Creating a Memorable Brand in a Sea of Sameness

In an ever competitive world where everyone and their labradoodle seems to be an entrepreneur or business owner, actually creating a successful business that reaches your customers feels like a deafening screaming competition.

So, when flashy logos and catchy slogans or beneficial features and excellent customer service isn't cutting it anymore, how can you create a brand that cuts through the noise?

In this article, we'll talk about how to create a memorable brand that not only stands out but also establishes meaningful connections with your target market by drawing inspiration from the iconic brand, Apple.

Start with Your Brand's WHY with Simon Sinek 

When it comes to marketing your business, an important first step is to define your businesses core W's 

WHO you are, WHAT you do, and WHY should people care?

Simon Sinek's 2009 TED talk has become a hallmark video to all marketers and brand strategists who want to create brands that resonate and drive sales.

Sinek emphasizes the significance of defining your brand's core identity – WHO you are, WHAT you do, and, most importantly, WHY it matters.

In his talk, he argues that it's no longer only about WHAT you sell, but also WHY you sell it, and the example he uses to prove this point is none other than Apple. 

The Golden Circle

Apple, a modern century business Goliath, has made extraordinary strides in many worlds: business, tech, marketing, and branding. Their impact on their users is so strong that terms like "iPad kid" and heated arguments about the superiority of Apple has become apart of North American culture. But this impact was by no means an accident. 

Apple could've taken the direction that many business were doing at the time which was talk about the WHAT of their business which was "we make tech products" buuuttt.... so were hundreds other businesses at the time. 

If Apple were to take this one step further, they could've talked about HOW they created their products, or the process to creating their products, which is "our products are beautifully designed, minimalistic, easy to use, and efficient." 

Basically, this answers the "what makes your products special" question.

Here, Apple is painting a picture of futuristic designs and innovation. They are differentiating themseles from the older techs that weren't so innovative buuuttt.... so were companies like Samsung, Sony, and Dell.

So, what did Apple do differently to rise above the competition and create a brand so memorable that it is now ingrained in our culture?

Apple chose to speak about their values.

Values Lead Branding 

At the core of your brand is your WHY aka your values. 

Values lead branding has been a tried and true marketing strategy that has helped many business shake of their competitors and truly differentiate themselves in the world. Nike, Fenty, RARE are some recent examples, and Apple is no exception. 

Apple used their values as a marketing strategy to tap into their customers emotions and stand for more than just their product. 

Apple's big WHY they exist and WHY we should care is that Apple believes in challenging the status quo hence the slogan: Think Differently

This value connects and attracts an audience that has the same visions and values that they do. It's the people who aren't afraid to think outside of the box and look to the future when it comes to solving problems, building careers, or any of the other challenges that everyday people face in life. 

And as a result, Apple is able to become a leader with their products, but also with their ideology. Their fans are so fiercely dedicated to Apples values and vision that tech enthusiasts hold their breath for Apple's new product announcements the same way America did watching Neil Armstrong's moon landing in 1969.

Conclusion 

In a market saturated with other companies offering similar products, with similar features and offerings, speak about the one thing that no other companies can replicate: your WHY.

Just as Apple prioritized their WHY over their WHAT, you too can set your business apart from the competition and cultivate a fiercely loyal customer base.

If you're looking create a memorable brand that creates community but have no idea where to start, then please get in touch!