I’ve said it before and I’ll say it again.
Your logo is not your brand.
People don’t buy from you because of your logo. They buy from you because of your beliefs, your values – your ‘why’. They buy from you because of your brand.
Understanding who you are, what you stand for and why you do what you do, is critical to building a brand that emotionally attracts clients to your business.
The Apple logo does not sell computers. It’s the brand behind the symbol that resonates with customers.
It’s the forward-thinking, groundbreaking, outside of the box attitude that makes people want to buy Apple products. It’s the fact that Apple is always looking 7 steps ahead, they are innovative, creative and have enticingly beautiful products.
The brand experience with Apple however, goes way beyond simply a computer, phone or iPad.
Apple has focused on an holistic, deliberately structured brand experience that allows you access to not just computer technicians, but to geniuses. When you receive an apple product, half of the joy is unwrapping the simple, clean and beautifully designed packaging. Set up is is easy and voila! Your life is now in sync – from home, to work to on the go. Apple makes life simple, easy, progressive and engaging.
It doesn’t matter if you are in New York, Sydney or Amsterdam, the way Apple deals with their customers is entirely the same. The brand experience is maintained, so that you as a consumer, know exactly what to do if you go into an Apple store no matter where in the world you are. Consistency is king. Consistency created familiarity. Familiarity creates inclusiveness and inclusiveness results in nostalgia and memories.
Your brand experience is designed to surprise and delight your customers.
With 1 in 4 Millennials preferring to pay a premium for a product that will offer them an experience over a product that won’t, this creates incredible opportunities for all businesses looking to engage their target audience. Your brand experience should create a memory for your customer so that they not only remember your brand and keep coming back but are happy to share their experience on all of their social media platforms.
Written by branding specialist Debbie O’Connor
Consultant, Strategist, Keynote Speaker
