A brand is more than just a name and a logo, it also encompasses consumer perception and sentiment towards the product and its features. Tech giant Apple has long been one of the best examples of a successful and well-considered brand strategy – and it all began with their stores.
Apple’s first store was designed to attract people, even if they were just passing by. Jobs’s designer Tim Kobe, founder of strategic design firm Eight Inc., said the biggest lesson he learned from working with Steve Jobs was to “create value for customers in addition to selling products.”
Do you curate your store experience?
The importance of a strong brand experience has not diminished, quite the contrary. For the past seven years, we have helped Apple establish its concept in retail chains and department stores. Here, we have gathered some insights from our partnership with the world’s most successful tech company.
- Promotions have become the most important in-store activity. Previously, products in different price ranges were presented in stores. Today, featured products are preferentially promoted instead. Thus, promotions have become the most important in-store activity and to succeed, you need finely honed timing, products and staff training.
- Promotions have become the most important in-store activity. Previously, products in different price ranges were presented in stores. Today, featured products are preferentially promoted instead. Thus, promotions have become the most important in-store activity and to succeed, you need finely honed timing, products and staff training.
- Take control of the experience. If you do not actively work to curate your brand experience, it will take on a life of its own in the wild. Most likely in a way that does not benefit your brand. To this end, companies must do everything they can to ensure that the brand is perceived as intended, as it leads to a good long-term relationship with employees, customers, suppliers and business partners.
