In 1997, Apple released the “Think Different” brand promise; a slogan that set in motion Apple’s return to being defined as a leader of the tech and consumer industries. While some suggested it was in response to “Think”, the motto coined by IBM in 1911, Apple’s campaign tied in with their “Here’s to the Crazy Ones” advertisement which featured some of the most iconic thought pioneers of the 20th Century including Martin Luther King Jr., Amelia Earhart and Jim Henson. The entire campaign cemented their individuality, while their brand promise steadily built a subconscious relationship with those consumers who wanted to be akin with the “crazy ones”.
Almost 20 years on, Apple continues to differentiate themselves from their competitors by not only producing products that everyone both wants and needs, but by being recognised as a marketing powerhouse. Apple is an example of an organisation that understands the importance of having a brand promise – “Think Different” is most importantly a credible statement, but in addition to that it sets the company apart and highlights the benefits in choosing an Apple product or service.
Developing a strong brand promise invites the consumer to truly connect with the brand, strengthening loyalty and brand recognition. As Seth Godin, marketing guru described, “we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be.”
People appreciate authenticity and are drawn to the attraction of identifying with a product or company on a personal level, which is why staying consistent and loyal to a brand promise, remains the core of any successful business and brand. It doesn’t matter whether you’re building a personal brand or delivering a corporate brand to the world – knowing, understanding and living your brand promise through actions is key to achieving outstanding success.