{"id":233,"date":"2019-06-21T09:10:49","date_gmt":"2019-06-21T09:10:49","guid":{"rendered":"https:\/\/temp.heroesofdigital.com\/?p=233"},"modified":"2021-10-06T16:48:54","modified_gmt":"2021-10-06T08:48:54","slug":"apples-billion-dollar-branding-secrets-and-how-you-can-apply-them-online-at-low-cost","status":"publish","type":"post","link":"https:\/\/www.heroesofdigital.com\/my\/content-marketing\/apples-billion-dollar-branding-secrets-and-how-you-can-apply-them-online-at-low-cost\/","title":{"rendered":"Apple\u2019s Billion Dollar Branding Secrets and How You Can Apply Them Online at Low Cost"},"content":{"rendered":"

So let me guess.<\/p>\n

You probably own either a Mac, iPhone, or iPad right? No? (Whispering under my breath, \u201cLOSER!\u201d) Just kidding, Microsoft fanboys. I\u2019m not part of the Mac cult. I just use products that serve my needs best (I currently use a Macbook and an Android phone).<\/p>\n

Anyway, let\u2019s get back on topic before I find myself getting into the whole Mac vs PC thing. Where was I? Oh yea, chances are most of you own either a Mac, iPhone or iPad. (If you don\u2019t own any Apple products, please read on. This article will help you whether you own Apple products or not).<\/p>\n

So let me ask you Apple product owners a question: Why did you buy an Apple product and not a product from another brand like say, Samsung? For most people, it\u2019s probably down to these 3 reasons:<\/p>\n

    \n
  1. It\u2019s cool to own an Apple product.<\/li>\n
  2. Apple products are fun and easy to use.<\/li>\n
  3. Apple products are beautifully designed.<\/li>\n<\/ol>\n

    All valid reasons of course. But did you notice the common theme among the reasons above?<\/p>\n

    None of them has of anything to do with the technical aspects of the product.<\/strong><\/p>\n

    Whether you realise it or not, all the above reasons converge at one simple fact \u2013\u00a0We buy Apple products mostly because of the EMOTIONS associated with them.<\/p>\n

    Because let\u2019s face it \u2026\u00a0most of us are not tech geeks. We might know about some tech stuff here and there, but honestly, most of us didn\u2019t buy Apple products because they have better functions.<\/p>\n

    In fact, if you look at reviews of smart phones by real tech experts, you\u2019ll find many of them conclude that Samsung phones are actually better than iPhones in terms of specs. (I know some passionate Apple fans will disagree, but for the sake of explaining my point in this blog post, let\u2019s just assume the tech experts are right).<\/p>\n

    So\u2026 Why despite the fact that Samsung\u2019s phones are technically better, does Apple still achieve massive sales figures EVERY time they launch a new iPhone, or in fact ANY of their products, even though they are always more expensive?<\/p>\n

    Why do we feel such strong emotions that compel us to buy Apple products over products from other brands? Branding man, branding. While many factors account for Apple\u2019s success, there\u2019s no doubt that Branding is one of the most important factor. You didn\u2019t really care if Samsung was better value for money, or if Samsung has slightly better specs.<\/p>\n

    You just wanted the iPhone because it\u2019s \u201cprogrammed\u201d into your mind that the iPhone is cooler, better, and makes you more classy. Apple\u2019s brand wins.<\/p>\n

    That\u2019s the power of a good brand, which Apple has spent a lot of money building over the years.<\/p>\n

    So what if I told you that you too can build an irresistible brand, without even spending anywhere close to the amount that Apple spends? Don\u2019t believe me?<\/p>\n

    Oh how little faith in me you have, my dear reader. Building a brand on the internet on the cheap IS possible, if you know how. Of course, I\u2019m not suggesting that all businesses can reach the level of influence and impact that Apple has achieved. But\u2026<\/p>\n

    That doesn\u2019t mean you can\u2019t still build a strong brand nonetheless, and at a low cost too. All you have to do is translate some of Apple\u2019s branding secrets to the online world.<\/p>\n

    Let me show you how, you skeptical person. Apple\u2019s 5 branding secrets and how you can apply them online.<\/p>\n

    Secret #1: Create a unique business persona \u2013\u00a0Declare your beliefs, make enemies, and attract loyal friends<\/h3>\n

    Apple created a \u201cperson\u201d to represent their brand, and this \u201cperson\u201d is portrayed by the young, cool guy who is savvy and smart. The PC on the other hand, is portrayed as someone who is nerdy and uncool. When you buy an Apple product, you buy into their identity.<\/p>\n

