B2B Marketing Blog

Written by The Mezzanine Group
on October 17, 2011

When you think of a power brand, in most cases Apple Inc. comes to mind. And Apple’esque, in the marketing world, has become a common term used to describe an innovative, clean-looking brand. The successful brand is admired by many and frequently used as inspiration for brand developers.

Not every brand can, or should look Apple’esque, the question is- how can your brand take the underlying brand strategy and gain key insights from it? Below are some of the key learnings I take away from Apple when it comes to creating a powerful identity and being absolutely remarkable! Simply reflect some of the brilliant approaches below, think about your brand and the strategies that would support the total experience you want for your customers.

Here are some of the elements that I believe make the Apple brand so successful:

1. Humanistic – It’s about the people: Apple projects a humanistic corporate culture and a strong corporate ethic, characterized by volunteerism, support of good causes or involvement in the community. Lululemon is another example of how the brand was for the ‘people’ and was built on community engagement.

2. Unique Identity – Their own visual and verbal vocabulary: When you think of the Apple brand words like ‘white’, ‘direct, clever copy’ and ‘beautiful product photography’ may be on your list. And not only is the brand expressed in product design and advertising, the key is its consistency. Additional brands that are easily recognizable would be Target and Coca-Cola.

3. An authentic connection – Delivered on the ‘what’s in it for me?’ – Apple has made their high-tech, innovative products approachable and welcoming. The company has established an emotional, real and heart-felt connection with its customers. This can take several forms, from building trust to establishing a community around a product. In Apple's case, its products are designed around people: Take the Mac for example, it brings a formally very niche, designer tool that had a perception of being complicated, to a Mac Book that is user-friendly and mainstream. Apple's design is people-driven.

4. The CEO – Proudly assumes the role of Brand Ambassador – It would seem that everyone knows and respects the now ex-CEO of Apple, Steve Jobs, who will forever live in our memory as one of the greatest leaders of his time. From his public appearances to product innovations, he conveyed the notion that his products are sold for a love of technology. The golden rule to brand success is that is always needs to start from the top, it must be built internally before you can expect anyone from the outside believe and love you.

Apple got it right – Every single customer is part of the brand.

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