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How Apple built their brand



How apple built their brand

There is no doubt that Apple has been named the king of brands according to Forbes. From the product to the services, it is everything you can think of branding. How apple built their brand is not a secret formula hidden somewhere but why haven’t others followed suit?  Branding is a deliberate strategy you consistently live up to. That’s hard work.

Despite the high prices of Apple devices (anyway, that is what you enjoy when you’ve got a great brand), among other concerns of users, like difficulty in finding apps on app store etc. Users still keep coming back after every new release. This is a strong customer loyalty. Apple built this strong customer loyalty. See the article how to build customer loyalty to see how you can win and keep customers like apple.

The sense of belonging apple users share, that statement “I am an apple user” gives a sense of pride that customers want to associate themselves to a product. Only a well satisfying product commands such respect not really about the high cost. A user once said, “buy an apple phone once and get trapped in the thrill.” This is not magic. This is how apple built their brand.

1. User experience:

Branding, in a nutshell, is the experience users get when they use your product. For coca cola, they defined theirs to be “a refreshing taste” no matter how unhealthy you think carbonated drinks are, it’s hard to resist a refreshing experience. Same with Apple, no matter how high the price of Apple devices is, you hardly can resist the pleasure of satisfactory products.

Apple sells a promise and consistently work hard to live up to it. In branding, the product and the associated user experience is a priority not the colours of the logo and how beautiful it looks. Though your logo should have a connection with your brand. How does Apple create this user experience?

Apple does this by

      • Paying close attention to superior design and packaging
      • Providing top notch customer service
      • By following a premier pricing strategy
      • Exhilarating advertisements featuring people trying to radically change the world with an electronic device – their device. like you see in movies, Apple products are flaunted in offices, homes and events.


For users they believe, what you see is what you get when it comes to apple. Does this happen overnight? No! It happens over time just like the process of building trust in business When you have a good product, your customers become your marketers, especially in this social media era. When your product doesn’t deliver to your brand promise, advertising will kill your business faster. Creating an awesome user experience is a priority to apple. Their products speak for them! Can your product stand as your brand ambassador?

2. Customer loyalty:

Apple has understood exactly what’s most important about building a brand – creating customer loyalty. This is the goal of branding. From product awareness, getting the market to be interested, engaging users and getting them to repeatedly purchase your product. Which you can achieve through a great product launching. Apple has systematically mapped their way to the heart of user with every deep sense of emotion.

Related: 7 vital steps to building customer loyalty


3. Leveraging emotion to build a brand identity.

Apple has nailed the art of launching new products . As soon as the word about a new launch gets out, it sparks a wave of excitement and stirs debates on what’s new amidst its loyal fan-base, prospective customers, and tech savvies across the world. this is one of the reasons why every product should be launched

Read also: Reasons why every product or brand needs a launch

Apple appeals to the emotions of the public. Who doesn’t want to be associated with the luxury of using an iPhone? From the product quality to the experience it offers. It’s a feeling to be associated with.

4.Think Different:

Have you heard the popular saying in customer relationship? customers are always right, listen to your customer, know what they want and deliver to them? This mantra isn’t a priority to apple. To customers, apple is always right. When you make this transition where customers think of you as always right then, they will happily follow your lead.

How apple built their brand

Apple dictates the lead. Customers don’t always know what they want, they want to be directed. So apple upgrades with innovation that wows the market. Customers don’t tell apple what problem their device needs to solve. Apple solves a problem and makes users aware that a problem they didn’t know was an immediate problem has been solved in a recent release.

This builds anticipation and readiness that makes customers hungry for the product. This is the sales secret to the more than 2million sales in less than 3months for a product that costs about 999$. They make their product market-ready before the product launch. Users are always thinking, what could be the next new features. Apple tells them, even before customers could think of it. The best form of customer service isn’t attending to their problems timely but ensuring that no problem comes up. This is the most excellent customer service apple adopts.

Does apple listen to customers? Yes, maybe their appreciation out of deep satisfaction. Do they know what they want and deliver it? Yes, maybe to put it better, they find a need they’ve not discovered yet and delivers it.