    You identify yourself as the savvy and cool guy. Creating a business persona for your brand helps you attract loyal prospects who share your values, beliefs and opinions.<\/p>\n

    How to apply it online:<\/strong>\u00a03 words \u2013\u00a0Personified Content Marketing.<\/p>\n

    I know you\u2019ve never heard of this term before. That\u2019s because I made it up like a boss. I\u2019ll explain. Never has there been a time where one could create a piece of content and distribute it for the world to see. What better way to show people what your business is about at a low cost?<\/p>\n

    Content marketing is the foundation of branding online. It is the voice of your brand. It shows people who you are and why they should buy from you.<\/p>\n

    Merely writing content for the sake of writing content is stupid. VERY stupid. Everyone is \u201cjust writing content\u201d thinking it will bring them more business.<\/p>\n

    If it were really that simple every website would be successful by now. But you, being the smart guy you are, can use content to brand yourself online.<\/p>\n

    I call it Personified Content Marketing \u2013\u00a0content marketing that displays your beliefs and values, creates enemies, and attracts loyal fans. So how do you do Personified Content Marketing?<\/p>\n

    If you want to show people what you brand is about through your content, you must first understand who your target market is, analyse your competitors, and then decide on the unique positioning you want to take.<\/p>\n

    Here\u2019s why. Your brand is the emotions, thoughts, and visual memories your prospects have of your business. Your brand resides inside your prospect\u2019s mind. ALWAYS remember that.<\/p>\n

    It doesn\u2019t matter what you think or feel about your business. It\u2019s what you prospects think and feel that counts. That\u2019s why if you want to build a good brand, you have to start from your prospects mind! What is your prospect thinking about you, your competitors, and the market in general?<\/p>\n

    How can you differentiate yourself, and show them through your content? Once you understand this, you can create your \u201cbusiness\u2019 person\u201d\u009d and drive your sales through the roof by attracting a horde of loyal customers.<\/p>\n

    Write manifestos, blog posts, create videos, and etc, to declare your beliefs, values, and educate your prospects about your brand. Don\u2019t be boring.<\/p>\n

    Don\u2019t be afraid to state your opinions and show your attitude about things going on in your market. Don\u2019t be afraid you show what your brand stands for. Talk to your prospects only, and ignore the rest. When you do that, you WILL repel some prospects.<\/p>\n

    But on the other hand, you WILL also attract raving customers. And once momentum builds, the less appealed people might just join the gang. Don\u2019t fall into the trap of trying to appeal to everyone. Appeal to everyone and you will appeal to no one.<\/p>\n

    Secret #2: Sell experiences, not products<\/h3>\n

    Apple doesn\u2019t sell products. They sell experiences.<\/p>\n

    They constantly reinforce how easy and enjoyable it is to use their products, how their software is beautifully designed for the best user experience, how their hardware is beautifully designed so it feels cool to own a Mac. They don\u2019t talk a lot about the technical aspects of the product.<\/p>\n

    They talk about experiences. And it\u2019s not only about the product. Apple is also well known for outstanding customer service. They consistently rank top for customer service in the industry. All these contribute to the ultimate Apple experience. When you buy an Apple product, you feel good about it.<\/p>\n

    You have a great experience.<\/p>\n

    How to apply it online:<\/strong>\u00a0Create superior user interfaces, user experiences, and infuse copy with emotions. Make your web interface easy for people to do what they came to do.<\/p>\n

    If you\u2019re an eCommerce site, make it easy for people to find the products they want, order them, and then checkout smoothly.<\/p>\n

    If you\u2019re running a blog, make the reading experience superb by having good typography and by making good use of white space.<\/p>\n

    If you sell software, make the interface is easy and enjoyable to use. When customers email you for support, ensure your customer service serve their needs quickly, politely, and efficiently. When you write copy for your products, infuse an emotional component in your web copy to portray the experience your prospect will get after he buys your product.<\/p>\n

    Sell the experience.<\/p>\n

    Secret #3: Design for brand identity<\/h3>\n

    Apple products are sleek and beautiful. That\u2019s because they want to differentiate themselves from the typical nerdy, technical look that most other products had. I can confidently say that design alone can be the sole buying factor for some customers.<\/p>\n

    It\u2019s true.<\/p>\n

    I have friends who buy a Mac just because it looks better than other computers.\u00a0How to apply it online:<\/strong>\u00a0Invest in design that portrays your brand.<\/p>\n

