperatives. Visitors are greeted with a seamless and flowing home page which showcases GoPro’s personal brand through the use of a crisp and clean layout featuring the company’s newest products, as well as a stunning portrayal of the media that their cameras are able to create and provide to customers.
Ethos: GoPro has successfully created a sense of fluidity and continuity in the creation of their brand’s image. Each page of their website is formatted in a similar way which is easy to navigate, and is focused on content. Constant use of their signature black, blue, and white color scheme is proudly on display as visitors to the site visit each one of the tabs located at the very top of the page. Each tab has its fair share of interactive, multi-media content which does a great job of showcasing the highlights of their products.
Logos: It’s no wonder why GoPro sells millions of its action cameras each year thanks to the way that they are able to target their customers effectively. In essence, GoPro isn’t just selling their products, they are also selling the “use” of their products too. One of the first things a potential customer asks themselves when considering purchasing a GoPro is, “what are the camera’s capabilities, and do they meet my expectations?” The great thing about this process of “consumer exploration” is the way that GoPro leverages this revenue generating opportunity to its advantage. By integrating the important information about their cameras directly into the same areas where its “user experience” is portrayed, GoPro is able to deliver an immensely powerful ability to strike its message deeply into the minds of their customers.
Capture. Create. Enjoy. These are the words that the number one action camera manufacturer lives by; a motto that perfectly grasps what the company is all about. GoPro truly lives for their products as well as throughout its products. As they continue their rapid growth and persistent innovation, the future sure does look bright for the action camera maker. My only unanswered question is, where will they go next?