marketing tips

5 Reasons Why Apple is a “Brand Powerhouse”

Apple iPhone XS

Whenever Apple introduces a new product, consumer expectation is unmatched by any other brand today. Apple users have come to expect nothing less than brilliant innovation and revolutionary technology in their phones and computers. This is a brand that has managed to fill us with heart-pumping anticipation as we wait in line to buy the latest piece of personal tech that will no doubt be superior to all others on the market.

On September 12, 2018, the iPhone XS and the XS Max were launched at price points starting at $999 and $1,099, respectively. A quick recap on the changes that were made with the XS:

The new iPhones have an advanced chip that improves its facial recognition feature, greater storage capacity, and a new image sensor and processor that facilitate better picture quality. The only brand-new feature is dual SIM support (meaning it can hold two different SIM cards at the same time), which isn’t quite as flashy as the introduction of Touch ID or 3D Touch.

You may have noticed that at $1,499, the biggest iPhone with the largest storage capacity costs more than some MacBooks.

Yes, that’s right. Your next phone could cost more than your laptop. Wired’s Lauren Goode reviewed the new XS phones, calling them “an evolution, not a revolution.” And yet despite this underwhelming conclusion, people are still willing to pay premium prices.

That’s because Apple has major brand power.

Brand Power

Brand power is both elusive and invaluable. It ultimately determines your trademark’s perceived worth and how much customers are willing to spend on your products. The true value of your product is influenced less by manufacturing costs (the effort it took to visualize and create the product) and more by the amount people are willing to pay for it.  

The strength to compete, the sustainability of a business, and a brand’s market performance are all hugely influenced by brand power. It is a logo’s ability to differentiate itself from competitors and be perceived as having higher quality.

For the eighth consecutive year, Apple sits at the top of Forbes’ annual study for the world’s most valuable brands. They are valued at $182.8 billion with brand revenue at $228.6 billion. 

While this is incredibly impressive, it isn’t all that hard to believe. We are surrounded by iPhone and Apple users everywhere we go. Whether it’s the iPhone, iPad, MacBook or Apple Watch, Apple has seamlessly saturated our daily lives and has found a way to make everyday tasks easier and more manageable. These products have become our means for communicating, shopping, scheduling appointments, tracking our health, and downloading and listening to music.

It has become necessary for companies to give consideration to these devices with their business model to stay up-to-date with consumer trends and preferences. This could include anything from ensuring a website is mobile-friendly to integrating Apple Pay in a store’s POS system. 

Talk about power.

How to Create Brand Power

1)    Generate Brand Awareness

Brand awareness is a very important component of brand power. Effective branding leads to being recognized and standout. This means your product’s logo and marketing efforts should be providing knowledge and a level of enthusiasm that gets people excited to try your offerings.

According to a GraphicSprings study, Apple’s brand awareness tops all other global tech companies. Their ability to keep their branding simple, aesthetically pleasing, and also marketing in an exciting and informative way hugely contributes to their branding success.

2)    Create an Experience

We’ve seen a number of examples where brands like Corona have shifted toward selling an experience rather than just a product. This is done by creating a personal, emotional, memorable connection. Stronger connections to a product encourage future purchases and higher overall satisfaction with a brand.

Obviously, Apple is very effective at nurturing this type of connection. One of the biggest reasons people love Apple is because they feel like their lives will be substantially improved by their products. Their products are powerful yet inclusive. They make our lives easier while making us feel like part of a group that is sleek, stylish and elite.

3)    Build Trust

Trust is key. Your brand’s influence is only as powerful as a consumer’s belief in your name. Building trust requires communication, credibility, and sincerity with customers. A wonderful way to maintain these relationships is through excellent customer service. 

This is a huge component of Apple’s business philosophy. There are device support phone numbers and tech support personnel at every store to help when people are having trouble with their devices. They are patient when releasing new products to guarantee quality and consistency. Consumers trust their standard of excellence, which demonstrates how their branding influences perception.

4)    Continuous improvement

A big contributor to Apple’s success is that they know that one successful product does not ensure brand power. In order to gain a competitive reputation, a company has to provide enough evidence that their name guarantees quality. This means products should evolve and continuously improve. Companies who do not continue to grow and adapt will always be left behind.


This is especially true for tech companies, the pioneers of the modern-day world. Apple is constantly planning their “next big thing”, always finding new ways to innovate and surprise. They don’t just release a new product—they release the best new product. Their strategy of push marketing tells people what they need before they even know they need it, creating a demand for something people previously had no concept of. This constant evolution leaves us waiting with baited breath for the next way they’re going to change the world.


