If you want your customers to “be your brand”, spend some time reading this post about how Apple has created a brand that has been built by raving fans.
In marketing and leadership, we all constantly preach the “You are the brand” sermon.
Something struck me today that maybe this statement may not be an absolute (this hit me today as I was on a run, using my Couch to 10K App for the iPhone and wondering if Steve Jobs owns a PC and if Bill Gates owns a Mac…I have no idea if they do, but something tells me they do…even if just to “check out” the competition a bit). I started wondering…”Maybe the owner and employees are not the brand…maybe the customer is the brand”. I am sure I am not the first or only person who has thought this, because you always hear of “walking billboards for your business” and “brand ambassadors” for your company.
If you take a look at the Apple commercials featuring the PC and the Mac guy, you can certainly see the resemblance in their creators (Gates and Jobs). But, at the end of the day, how many Apple or Windows customers actually KNOW the 2 founders OR people who work for the company? I know I don’t have any close friends that work for either company and according to Linked In, I am 3 levels away from Bill Gates, and I cannot find Steve Jobs on the site.
You see, I was sold on the iPhone without even going into a store. I was sold based on watching Generation Y navigate the sleek yet simple device and once apps started coming out, I was hooked…no going back for me now! And, many of the people using iPhones at the time of my purchase looked a bit like the Apple guy…cool… like they just stepped out of Urban Outfitters. And, once the PC and Apple guy started doing their thing on television, I wanted to be more like the Apple guy…life seemed to be much easier, more hip and more laid back… living out there on the edge of new media. The PC guy looked a bit like his neck tie was choking him or that maybe he needed a tablespoon of Milk of Magnesia. So, at the end of the day, if you follow the 2 brands, you will see how Apple users literally live and breathe the brand.
So…the question is…how do you get customers to “be the brand”?
Here are 9 steps that I believe Apple is using to allow its customers to “be the brand”. These are simply from the standpoint of being a consumer and talking to other Apple consumers.
1. Give your customers something they don’t even know they need it before they buy it. I did not know I wanted or needed 10,000 songs on a mobile device until I had it…I did not know I needed my 10 favorite iPhone apps…now that I have them, I get crazy when I can’t use them!
2. Build mystery around your brand. Steve Jobs makes the announcing of a new product seem like Christmas is coming, and you want to peek inside the box while your parents are away from the house…you can’t wait to see what is inside the boxcovered in foiled wrapping and mounds of green and red ribbon. We all know there is a “next Christmas” coming with Apple…we just can’t wait to see what they will come up with next.
3. Make your brand relevant. As soon as the iPad came out, apps started flying out of every corner and closet to make people crave an iPad, because the apps are relevant today…not yesterday…Just check out the top apps for the iPad on Gizmodo and you will see what I mean.
4. Keep innovating. As of the last week, I feel like my iPhone is suddenly outdated…it is only a year old, but now I want the 4G… Apple is telling me that I can “multi-task the right way” and create HD video with the phone. As a multi-tasker who loves to shoot quick video…you’ve got me!
5. Place people in your retail stores and in the public eye that look like they belong there. If you have ever visited an Apple store, you will notice the folks at the genius bar look like they selected for both their brains and their looks! I have been to the store in Durham, NC multiple times, and these guys are great. They know what they are doing and trust me…they look like they are perfect for Apple!
When it comes to branding, you want your front line folks who are interacting with your customers to drip of your brand. As I look at this photograph, there are just certain people I could never see working behind this counter. I know that this sounds like a “skin deep” judgment, but it is true…when you are building a brand you are going to want people who look like they can eat, sleep and live your brand interacting with your customers. As humans, we are going to connect more quickly with people who “look like us” so that, as customers, we can go out and sell the brand more easily to our friends.
6. Find out what your customers like and don’t like. This is critical, and Apple does this so well…this is why (I think) the Verizon conversation is floating around out there…the Verizon customers want their coverage and they want an iPhone do the work. I just find it ironic that Jobs could not connect to his iPhone during his unveiling of the new iPhone and as the awkward moment was unfolding, fabs in the crowd shouted “VERIZON!” (Awkward but a message sent loud and clear to Jobs, who I know is listening).
