When Apple announces a new product, it is a global news event. In fact, it’s almost perceived less as a product debut and more as a technological breakthrough for society. It’s kind of crazy when you think about it, and there isn’t a single company out there that can compete with this kind of marketing power. Apple is renowned for it’s marketing genius. What tactics should bloggers take from the company when establishing their personal brand? Read on to find out!
When Apple was founded in 1977, they came up with 3 core principles to mark the foundation of what they wanted the brand to be, and they still follow these rules today. The first was empathy. The definition:
Empathy (em-puh-thee): the psychological identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another.
As a blogger, you should make it your business to know your customer’s inside and out, and better than your competition. Become obsessed with them, because without them, your blog will go unnoticed. You should know what they want before they even ask for it, which you can discover by researching their social media feeds, and the conversations happening amongst your readers in your comments section. Don’t be afraid to reach out to your audience, too. Apple spends less money on traditional marketing efforts than their competition, and more on participatory testing with its market. In order to give your readers what they really want, get them involved in the brainstorming process, they will appreciate your care, and it will reflect in your page views.
Don’t try to be all things to all customers.
It’s a recipe for failure. When Steve Jobs returned to Apple in 1997, one of the first changes he made was taking the brand’s product line offering from 15 to 4. This allowed the company to laser-focus on its most important products. The most popular travel blogs usually fit into a niche, whether it be solo-female travel, fashion & travel, culinary travel, family travel, etc. Choose an area you can commit to, and become an expert in it. Your expertise will be appreciated, your reader’s engagement will increase.
Build a devoted community.
Have you heard of “unboxing”? Try searching “iPhone unboxing” on Youtube, and you’ll find 4.5 million results. Customers actually love their products. They have a serious emotional connection to the brand, which is what every single brand wants, but rarely do they succeed. Could you imagine if your bloggers felt that kind of excitement with you posted a new story? This should be what you strive for. Get your readers involved in the content creation, make the blog post an important source of information, and let them know when to expect it. Leave them with cliffhangers to generate excitement for your next post. One of the reason’s their customers have this kind of relationship with their brand, is because apple products improve the lives of their customers. Their product is extremely helpful and thoughtfully designed. Your blog should provide a solution to your reader’s problems, and a great looking site doesn’t hurt either.
Keep your brand promise.
Apple has longevity as a brand because customers have come to expect consistent high-quality products and services, and that’s always what they get. Apply this rule to your personal brand. Make sure every aspect of your blog has intention behind it, and remain consistent with the aspects of your blog that got people reading it in the first place.
From the simplistic design of its products, to the beautiful packaging, one of Apple’s major appeal to its customers is its thoughtful aesthetic. Take note when it comes to your blog. It may not apply to every kind of blogger, but sometimes the “less is more” approach can be incredibly appealing when it comes to site design.
To conclude, a little Steve Jobs inspiration:
“We’re here to put a dent in the universe. Otherwise, why else even be here?”