The Apple Brand: What Every Company Strives For

I was reading a post over at Landor.com, and it got me thinking. What is it about the Apple brand that many companies are after? Apple seems to be ahead of the competition in many ways and because of certain characteristics that they bring to the forefront, companies across industries try, in their own ways, to imitate the Apple brand.

So what are these traits that Apple has honed so well over the years? According to Landor’s Gazela Vahanvati, a consultant out of Mumbai, India, she has come up with a strong list of traits. Here is my take on a couple of them:

1. Simplicity: Apple is able to take products that have been perceived as being complex and making them simple. Take the iPhone, for example. Smart phones have existed for a while now, but it wasn’t until Apple made it simple to use that the smartphone competition and marketplace started to heat up. While a Windows-Mobile enabled smartphone has the user digging through different menus to get what they want, the iPhone is simple to use and very intuitive.

2. Intuition: All of the products that I use seem to know me. That is, iTunes can predict which songs I want to listen to, iPhone can tell me where I am and how to get where I am going with the tap of a finger, Safari knows which websites I frequent the most. While other software has these capabilities, Apple is able to tie them into the overall experience.

3. Innovation: I agree with Gazela on this one, “It’s the pioneer of thinking different.”

4. Focus: Apple has a clear target market, and they continually sell to that specific market. Instead of trying to be all to everyone, Apple has chosen to understand their customers and over-deliver time and again to them, which has helped it to become so successful.

5. Relevance: Apple has focused on a few different products, ensuring that they are relevant and up to date. This goes back to their focus on their target market.

6. Eye on the Future: There is always a new product around the corner at Apple that will take an existing product in the marketplace and blow it out of the water as far as functionality, design, distinctness, and ease of use. Have you heard the latest on a new Apple product slated to be similar to Amazon’s Kindle?

7. Aspirational: Through Apple’s marketing and distinct designs, its products have become a statement. There is an exclusivity about Apple, yet it is still friendly and appealing to those who don’t yet have a particular Apple product.

8. Distinctive: One of the ways Apple separates itself from its various competitors is by having distinct, sleek designs. Competitors can offer similar products with similar software, but the user experience will not be what it is with Apple. And I doubt the competitor’s products will attract as much attention as an Apple product.

What Companies Can Take Away From Apple

While Apple has a special aura to it, companies can learn a great deal from the company and can benefit as well. All eight traits are extremely important in any business, in any industry. It all boils down to differentiating your company from its competitors. Apple has excelled at this, and that is what makes its brand so powerful; the perception that Apple is truly unique from its competitors.

Think about your company and how it aligns with Apple. Then see how can you improve on each of the traits above. What are your thoughts on these traits for businesses and on Apple?