There are few brands around the world that have reached the levels of true brand consistency and recognition achieved by Apple. In fact, it could be argued that there is no other brand who has so consistently and effectively integrated their brand at all levels of the customer experience as seamlessly.
However, the mystery remains behind how they have achieved such success in the face of immense competition and an age of wavering customer loyalty. The truth is that while Apple doesn’t put anything to market unless they can do it better than anyone else while staying years ahead of the competition, it is the brand loyalty that has sustained their long-term success.
Apple has some of the most loyal customers of any brand, around the globe. If there is any question of this fact, it can be answered by looking at the long line-ups and intense customer-driven hype that proceed any new product launch.
What’s their secret?
“There really is no secret behind Apple,” says Roy Murad, Business Advisor and Entrepreneur. “Apple has carefully crafted a brand identity and culture and integrated that identity seamlessly into every facet of their business. They know who they are as a company and deliver on that promise at every interaction. Their commitment and belief in their company and product has shaped the mainstream culture and create a cult-like following for Apple. While this seems simple, so few can achieve this ideal.”
SIMPLE. ATTENTIVE. FOCUSED.
It takes a strong belief in your product and your business to be as focused as Apple. Take a look at their product offering and you’ll see the definition of streamlined. They offer very few options with their core products and even fewer products themselves. They know what their customers want and they deliver in an unapologetic manner.
“Apple’s take it or leave it attitude works because they combine their unparalleled market knowledge with what is arguably the best technology in the market,” says Murad. “They understand that their customers are looking for cutting-edge technology that is simple to purchase and simple to use.”
Product performance aside, Apple maintains their brand integrity at every interaction. When you enter an Apple store or contact Apple customer service, their attention to detail and product-speak are consistent. Apple corporate drives the conversation and while their customer experience ranks highly, they are always in the drivers seat.
What we can learn from Apple: While Apple delivers a brand experience better than anyone, their road to success wasn’t without failure (think PC). What they have done better than anyone is adapt based on customer knowledge and market need. What you can take away from their business to incorporate into your own is to maintain your brand integrity; listen to your market’s response to your product / service; and adapt based on market need while remaining true to your brand.
Roy Murad is a father, husband, business advisor, investor, advocate for new business ventures, and consummate entrepreneur. Over the course of 35 years building businesses, guiding companies and identifying strong investment opportunities, while nurturing a thriving family, Roy Murad has amassed a wealth of experience; experience, that may be of value to others who are looking to shape a balanced and successful life experience.
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