Apple doesn't need to say they're the best. In the minds of their customers, they already are. And people on the fence will not be convinced by tired claims of superiority. Instead, Apple shows these potential customers the company understands their problems and offers solutions.
My biggest nightmare as a copywriter and consultant is helping someone to create a monster. I don't want to be some kind of Igor, assisting a mad scientist to create a grotesque behemoth that would end up hurting people instead of helping them. The problem with this is you don't always know how things will turn out. Even the best ideas can become corrupted over time. Some of the biggest, most unethical companies in the world didn't start off this way.
If you want to boost your employees' level of job satisfaction and loyalty, then a clearly communicated brand vision is the place to start. This will give them a greater sense of purpose. It will empower them to make a difference in the world and allow them to become a part of something greater than themselves without losing themselves in the process.
One of the best ads ever made doesn't show the product. There's not a computer in sight. No mention of megahertz and features. Not even benefits of owning an Apple computer. And yet, nearly 40 years later, we're still talking about it. That's the power of communicating a brand vision.
Henry Ford's vision catapulted the Ford Motor Company to the top of the automobile industry in the early 20th century. Because of his vision of a car in every garage, he adapted the moving assembly line process to car manufacturing. This enabled his company to make, market, and sell their crown jewel - the Model T at a significantly lower price than any of their competitors. For a while, Ford was the face of innovation.
A brand is a mental space a business, organization, or even a person holds in people's heads. It's a perception, a feeling. But also a promise. If people buy your product, they do so with a set of expectations. No one buys an iPhone expecting it to break down in two weeks. Apple promises that won't happen, and they keep that promise to a reasonable enough degree.
It's 3 AM. The hour of poets, artists, writers, and passionate lovers. No people bustling around, talking on the phone or shouting at their kids. No cars speeding through the busy streets like workers in an ant farm. It's quiet. Only a powerful thunder occasionally breaks the silence with a loud roar, as if to remind me the outside world still exists.
Even someone brought up in the concrete jungle, such as myself knows there's a fundamental principle in fishing. You catch fish with what fish likes, not what you like. This concept is equally important to both fishermen and business owners.
Less is sometimes more. This is one concept new business owners have a hard time accepting. Oftentimes when I consult a new client, it turns out they try to be all things for all people. Then I start to explain why that's a bad idea. But even then, there's some doubt lingering in the air.
There used to be a cute little cafe in my town. They had the best coffee selection for miles. Not to mention the place was very tastefully decorated and had a welcoming atmosphere. The only problem? It was on the other end of town. Since I don't have a car and I rarely use public transport, I had to walk for 40 minutes to get there.