5. User engagement:

No business ever succeeds by staying disconnected from their customers. Apple takes time to tell users about their new upgrade. They announce to the market what new feature they’ve made and most importantly why the new upgrade is better. People want to stay current so take enough time to update them. Be at the front line of your market to answer questions, educate users and lead the awareness. Apple has the best at heart for their customers. They dictate the market but they don’t forget to engage the users.

There could be more on the internal that brings about to what’s seen on the external. The result is what the market sees. Build your organization then build your brand.

Favour Emeli is passionate to see businesses grow and yield increasing profit. He consults for business and has helped some secure grants and funding. He is the Author of 365days Business Devotional For Entrepreneurs

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    Brand stories




    Apple Brand

    As the digital world takes over the marketing space swiftly, the Apple brand follows suit at the same pace. Unarguably, this’s a brand that goes the extra mile, exceeding expectations, leading and dominating the marketing platform in the tech world. Moreover, it has optimized customers’ experience and expectations.

    With their superb products displayed in phone stores and slots, you can’t seem to not take a third look at them as you yearn to have one or more of their products in your possession. There’s this feeling of fulfillment that comes when you buy Apple products. However, to others, it is an opportunity to earn respect, having a high-ranking placement in society.

    Read More: MOST VALUABLE BRANDS 2020.

    What does the Apple Brand represent?

    The Apple brand has become a valuable asset and has successfully created a euphoric atmosphere, an all-new brand experience in the lives of their customers. Therefore, the brand represents creativity and passion.

    The Apple brand personality is solely about lifestyle, imagination, actualization of dreams and aspirations, innovations, and liberty to the people through technology.

    Apple is an I.T brand in which customers have fierce loyalty towards, having built a stellar reputation via voluntarily trading and accepting criticisms from customers. This is how apple creates value for customers, as they build strong convictions about its products compared to its competitors.


    7 Things Apple Brand Experience Mean To Customers.

    1.  Advancement:

    Truthfully put, you can’t use an Apple product and remain an amarture technologically. There’s no pain agreeing to the fact that the Apple brand is incredibly powerful, technical and at the top echelons of I.T gadgets in the world. Customers take notice of recent models of its products introduced and surely, there’s always improvement recorded meeting their needs satisfactorily.

    2. Productivity:

    The Apple brand has build trust with its customers over the years. Its productivity rate has been remarkable over years. Apple has improved its brand’s customer experience in this regard to the benefit of consumers.

    3. Communication:

    Apple brand experience means communication to customers. And this is another strategy it has taken to broaden its space in market positioning. Today, there are different options customers can switch to in order to air their views; make suggestions, ask for help, inquire about the product, and relate well and interact with the customer care representatives. All of these are lacking in other brand products but has created an edge for the Apple brand.

    4. Simplicity In Complexity:

     Apple products are often complex but appear to be simple still. Accordingly, the technique incurred is one that other brands need to learn and understand. Apple helps reduce the complexity of its products, in fact, it simplifies its users’ guide manual, web page, and detailed description and package. Apparently, the beautiful designs and structures of Apple products satisfy its customers. The company understands the need for its customers to be aware of the pros and cons of the utilization of their products. Hence, the use of simple, precise, and direct words were instrumental in passing information across to its customers, in their language.

    5. Broadened Connectivity:

    The Apple experience goes beyond its stores, that is, spreading its tentacles across various cities and locations in the world. Connectivity begins the moment you take a step in the purchasing journey, down to unveiling the product and utilizing it.

    6. Possibilities:

    With the introduction of its thrilling features, the Apple brand never cease to amaze its customers, and the world at large. Apple depicts that everything is possible; every idea and dream is achievable, with determination and consistency.

    7. Acceptance:

    Apple has shown that little things matter. Their acceptability has earned them the leading position in the world of tech. Hence, customers show more interest in the Apple brand as the company accept and act upon their feedback. This brings about the satisfaction of their needs.

    There’s, indeed so much to learn from this tech giant.

    Read More: How Apple built their brand

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    Brand stories

    Why Nokia failed and 4 ways to protect your business



    Why Nokia failed

    Why Nokia failed has been a hard nut to crack but with a lot of lessons on 4 ways to sustain your business that you easily might take for granted like the Nokia giant. Nokia was recognised as the king of phones but not until the evolution of smartphones began. This article isn’t centred alone on why Nokia failed, it also would show you 4 easy ways to sustain your business that Nokia neglected.

