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5 Important Lessons Brands Can Learn From Apple

I’ll admit, when I bought my first MacBook it was love at first sight. It was my iPhone that prompted the decision to ditch years of PC functionality and dive head first into learning a new operating system, but the familiarity kept me happy for a long time.

Still, I remember the excitement of unpacking my new laptop. At that point I felt like Apple knew me better than I knew myself. I marveled at the sleek, clean design and beauty that the company has intelligently brought to what once seemed like the most mundane of devices. My old laptop wasn’t pretty, after all.

Obviously I have a strong brand relationship with Apple, but what impresses me most is that this brand relationship feels reciprocal. Apple seems intent on ensuring a lasting love between its brand and me. It shows an ever-increasing interest in satisfying me, the customer, even as my demands grow.

When it comes to customer-centric marketing, the company is in a league of its own, but that’s not all it offers. Below are the top five lessons all brands can learn from Apple.

1. Customer-Centric Mastery

Apple has always been about the customer. That’s why he refuses to let his techies lead product innovation, and instead directs his designers to create something they want to use themselves. That means design is customer-centric — meeting the needs of customers first and foremost.

No wonder Apple is known for the ease of use of its products. The company knows that the last thing users want when it comes to their device is to manage it.

Apple also understands that the list of customer “wants” is constantly growing. It seems that we the customers are not satisfied for long. Instead of fighting this reality, Apple has accepted it. That’s why it constantly tweaks its devices based on what customers want, often making changes that customers don’t even know they need until the latest version is released.

Here’s a case in point: removing the home button on the iPhone years ago. Certainly the same applies to the dual and triple cameras in the iPhone 11 series. While other brands claim to do the same, Apple is the master of customer-centric marketing.

Additionally, Apple’s customer-centric approach doesn’t stop at new features. Product design is another example. His prowess in creating dazzling designs is well known. Apple knows that its customers value stylish, elegant designs as well as an array of in-vogue color choices. In these respects, Apple never disappoints.

It constantly pushes the boundaries of product innovation with exciting color palettes. Lavender iPhone case or pink sand sport Apple Watch, anyone? This speaks to Apple’s ability to be innovative while honoring one of the top desires of buyers, namely the ability to look good.

2. Brand Ambassadors

Apple understands the value of making consumers brand ambassadors. Instead of buying endorsements from celebrities or well-known influencers (which would be an easy layup for Apple), the company realized it could easily turn its customers into fans who couldn’t wait to tell their brothers, sisters. Cousins, neighbors, the mail carrier — well, you get the idea — how much they love Apple products. He has done the same.

Apple’s ability to delight customers ensures that they will remain loyal and continue to buy from the company for a long time, bringing in new customers in the process. She never lost on Apple.

A D V E R T I S E M E N T
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Unlike other brands, Apple is not pragmatic. He’s not trying to get customers to buy once and then just cross his fingers that the customer will buy again. Always at the forefront of thought-leadership, he knows that when consumers eat, sleep and live the brand, it becomes more influential and powerful.

Promoting the brand to customers’ friends and family not only provides credibility, but also memorable uniqueness. Creating customer advocates is something that most brands aim for, while Apple has actually achieved it by making customers feel valued.

This approach also gives the brand a very human feel as the pay-to-say element is not there. These are true brand/consumer advocates. That doesn’t mean Apple doesn’t use influencers — it just means it doesn’t need to, which is an important distinction.

Other brands would love to be in Apple’s shoes when it comes to artistically creating brand ambassadors for consumers. They haven’t found the secret sauce yet.

3. Real World Connection

When was the last time you looked at Apple’s Instagram feed? If it’s been a while, grab a cup of coffee and have a few. The bio on the page simply says that “everyone has a story to tell,” and looking through the feed shows the merit of that statement.

The page is a sea of ​​engaging user-generated imagery and video. This isn’t just about showcasing the iPhone’s features through the #shotoniphone user-generated campaign, it’s about building connections with the company’s audience.

While it’s clear that many of the images are from professional photographers with large followings, there’s also a healthy mix of amateur photographers and enthusiasts, creating a potpourri of unique and interesting images. Real people sharing captivating, personal images and videos from their iPhones cuts through the brand-speak and makes an impression on the audience.

Artistic curation focuses on the user while showcasing the stunning images that can be achieved while shooting on the iPhone. Besides the obvious promotional benefit, it underscores that we know photos are personal. They are intimate. They are a reflection of who we are, and we value that.

All of which reinforces the company’s point: What’s important to you is important to Apple. This page could easily look like others with logos, product shots and other brand-centric messaging, but Apple is too smart for that. He knows that exclusive brand-focused marketing on his page will undermine the authenticity that he works diligently to foster and maintain.

Apple knows the value of a tribe. He understands that belonging to a large group provides real-world connections that are invaluable.

4. Aspirational Lifestyle

Apple understands that people buy their identity. The company understands that bringing lifestyle to a brand is like bringing water to a desert. It is most appreciated.

Apple is a lifestyle brand for a reason. It understands that it is smart business for its products to embody the interests, aspirations and motivations of its customers, as it differentiates its brand from the competition.

A company does this by representing the emotions, values ​​and identity of its audience. It helps customers express who they are. He knows that the more a brand represents how consumers want to feel, and the more it reflects the aspirations of consumers, the better.

That is why Apple has positioned itself as a high-end or luxury brand. Brands are perceived as value for money. The Apple Watch and other Apple products are considered status symbols. They represent wealth or prosperity.

Many people like to feel rich, and buying an Apple product is one way to fulfill that need. It’s not the only reason people buy Apple products, but with emotional impact, it makes a winning proposition, because it speaks to the human experience. It also creates brand loyalty.

5. Brand equity

Perhaps more than anything else, Apple recognizes the power of branding and the real-world profitability that successful brand awareness, married to brand choice, creates.

Apple is a very valuable brand. It has exceptional brand image and brand positioning. These things did not happen by accident – they were by design. Apple has carefully crafted its brand strategy, with an eye toward perpetually delighting the customer — and I mean delighting.

In an increasingly crowded market, Apple understands that making the customer feel important means that no matter how crowded the market is with similar products, its brand will always be the one that customers know, trust and seek. In an age when branding can be minimized or devalued, Apple is a model of branding done right.