7. Dedicate yourself to reinvention. People think that Apple set out to compete with Windows and Bill Gates…maybe…maybe not. Something tells me that Steve Jobs is dedicated to competition but more importantly… to reinventing the entire computer industry. I believe he is leading us all to being able to live with a simple system that we can hold in the palm of our hands. This will certainly allow us to be more mobile (I know I have been much less tied to my laptop since the iPhone came into my life…and I also have to give kudos to Jeff Simpkins for introducing me to Google Apps, as all connects seamlessly to the iPhone…so, I can perform most tasks from my iPhone).
8. Connect with the emotions of your customers. We hear this all of the time, but what does this really mean in tangible steps? Apple has tapped into our emotions by giving us music that takes us back in time, by providing easy tools to make our day less stressful (high marks to the multiple apps for the Where To? app for GPS and to theGet It Doneapp for time management) and for giving us the ability to video chat and record both voice and video to send to relatives and friends who are far away.
9. Keep it simple and consistent. I can spot an Apple product from a distance. The look is sleep, simple and just look so great…I have to touch it! If your brand is complex, clunky and always changes looks, the public will get confused. So…know who you are and the look you want to present, and you will attract the customers who will “become your brand”.
If you or your team is interested in learning more about convincing your customers to “be the brand”, contact me today for a leadership coaching consultation.
weijiesi
emailondeck
charityexcellence
172
hoerwelt-jana-ritter
taylormadeproducts
directionsoftware
votehillsborough
remora
iwplay
at-counter
sovereignnations
dailyrotation
4szpaki
opensourceventilator
49773
fundingxchange
jc-copy
hyey
busse-reitsport
waltonsun
prestigia
buechertreff
nelisyndmimu
insightful
jatindersmann
zezhouds
ncdiy
tiketapasaja
ikook
vapor
elmiracityschools
hzlhw
thetechnofreak
ackroo
di-static
helt
globalmediapro
flyteco
priint
magiapolnocy
planyourroom
haustiermagazin
ngtvoice
e-kensin
estrategico
fightingforalostcause
dotandspot
vistosi
baghunter
leighrl
dijilap
1kosmos
onlineticketseller
jobs
hbawake
baronweather
praktikum
petfit-partner
ff365d
lokaunet
a-mmedia
wts999
rp5
teamshare
dolldivine
price11
sony
idp13
mhponline
ensa
365ind
syngenta
iconinteractive
streamingchile
quinephneobi
cargoos
rocketsofawesome
happyfresh
hagen
piimg
onepharma
responsibletourismpartnership
manymoon
spritfly
gameworks
thirdfederal
intellitix
tuio
xvideos-viet
napnical
toj
premiummobile
doxa
designstudiotwente
ciberatlantida
applyconnect
mixmap
gs-shopbuilder
getintothis
eon-distribuce
greencommunitiescanada
neotecperu
andersoncabotcenterforoceanlife
bendigohealth
advertisingissimple
milwaukeedowntown
kiroradio
spoonfulofsarah
goodcontent
apps
sixiang
swt
technipharm
tut
astellasgenetherapies
mylibralounge
thirdwavefund
hra-news
mikrob
annyway
gm88
afasi
vur
uberwach
carinapress
algomi
regalhousepublishing
gccisd
schwarzwaldregion-belchen
yataifc
changedmy
ogmios
americasbeautyshow
vkirin
conglin
invest
mailboxpower
sdpc
meteo
retailers
lifeteam
rococogarden
salesforce-communities
kpmgcareers
survival
qyto
360-marketing
vrouwenvannu
americancitations
vortex-intl
browningtrailcameras
skoda
iybssd2022
worldexecutive
tryten
delightfulfacts
klinikum-os
mstagency
news
mysolution
oceano
seacma
sdc
dertecom
pix-geeks
atis
em-a
vlaamsabvv
descargarlibro
nettlofplymouth
axiomverge
livecmswesteurope
sashwindows-london
cfa
domowystroj
bhfglobal
internet
dochoisaoviet
dreammachine
edin
526948
desenio
