Your carefully crafted purpose should be delivered consistently across every touchpoint along the brand journey, in a relevant and engaging way.
Apple mission statement is “ to bringing the best user experience to its customers through its innovative hardware, software, and services. ” Tim Cook, Apple’s current CEO, stated this as the company’s mission statement and included it in the 2018 annual report. Through their mission statement, Apple highlights that it exists to offer its clients the best service that it can. The statement also describes how the company intends to achieve this.
- Apple have brought this to life right through from their stores and digital eco-systems to their and business leadership. They design products to be user-friendly, enhanced security features improve the user experience and develop trust.
- They seek to improve the lives of other people user-friendly and simplified technology. Consistently improving their products and designs to meet customers changing needs show that the company regards the products as more than simply a tool of entertainment. The products are such that they are coveted by existing and prospective customers.
- Rather, they empower the user and goes some way to show the strong presence of Apple’s products as integral to the working environment. Further to this they focus on delivering a product that strives to deliver quality products to leverage a competitive edge in the market.
- The famous Apple keynote events:
The historic keynotes by Steve Jobs are legendary. Memorably was the 2007 event when the iPhone was introduced. Steve Jobs has created a unique brand touchpoint, whilst other tech companies go to trade fairs. Apple attracts people. Years later the Apple keynote is an impressive brand touchpoint and calendar date with enormous global and media attention accompanying it.
- A significant and frontline touch point for Apple is its employees. They have only one goal at heart: to make customers happy. To that end, Apple’s training programme includes intensive in-store and support training – APPLE: Approach, Probe, Present, Listen, End.
Adopting such a kind of clear coherence and consistency means your purpose will concentrate your brand’s meaningful difference, not risk diluting it.
Your brand’s purpose should be the obvious choice for your brand, given what it does, who it is and what’s happening in the world right now. In this way, you’re adding complementary layers to the mental imprint of your brand and, in turn, making it more meaningful, different, and salient when it counts.
The very impact that your brand is trying to make and its success leads back to the synergy between the brand and purpose.
If this purpose is not aligned to the brand and fails to speak to tension or real need it will go unnoticed or possibly attract ridicule. A lose-lose scenario for all concerned.
Littered with potential pitfalls, layered and potentially complex, this is a course that at first glance that can sound like simple common sense.