Why Your Brand Will Never be as good as Apple (part 2)

12 Nov


So as the title and the previous post suggest, one blog post simply isn’t enough in explaining the reasons why your brand will never be as good as Apple. I probably could have curbed the business bashing but it’s probably just best to continue.

So previously I finished with customer service, the people that you employee that are essentially the ‘face’ of your company and serve to either enhance or hinder your reputation. So another way that you can improve your brand is by making that ‘face’ prettier. Now I don’t mean for you to select your employees on their physical appearance, I simply mean that if you want to compete with Apple maybe you should take a closer look at their unflappable design aesthetic. So…. If you’re not dedicating substantial calories/talent to designing a product that not only works really well, but also meets customer needs — and is beautiful — then you’re missing an Apple-esque opportunity to pull ahead of your competitors.

When Steve Jobs became the prime developer behind the Apple team, he decided that it was best to pare down production and concentrate on where the importance lies in terms of bringing in the real money. The discipline and focus in this operation is admirable and to follow suit, you have to forgo shiny new objects, hot trends, competitive challenges, and your innate desire to spread the seed of success as far and wide as possible and adopt a ‘less is more’ kind of thinking. You need to learn to focus your attention on what is important in a similar fashion to Apple.

So you break your promises as a brand, big deal, right? Wrong. Big mistake. A brand is essentially a measure of trust. Once you illicit a customer to buy your brand, you make a promise with them that they have bought into a relationship with your company. If you don’t nurture this relationship, you risk ruining the reputation of your brand in future deals. Apple promises that when you purchase an I-Device, you will become part of a community of forward-thinking independents that refuse to be held back by The Man. You’ll be one of those Creative Types. You pay Apple for a privilege, hope that they deliver and they do, always.

Apple has a clear and concise reason to the ‘why’ of their brand. They know what they want to represent and never falter on executing this agenda. Apparently a business that makes nothing more than money is poor. It shouldn’t be your statement as a company because it will harm you in an economic crisis if you’re cliental decides to turn their back on your brand. Does your company have a clear and compelling reason for why it does what it does? Is that reason apparent to all, including employees, customers, and even competitors? For Apple, the answer to that question is a resounding, “Hell, yes.”

So it’s easy to see that it is not just Apple’s logo and packaging that makes it as successful as it is, it is a number of reasons from a passion for design to their attention to customer service. So why not try and whip up something similar to Apple’s brand marketing and maybe you will see yourself on the top of next year’s Most Valuable Brands List’.

BPW Innovative Business Woman of the Year 2005

Listed in Top 40 Irish Female Entrepreneurs: Image Business 2006

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Finalist Image Magazine Young Businesswoman of the Year 2008

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