tradeforex
syemiaojia72
lemon-c
bluetreewebdesign
smake
toysnbricks
tcworld
cpsproducts
apostase
globfx
clerksroom
salcincotta
coqui
wstxsy
gageneal
868h1
blackfridaynederland
convergencepolicy
103
disneybound
blixen
vietads
parisqq
whaley
daix
gwpservices
rwred
netvolution
moklasz
artbeads
latinawife
neol
hindujagroup
ercom
beibei856nr
vas3k
5206029
goldenmarket
maguare
thebittenword
uaelinks
drtiktok
maddevs
thuis
lviv
westinportlandharborview
dzl
whitekitchenred
invictusgames2017
ville-thonon
extra-mag
agentur7403
jm2012
erotiekfolder
cryptowars
thboiler
sigridsmeineart
6t9t2zgp
southafrica
jnhrss
xfjiasu
minus99
justwebsitedesigns
martystuart
ccmsa
earprobzentti
rocknfolk
striebelundjohn
77sparx
town
global-office
lifebankcares
searchperience
worldcast
southyule
newyorkerhotel
twetch
morganconservatory
unesda
stichtingschoenmakersgilde
multiculturalkidblogs
quickbooksfiledoctor
benediktmeurer
thelightingoutlet
eriks
notepin
revesdenfants
parcchlorophylle
narod
renta
elbil24
healthyhempoil
avene
javascripttoolbox
kuaiche
jgaa
electrolux
dunkelbunt
itweb-spb
contgessuralni
drawabox
myyntivoima
sp2a2
archina
webdynamics
keepgirlsinschool
155
abp-16
5000hf
pit-business
amazone
conselharan
daveferguson
psychotherapycouncil
weblab
orderbro
virtual-tour-360
webdesign-webhosting-websites
frncomunicacao
rbch
roxyhotelnyc
brita
spiritairlinesreservations
cdsreports
chapel-hotel
betapress-bt9
webnestbd
jetbahis9000
hostmaster
saude
mocaga
artsofasianet
animagraf
timetree
zglhqz
wpdevtechsupport
illimity
mhq
moreamour
urbanet
safersociety
dashofsavory
atompark
saveas
swcsummit
unisportstore
hubwiz
konami-digital-entertainment
waytekwire
stwb
cyborgfoundation
uxbridge
sbunified
kupplung
211ventura
maymeasure
adscreativestudio
wiveswithknives
visitrjukan
unitedyacht
avonex
snmm48
bltc
germans
super45
zemezivitelka
flower33
gasverandert
giftkoeder-radar
grainedepub
seattlefishguys
hawaiihistory
centosblog
kern-medical
shuyang
weixingw
sendtestemail
genera-project
eticaret
witch
streampixels
womenofthefuture
pristinelounge
mosobltv
okadoc
spalluto
yoursiteteam
coca-cola
netbus
sausagemaker
northtec
garivers
thunderbirdartists
ryanscomputers
sarajay
pcmac
altinbas
anemo
abdksja
stockdaleleggo
ife
dvaslona
ufweather
yad
drosgj
reallifepowerpuff
bqworks
rqox
fun88next
abiste
risesun
yifenban
thepunterschoice
riefmedia
authenticcitations
buildersmerchantsnews
readify
coastprofessional
trg
herpackinglist
uslocalbiz
brand
taidegraafikot
boytv
javbob
dailytable
dulichkhampha24
citiesgosmart
educando
nuwm
cotton
knusthamburg
msqrd
xn--medbstutdelning-f2b
augen
easteat
notpot
gtrkamur
jurlique
36n
litfuel
sumatealaweb
humster3d
dongyvietnam
mathewingram
bitcoin-equaliser
savi
0480
spacecode
makeitstranger
worldspacefoundation
pprpg2
bbox
gwsh
oc-cultura
ticketplate
online–party
backbonetechnology
mexico-now
polanica
teamstepusa
maaden
hotrussiangirls
uklo
scottcares
mitsui-sugar
milliondollarcowboybar
strictlycars
digitalrestaurant
agent
financialregnews
24hfreespins
donggang
pagosadailypost
ivii
combanketh
attainresponse
cscifi
chinazhongchuang
novelwebdesigns
athletesservingathletes
theislandcreative
gsuite
fakewatches
mot-net
fpee
rsninfotech
viraltechnolgy
pomyslografia
calibermind
datenschutz-nordkirche
cookcomputing
moodtracker
rvappstudios
wecodding
educationapps
imiaobo
musicinexile
yourconnect
stucarecloud-data
viagranadom
primagest
projectpokemon
sdgactionawards
mdstrm
edmontontaxservices
mydailo
europeesinstituut
portoftyne
chichaweb
forum
creativefairplay
kalpapharmaceuticals
azatiko
coloplast
28daysoftheweb
ubbulls
pandora-communication
unitedstatesmartialartshalloffame
sevenagesdesign
lsm99online
ipko
madeiraallyear
whatisscientology
allcarewarehouse