    Nokia was the most valuable phone brand like what the Apple brand is today. It takes a lot to get to the top but it takes more to stay at the top. Studying the market disruption in the mobile industry that was pioneered by blackberry, there are majorly 4 reasons why Nokia failed. The same reasons brought the blackberry brand down and other top brands. Below are the business mistakes that reveal why Nokia failed and 4ways to sustain your business against these mistakes.

    1. Complacency

    It’s easy to feel relaxed when you are dominating the market. Competition, not monopoly is what makes a brand ruthless in its market dominance. In an open market controlled by the forces of demand and supply, complacency is your biggest enemy.

    The open market is like a jungle where the lion wakes up knowing if it must eat, it must have to outrun the fastest Gazelle and the Gazelle wakes up knowing that if it must remain alive, it would have to outrun the fastest lion.

    Here is the lesson, No matter your market positioning and how much of the market share you have, you must understand that business somewhere, somehow, is making plans to disrupt and take your market share. It doesn’t matter if you’re enjoying a monopoly. This is the major reason why Nokia failed. When you have come to the top it’s important you start leading with innovations that make new market entrance almost impossible.

    2. Nokia Lacked foresight.

    Another reason why Nokia failed was a lack of foresight. When Nokia got to the top, they were more interested in building an ecosystem and collaboration within their mainstream platform just like what google had successfully done with their android ecosystem.

    There move was right but their platform was the problem. This is like building a massive structure on a sinking soil. The era of Java mobile apps was just phasing out but they couldn’t see it. This is like climbing a ladder leaning on the wrong wall. Once the platform was phased out by market disruptions, their whole ecosystem collapsed.

    Here is another lesson on why Nokia failed.

    Going forward is not enough in business, it’s going forward in the right direction that’s important. The direction is more important than speed. Get your compass right before accelerating with speed.

    3. Wrong partnership

    There is every logical reason for Nokia to partner with Microsoft. They joined the leading operating system when it comes to computers. If people loved it on computers, they would surely love it on phones. This singular assumption contributed to why Nokia failed.

    Why Nokia failed

    Nothing kills a business like a wrong partnership. Windows phones were different likewise iOS phones. What was the difference? Market acceptance. Apple built a brand that made customers believe they were buying more than a phone. They were buying quality value, class, and prestige thus, their prestigious pricing. Nokia started its recovery process with its freedom from the partnership.

    Here is the lesson, not all partnerships are valuable in business, consider partnerships based on strengths and weakness, opportunities and threats it can bring to your business. Another lesson is that the assumption is not enough, data-based decisions are more important in pivoting a business.

    4. Fast follower strategic plan should be handy

    First-mover strategy pays off so much though not without its own disadvantages as I wrote in my last post on first-mover strategy: the success secret of American businesses. Nokia reaped of the enormous benefits of a first-mover in the mobile space but when disruption happened in the industry, the least they could have done was to follow fast on the new market leaders.

    Read Also: How to follow fast with the fast-follower strategy [with case study]

    The first mover is to be the first to penetrate a market, first to start an innovation or first to introduce something new to the market or even create an entirely new market. Fast follower strategy is simply to copy what others are doing and making it better or taking it to a place it has never been. Why Nokia failed to apply this could be their desire to cause a more disruption that will gain them back their market share of simply a lack of finance and technical advantage required to fast which led to the partnership with Microsoft.

    Here is the lesson to learn.
    In business, be flexible enough to make changes. Grow big but remain small enough to make changes when needed. Big businesses lack the speed of execution due to the numerous gap in the management ladder from top-level managers to lower-level managers. Be small enough to be fast in making changes. This is one of the reasons small businesses disrupt the market before big businesses realize what is happening. This contributed as well to why Nokia failed.

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    Brand stories

    THE COCA-COLA BRAND STORY: 5 Growth Attributes



    THE COCA-COLA BRAND STORY: 5 Growth Attributes

    For every brand strategy planned and implemented appropriately, there is a high tendency of it experiencing a skyrocketed growth level in all ramifications. Similarly, for every successful brand, there lie stories and lessons that follow afterward. Same applies with the Coca-Cola brand.

