During a conversation recently I had with DaveOJ, my husband, we were discussing how amazing it is that Apple’s brand is so powerful even after launching a flawed new product (the Iphone4) millions of people are still prepared to pay a premium price to buy one. I believe Consumer Reports would not recommend anyone purchase the new Iphone4, but millions of consumers waited in huge line-ups and were not happy until they had purchased the new Iphone4.
What is is about Apple that commands such loyalty and referrals that continue to make them the leaders and by far one of the most recognized brand in the world? DaveOJ shared with me that Apple, in his opinion, make lifestyle products. An example would be HP makes a computer, whereas Apple makes an entertainment hub, where everything happens and the product does everything you want it to. Their products are easy to use, continue to demonstrate that they work well, most of the time, and yes they have had some clangers in the past ( Dave's word not mine). Really DaveOJ should be writing this article because I have taken most of his input from our conversation; and the last thing he shared with me was that Apple have an unwritten motto "IT JUST WORKS" and I think that's what we all want today, for something to just work.
After this conversation my thoughts were directed to a recent question someone asked me about how to network effectively in order to receive referrals. I answered then and I will answer the same now, that I truly believe having a strong brand presence and being recognized as a leader in your industry is definitely one of the biggest assets when looking for referrals. Obviously, if we take Apple as an example again price is not always the primary driver that dictates what the consumer will purchase. Apples products are definitely not in the lower price range and can be very expensive but this seems not to turn consumers off.
If you are a small business owner and wondering how you can reach the celebrity status Apple enjoys do not be put off because at this time your brand is not recognizable. Think about some of the real life celebrities that have made movies that you would deem to be be not the best movie you ever watched. The movie does become a million dollar movie primarily because of the superstar celebrity who is well known and everyone wants to be close to even if it means sitting in a Cinema staring at a screen.
For you to achieve that level of recognition and superstar celebrity status you have to look at your branding and determine what makes you unique, what makes you stand out and know what are you really offering to your clients. It could be that you sell widgets, just like millions of other people, but you package them and market your widgets in such a way to stand out and appeal to the masses.
If you want to command branding super power status, just like Apple, take the time to work on your branding now and compel your customers to purchase your products and services.
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