Apple’s market leading status comes from both its strategic marketing and cutting edge technology. And while the recipe for success is different for every business, here are some of the effective elements of Apple’s marketing strategy that both small and large businesses can take away from the brand:
A clear and well-illustrated unique selling point: What differentiates your service or products from your competition? Why is your target market at an advantage choosing your brand over another? Apple has an easier time than most companies in communicating their unique selling point. Their products like the MacBook Pro or iPod basically speak for themselves. They both offered features that didn’t exist prior to being introduced to the market. The iPhone certainly wasn’t the first cellular phone to be marketed, but its unique design and features were marketed and portrayed in a way that made it made it appear as the smartest of the smart phones on the market.
Logo simplicity: The key to an effective logo is simplicity. Apple’s original logo was a representation of Isaac Newton sitting under an apple tree. It was very detailed and complicated, and it wasn’t long before it was replaced with a simpler more stylish rainbow (now monochrome) apple design. Apple’s logo has been successful because it’s so easy to remember. The simpler the design, the faster an impact is made, and the brain also has an easier time translating and remembering images with less detail.
Emotion: Apple has been able to connect very intimately with its customers. Brand advocates buy Apple because of the culture associated with the company. They feel as if they are part of a community with their Apple products serving as a vehicle for self-expression. Apple’s advertising communicates human emotions very effectively. Their messaging conveys passion, originality, and innovation. Have you ever found yourself motivated by a Nike ad or brought to tears by a Hallmark commercial? Emotions are the basis for most purchasing decisions. By developing messaging and strategies based around universally positive emotions like comfort or pride, your target audience will feel as if you understand their needs better than other brands. What emotional benefits does your brand offer?
Hype: Blogs everywhere are constantly buzzing about the Apple brand and its products. Whether its new store openings or announcements of product launch dates, the company’s public relations team has the media wrapped around their finger. The strategies behind their company announcements typically bring about a title wave of product speculation, and through this media frenzy, Apple keeps consumers energized and excited about its brand. One way to create hype for your brand is by saturating you market with your message through a combination of channels (i.e., direct mail pieces, billboards, radio ads). When your target audience is seeing and hearing your brand consistently, they’ll also be talking about it, and word-of-mouth marketing is one of the most effective forms of marketing.
What do you think has made the Apple brand so successful?