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The Apple Experience

The thoughts of Richard Osborne on many subjects over the years.

The Apple Experience

Last week I finally caved in and purchased an Apple iPad. I know I don’t really need one because I hardly use my Notebook, but they looked so “cool” that I just had to have one. Anyway my Blackberry does everything I need when away from my desk!
Now this post is not yet another iPad review, there are plenty of those around already, but I will just say that I have been bowled over. It has been useful for work, great for reading, and the kids love the games on it too. So what is this post about? It is about the experience of my first visit to an Apple store on Saturday.
I didn’t purchase my iPad myself, I am ashamed to say my PA purchased it for me online from Apple a couple weeks back same as how I purchased my iPod a couple years back. I’d also stayed away from the iPhone because bloody everyone had one and I generally like to be a bit different. So I have never been on an Apple store, until this weekend in Milton Keynes when I decided to buy a Filofax type case for the iPad and some accessories. It is this experienced that showed me that Apple have their branding spot on. From the moment I entered the store I felt the Apple buzz, the need to stand out and be “cool”, everything about the layout of the store to the way the advisers dress shouts of style and kewl!
As I made my way through to the back of the store the buzz started to overtake me, I felt the urge to look at the gadgets and try and find ways in which they would belong in my home. If it wasn’t for my wife keeping me in check I could have spent a lot more money than I did.
The staff were dressed semi casually, their name tags looked like iPods made of steel, they used iPod Touch’s (or iPhones) for stock queries and handling transitions, everything reflected perfect style … and that is exactly the image of their brand. They ensure everything about the whole experience of dealing with them reflects that.
So what does your business represent? What do you want people to think of your brand? Whatever your brand values, or at least what you want your brand values to be, you have to follow them through in everything that you do in your business. From the way you dress, to the way that you answer the phone, write your letters or emails, the language you use and whatever information you portray through your literature or website. Everything you do creates an impression of what others will think of your business, learn from what Apple have done. Irrespective of whether you like their products or not, their branding is spot on.