5)    Foster Brand Loyalty

This cannot be overemphasized—brand loyalty is what keeps consumers coming back. When a customer feels that a company consistently meets their expectations, they do not want to risk being disappointed by another brand. This is the element that ties all the prior steps together and generates a following of people who believe in what your brand stands for. Brand loyalty is what establishes that emotional connection. It gives customers confidence that they are investing in the best possible brand.

Apple’s business model works in such a way that the more people spend on their products, the more valuable their investments become. Apple products work best with other Apple products. Whether it’s pairing different devices, connecting with Bluetooth, or even just iMessaging/Facetiming with other Apple users, they have fostered a sense of community and status that comes with owning their products. Before people can even consider switching to a new provider, they have to consider all they would be giving up. The brand loyalty that they have instilled in their customers has aided them in becoming the industry leaders that they are today.

Self-Care as a Business Strategy

Health & Wellness Trends

A growing 2018 trend that has proven to be more than a fad is the idea of prioritizing health and wellness. And it’s not just a push coming exclusively from gyms, health clubs or medical providers. Advocacy for whole health is becoming ubiquitous.

Everywhere you look, products boast their health benefits. Organic items carry a certain prestige over other products, as consumers now demand to know what they’re eating and where it is coming from. People care about a product’s freshness, quality and global impact far more than they did just 5-10 years ago. More people are taking vitamins, eating larger quantities of fruits and vegetables and are adding exercise into their weekly routine.

What is “Wellness”?

You may have noticed the phrase “health and wellness” used with increasing regularity. Though the words health and wellness seem synonymous, they’re actually more like cousins than they are twins.

Healthy living does not stop at physical health. Mental and emotional health have also become huge focal points when it comes to discussions about our wellbeing. As a society, we have become more open to talking about health as something comprehensive and multi-faceted. We realize that in order to enhance our quality of life, we must be more than healthy. We must also be well.

Health & Wellness Programs

The central theme of any health and wellness program is behavior change. This means people first need to be educated on what lifestyle changes they could make. Then they must acquire the appropriate tools and skills to make these changes. Finally, and most importantly, individuals need the proper motivation to commit to these healthier behaviors long-term.

The key to successful health and wellness programs is for participants to maintain the changes they make. That is why it is critical to provide quality motivation and social support so that people get the push they need to commit to these lifestyle changes.

Benefits to Health and Wellness Programs

More and more companies are incorporating wellness programs into the workplace. While employers may genuinely care for the health and wellbeing of their employees, there are a number of other benefits to reap.

Wellness programs facilitate positive behavior changes in people. This begins somewhat of a domino effect, as healthy lifestyle changes tend to result in lowered health risks. Lowered health risks, in turn, decrease the likelihood of chronic disease. Less chronic disease means companies have employees with reduced health care costs. Now there is a considerable return on investment—everybody wins.

In addition to improving overall health, wellness programs can also improve a company’s culture. Research conducted by the Journal of Population Health Management revealed that individuals who regularly practice healthy behaviors (e.g. eating healthy, exercising, not smoking, etc.) were more productive and had lower presenteeism.

The institution of wellness programs make employees feel more valued and appreciated. An organization’s performance can be greatly impacted by high employee morale, which makes these efforts all the more worthwhile. Health and wellness programs can be very powerful with their ability to make people not only healthier, but also happier

Marketing to a Healthier World

This trend towards health and wellness has caused a massive shift in consumer behavior. For that reason, the cultures of companies and their brands have had to adapt to reflect what people are looking for.

People are beginning to want more out of everyday products. For example, if people are investing in skin care or make-up, it’s because they want to feel beautiful and confident on the inside. If they’re investing in workout clothes or nutritional supplements, the goal may be to feel stronger and more capable. People are more inclined to purchase products that will contribute to their overall “self-care” and enhance their holistic happiness.

Advertising has shifted to embody these new product standards. If the marketing does not relay a message that the ingredients are fresh, ethically produced, or that the product will improve life overall—the business is at a disadvantage.

Need an example? Here’s a link to Ulta’s “The Possibilities Are Beautiful” campaign.  

The underlying message behind this commercial is that beauty is not what’s on the outside. Ulta is saying that what’s really beautiful is the power of possibility every human possesses. This campaign transcends the typical scope of responsibility of a cosmetic company.

Very similar to what we have seen with Corona’s advertising, these types of ads have the ability to feel personal, relevant, and are able to appeal to the viewer’s emotions.

Health and wellness trends are now responsible for obliging companies to sell more than just a product. Instead, they need to sell a feeling, an experience, a better life. Finding a greater depth of incentive to invest in your product is the best way to embrace this trend and use it as an advantage! Find a deeper, more compelling meaning from your brand’s mission and vision. The goal should be to show consumers that your brand will help them on their journey to a happier and more fulfilled life.