    If your brand is rebellious and bold, then you probably want your web design to have striking colors and bold fonts. If your brand is all about simplicity, then you probably want a more minimalistic design.<\/p>\n

    A great example of design that matches brand identity is the hugely popular blog, ZenHabits, run by Leo Babauta.<\/p>\n

    Since the blog talks about finding simplicity in our lives, focusing on things that matter, and finding happiness, it\u2019s design is extremely minimalistic, and only allows you to view one post at a time.<\/p>\n

    ZenHabit\u2019s web design is in line with its brand and this alignment contributes to the overall identity of the blog. Good design is an INVESTMENT not an expense, on your overall brand identity. Design sells. Pure and simple.<\/p>\n

    Secret #4: Tell your story and give your \u201creason why\u201d<\/h3>\n

    Do know the story behind Apple\u2019s \u201cThink Different\u201d tagline? You don\u2019t? Shame on you! Anyway\u2026 it is about Apple\u2019s belief that people who were crazy enough to change the world are the people who actually do.<\/p>\n

    Apple honoured people with passion and wanted to create the tools to help passionate people change the world. Therefore, they advocate the notion of \u201cThink Different.\u201d<\/p>\n

    Inspiring isn\u2019t it?<\/p>\n

    Compare Apple\u2019s story to another company without a story, and that only says things like, \u201cWe have more megabytes than you, so we are the bestest of the bestest best.\u201d<\/p>\n

    Yucks.<\/p>\n

    Telling a story is inspiring. More importantly, it tells people the \u201creason why\u201d for your existence. Providing a \u201creason why\u201d for your existence draws people to you. The people who believe in your purpose will like you and become loyal customers.<\/p>\n

    How you can apply it online:<\/strong>\u00a0Find your \u201creason why\u201d and tell your story on your ABOUT page. Not many people realise this, but the about page is a very important piece of internet real estate.<\/p>\n

    In fact, it\u2019s probably the most underused page I\u2019ve ever seen. A lot of your visitors will click on your About page to find out more about you.<\/p>\n

    Use your About page to state the reason why your company exists. Don\u2019t just tell people about your features and benefits. People want to be part of a higher purpose, and connect with people of similar values.<\/p>\n

    Tell your STORY. State your PURPOSE. Be INSPIRING. Your ideal customers will come flocking to you.<\/p>\n

    Secret #5: Stay consistent<\/h3>\n

    No matter where you experience Apple, they are always consistent with their brand. They reflect the same values in their ads, marketing campaigns, customer service, products, design, and etc.<\/p>\n

    The result?<\/p>\n

    Their brand gets STUCK in our heads. When we think of Apple, we immediately feel all the emotions associated with them. It\u2019s all instant. That\u2019s the power of consistency.<\/p>\n

    How to apply it online:<\/strong>\u00a0Ensure that you stay true to your brand values across all touchpoints.<\/p>\n

    Your entire web presence is a form of brand communication online. Everything from social media, customer support, emails, landing pages, web design, logo design, and all other touchpoints matters.<\/p>\n

    Stay consistent.<\/p>\n

    After some time, your prospects will \u201cget you\u201d and know you for who you are. Staying consistent is the way to penetrate your brand into your prospects\u2019 mind.<\/p>\n

    And\u2026 That\u2019s it. Whew. This one was a tough blog post to write, but I\u2019m glad I wrote it because I think more businesses need to put more emphasis on branding, especially since you can do it at a fraction of what it would normally cost for traditional advertising. Now go. You now have the techniques to create a great brand at low cost.<\/p>\n

    Create your brand and win.<\/p>\n

    Want to find out more? Get in touch<\/a> with us today.<\/p>\n","protected":false},"excerpt":{"rendered":"

    So let me guess. You probably own either a Mac, iPhone, or iPad right? No? (Whispering under my breath, \u201cLOSER!\u201d) Just kidding, Microsoft fanboys. I\u2019m not part of the Mac cult. I just use products that serve my needs best (I currently use a Macbook and an Android phone). Anyway, let\u2019s get back on topic […]<\/p>\n","protected":false},"author":4,"featured_media":2196,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"\nApple's Billion Dollar Branding Secret You Can Apply at Low Cost<\/title>\n<meta name=\"description\" content=\"Whether you realise it or not, all the above reasons converge at one simple fact \u2013 We buy Apple products mostly because of the EMOTIONS associated with them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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