    The Coca-Cola brand story remains invariably a big bang theory that rings through the heights and depths of the vast world of business.

    The Journey So Far:

    The Coca-Cola Company was established in 1886, when Dr. John S. Pemberton, a pharmacist in Atlanta got an idea to experiment a soft drink that’s refreshing and can be sold out. The idea birthed the excellent Coca-Cola drink and was well commended by everyone who tasted it.

    However, the pharmacist, Dr Pemberton struggled to attain success because he had no marketing plan suitable for the drink. Fortunately, Dr Pemberton’s bookkeeper, Frank M. Robinson became very resourceful at that time. He gave the name “Coca-Cola” and designed the initial brand logo, which has been modified overtime. After a while, a man, Asa G. Candler took Coca-Cola out of Atlanta for the time. This saw to the astonishing feat the brand later attained globally.

    One marketing effort embraced by the Coca-Cola brand is based around offering customers’ satisfaction, which is stemmed from creating sustainability of their strategic growth admired by all and sundry.

    Coca-Cola Company is undoubtedly one of the best distribution networks in the world, as long as the beverage industry is concerned. Its market focus and growth strategy cannot be overemphasized. Owning to the fact that there are other beverage brands in the industry, the Coca-Cola brand remains topnotch and has since recorded tremendous successes in its market position.

    Attributes That Sustained Coca-Cola Growth:

    Brand success can be an easy task compared to its ability to sustain the success story. It all boils down to knowing the nitty-gritty of the strategic growth and sustainability of the brand’s growth.

    So, what has helped sustained the growth of an iconic brand like the Coca-Cola brand?

    1. Vision:

    The Coca-Cola Company’s vision statement is a strong influence on the company’s needs towards achieving the sustainability of a qualitative growth scheme. Its vision is, however, centered on fundamental growth factors. They include:

    1. People
    2. Partners
    3.  Portfolio
    4.  Profit
    5. Planet
    6. Productivity

    With the vision in sight, the brand never ceases to dish out fresh, exciting, noteworthy, and unique marketing campaigns for over 130 years. Coca-Cola brand identity has also gained firm market positioning in the hearts and minds of customers at all levels from generation to generation.

    2. Wariness of Changes:

    Change, as we know is universally constant. Marketers and brand owners in general, seem to shy away from big changes that are likely to occur. The fear of these changes resulting in a diminishing return is inevitable. The decisions made during such changes can either make or mar the brand and as such, it is paramount to be wary of changes.

    With the excellent success recorded by the Coca-Cola brand so far, it might be a shocker alert to know that there have been mistakes made in the past which at some points affected the company’s growth. In its bid to satisfactorily meet the needs of customers, the company faced a terrible shift in branding and drink flavour compared to its counterparts.

    Therefore, it is advisable to cogitate seriously when it comes to rebranding or restructuring. This is one factor Coca-Cola subscribed to, which of course has helped sustain its growth.

    3. Maximizing the Brand’s Power:

    The growth of the Coca-Cola company has stood over the years because of the maximization of their brand’s power. They’ve been able to focus on building a brand, rather than its products.

    Most brands in the business world today, are still very much shaky and are on the verge of collapsing because they have the “my product, my pride” mentality. One secret is, your product or service is zero without a powerful brand. The Coca-Cola company has been able to sell their brand, their idea, and experience, rather than their product.

    4. Consistency:

    You will strongly agree that the Coca-Cola company is one that remains consistent in all areas. Regardless of the umpteen customers, they’ve attracted, they never cease to create awareness and come up with new and captivating marketing campaigns to attract both old and new target audiences. With the introduction of a new brand logo and product package, they still maintain their vision of refreshment to life, as well as putting smiles on the faces of all who have a taste.

    5. Value:

    What has helped sustained Coca-Cola growth, is their ability to stand firm on their values as a brand. Since conception, it stands on positive ideas and a determination to achieve the brilliant desired result. The Coca-Cola brand remains timeless.

    Read More: How to sustain your business (4 step by step guide)

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