Apple in the 80s

Yesterday, I talked about creating an irreplaceable brand.  When your company’s name is its greatest asset, then you no longer compete with anyone.  Apple knows this.  Louis Vuitton knows this.  Ritz Carlton knows this.  How do we, as small business owners, get here?

It doesn’t happen over night.  It’s not as easy as paying $$$$$$$ to have a glamorous website designed. (In my opinion, cost of website is never a substantial indicator of a reputable brand. I’ve seen a lot of flash and fizzle.)  And, it’s not even about bold statements ala “I’m the greatest wedding planner in the world!”

IF YOU’RE GOING TO TALK THE TALK, YOU HAVE TO WALK THE WALK.

Here’s an example of NOT walking the walk…

Apple knows about about bold statements that fizzle out.  In the 80s when Apple was making bold statements and fancy branding identity, it was able to launch the revolutionary Macintosh.  But, later, the 90s were dire for Apple.  The company had built a strong brand but wasn’t walking the walk.  Products may have been sleek in design for the time but the technology was sub-par.  The brand was not irreplaceable in the 90s.  And, the company worked hard to build itself back up to what Apple is now.

It’s all about walking the walk.  How do we, as small business owners, create an irreplaceable brand?

All companies with irreplaceable brands have the following traits:

  • Consistency
  • Outstanding Delivery
  • Reliability
  • Outstanding Service
  • Outstanding Reputation
  • Ease of relationship
  • Innovation
  • Experience
That’s no small order!  Work on building each one of these traits and you’ll be on your way to creating an irreplaceable brand.
What traits do you see in companies that have irreplaceable brands?