"Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions." Richard Branson, Virgin Group's founder.

 

The yearly Brand Finance Global 500 2021 Index declared Apple as the most valuable brand around the globe. Its brand value skyrocketed by a whopping 87% in the last year to USD 263.4 billion. Such a mouth-watering figure.

 

So it's a no-brainer that this technological behemoth is an excellent example regarding branding a business in the modern world. Your answers to the following questions will determine whether you can be the next Steve Jobs, even in your small way:

 

1. Can Your Brand Convey Dreams that Evoke Emotions?

Let's face it: buyers are selfish. They don't care about you and your 'cool' products. They only care about how you can make their lives better. So your brand should convey a dream that stirs up emotions and desire in them. 

 

Through cutting-edge technology and innovation, Apple has always strived to enhance its consumers' life. Consider these: Macs that were colorful compared to the grey and boxy computers, intuitive User Interfaces, virus-proof devices, and hearty dances in Rockin' iPod advertisements. All these points to one thing- sleek technology that breathes freshness in people's lives.

 

An iPhone is more than a smartphone or cellphone. It puts the power to do everything on the go in the consumers' hands. Well, some android phones can do that too, right? 

 

But there is something cool about iPhones that the target niche finds irresistible- the dream that Apple promises. Steve Jobs' clever branding stirs a rush of emotions in buyers cleverly and brilliantly.

 

2. What's Your Brands Personality?

Your brand's tone and style are a great starting point. But don't stop there- everyone else is doing that nowadays. Instead, view your brand as a person that has unique thought processes, behaviors, and personalities. 

 

Be in a position to describe your brand, assuming it's a real-life person. Then assign an ideal spokesperson for this person. Lastly, be sure your buyers feel special when using your products 

 

If you've used Apple, I bet you pictured the brand as a cool, stylish, and brilliant person. Yet, this person remains simple and clean. Their stores and product don't bombard people with unnecessary messages and clutter. 

 

Instead, consumers get to experience a simple, clean, and confident image that doesn't shout in an attempt to attract attention to itself. I bet you agree that their commercials beat those of PCs hand down when it comes to being clean and simple. 

 

Next time you enter their stores to purchase a phone, note their easy yet impactful messages in their ads, packaging, and other areas. You'll learn a thing or two.

 

3. What's Your Visual Feel and Look? Is it Relevant to the Target Audience?

After taking care of your personality, it's time to color your world. Are you okay with a refined script or trendy font? Does your brand's personality augur well with bold and angular or open and airy layouts?

 

According to the Academy of Marketing Science's Journal, visual feel and look can change a brand's personality and how people view it. And Fortune agrees that buyers make good use of their eyes when window-shopping. They desire beauty and a better life. 

 

Apple is good at its visual and visceral. For instance, iPad messages and commercials have lively visuals that attract the interest of any viewer. They don't stop at just telling viewers about their brand and products; they entice people to see for themselves how they can enrich their lives with Apple.

 

Remember, Apple's look and feel has evolved over the years. Their branding has never been a “set and forget”. They always ensure they develop at the same pace as people's expectations as innovative technologies continue to open up new possibilities. 

 

Therefore, adopt a color scheme and develop it over time to gain relevancy among your audience. You don't want your brand to get stuck in the 1990s' idea of sleekness. 

 

4. Do You 'Wow' Your Customers?

Ever owned a MacBook Air? You'll agree that one cool thing about this product is that you can carry it in a manila envelope. Now, with today's need for portability, who can resist that?

 

Be sure to inject some wow factor into your products to strike a conversation among your fans and drive them to desire it. With this simple trick, your biggest fans will stick with your brand and be its ambassador. 

 

Another thing to remember: don't take for granted your biggest fans' purchases' value and what they bring in through word-of-mouth advocacy. According to Fortune, most companies tend to focus on selling to strangers instead of the best customers and referrals. Such an approach has led to many losses. 

 

5. Do You Tell a Captivating Story?

Create a story that puts your brand at the center stage as the hero. Let it talk about your target audience's pain points and how your heroic brand can eliminate those issues. 

 

Just remember the number of times PC owners laments every time and again about crashes and other weird issues. Many, isn't it? Apple has always come across as that hero who remains reliable and works for every customer. Instead of buying unnecessary headaches from them, you purchase a product that stays true to its promises. They always strive to stay true to their commercials. 

 

So be sure your story has your brand as a hero at the center. Your top fans will spread the story through word of mouth, social media, and other channels to their friends. And anyone who will want to experience such a story will come knocking. 

 

6. What are Your Platforms?

Now, you need to push your brand on platforms where your target audience hangs. Whether it's social media, partner relationships, websites, or products, be sure to remain consistent across all your chosen platforms. 

 

For example, your brand should not sound like one thing on a multi-page product manual and another in a 130-character Tweet.

 

You've seen how Apple nails uniform and consistent brand image across its selected platforms. While at it, it has remained intentional

 

7. Develop a Brand Charter

Well, Apple's marketing department is way above your humble beginnings. But don't let the lack of this luxury hinder you from pushing your brand forward. 

 

Develop a brand charter from the above questions. While a simple one will do, be sure it covers all those areas. That way, it becomes easy to assess new brand communications. 

 

You now know how to brand your company like a pro. Like Steve Jobs and his Apple. But if you need assistance regarding branding and marketing, we have your back. Kickstart your journey now with a comprehensive consultation with us.