Build a cult…not a company
“… Apple is easily one of the most recognized brands in the world. And it has one of the most loyal fan bases, too. Why? Because Apple created a brand that is way more popular than any single product they create.
See, it doesn’t matter if it is a Mac, iPhone or iPad. What matters is that it is an Apple.
Compare this to Research in Motion (RIM), the maker of the Blackberry. Their smart phone is vastly cooler and more popular than the company. In fact, ask people if they’ve ever heard of RIM, and most will give you a blank stare.
In fact, search Blackberry and RIM on Google Insights, and the volume for the product will be higher than for the company. Do the same thing with Apple and iPhone, and you’ll see that the spikes are always side by side, meaning people talk about the company as much as they talk about their products.
Takeaway: Create products and experiences that are based upon your brand and core message in order to cultivate that almost cult-like connection with your customers. Focus on building the killer brand, not the killer product. … ”
Start with why
Speaking of building the killer product—this is how many companies begin their branding journey. They look to create the product that changes lives and neglect the brand.
Let’s look at Apple again. They will never start with the common what-how-why advertising message. Instead, they flip that formula so it is why-how-what. They start off by promoting the reason why they exist. It’s as if they say something like this: “Apple exists to challenge the status quo. We emphasize gorgeous design. And we happen to make digital devices.”
The reverse of that is this: “Apple makes digital devices. They are gorgeously designed. We exist to challenge the status quo.” See how that can make a difference. The first emphasizes the mission, while the other emphasizes the product. Products come and go. A brand should last forever.
Takeaway: Get everyone involved in understanding the mission—the why you exist. This starts at the top and works all the way down to the bottom. Then everyone is working to create a meaningful way to get people to see your brand, not just your products. ..”