For clean, simple and effective communication, it is hard to beat Apple. Their late, great leader, Steve Jobs, was a genuine visionary who took risks and pulled off miracles. Hopefully, he was able to imbue the company with his own values deeply enough so that his extraordinary understanding of what the customer needs to feel will not be lost with his passing.
Here is a quote from Apple about how they go about creating everything they make. The language is simple, conversational and informal - giving it exactly the feel that their operating system has always had. And like that operating system, the statement is immensely powerful.
"If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy. Abundance with choice. Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time. There are a thousand no's for every yes. We simplify, we perfect, we start over, until everything we touch enhances each life it touches. Only then do we sign our work: Designed by Apple in California."
Follow the link below to read more.
Read more: http://www.entrepreneur.com/article/227461#ixzz2ZeOGHK9k
Here is a quote from Apple about how they go about creating everything they make. The language is simple, conversational and informal - giving it exactly the feel that their operating system has always had. And like that operating system, the statement is immensely powerful.
"If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy. Abundance with choice. Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time. There are a thousand no's for every yes. We simplify, we perfect, we start over, until everything we touch enhances each life it touches. Only then do we sign our work: Designed by Apple in California."
Follow the link below to read more.
Read more: http://www.entrepreneur.com/article/227461#ixzz2ZeOGHK9k
What Is Your Brand REALLY Promising?
When we are working together to communicate YOUR brand values, I always ask what is it that we are really saying? What problem are you promising to solve for your customer? Apple has it summed up in a phrase and a single word: they are determined to make sure that their products enhance each life they touch and they also bring that most un-corporate of qualities to bear: joy.
'Joy' sounds like a soft, fuzzy, emotional word, sort of like 'fun' or 'magic'. How on earth can you justify those values when making a profit has to be your focus if your business is going to thrive profit? Ask Apple, Virgin and Disney those questions, and they will show you billions of justifications on their balance sheets. Sir Richard Branson worked out that the core value that unites all the very different businesses he has is fun. Walt Disney knew that magic was what people wanted from him and his theme parks are called Magic Kingdoms because of that. In our own lives, when we go to a sensationally good restaurant, even if the price is high, the joy we feel allows us to justify the expense.
'Joy' sounds like a soft, fuzzy, emotional word, sort of like 'fun' or 'magic'. How on earth can you justify those values when making a profit has to be your focus if your business is going to thrive profit? Ask Apple, Virgin and Disney those questions, and they will show you billions of justifications on their balance sheets. Sir Richard Branson worked out that the core value that unites all the very different businesses he has is fun. Walt Disney knew that magic was what people wanted from him and his theme parks are called Magic Kingdoms because of that. In our own lives, when we go to a sensationally good restaurant, even if the price is high, the joy we feel allows us to justify the expense.
Everyone Buys To Feel Happy
So, let's take the time to drill down to your values. Then we'll work out how you want your customers to feel about what you do for them. Multiple research papers show that we make purchasing decisions primarily from our emotions, which we then justify with our intellects, so understanding feeling is critical to sales success.
If we are consistent in providing a positive experience for our clients and customers, we create loyalty and loyalty sustains our business and helps it to grow, because loyal customers will stay with us and recommend us to their friends and contacts. Why? Because they feel good about us. They feel that they know, like and trust us.
My job, working for you, is to find the right words to create the appropriate feeling and build loyalty through language.
If we are consistent in providing a positive experience for our clients and customers, we create loyalty and loyalty sustains our business and helps it to grow, because loyal customers will stay with us and recommend us to their friends and contacts. Why? Because they feel good about us. They feel that they know, like and trust us.
My job, working for you, is to find the right words to create the appropriate feeling and build loyalty through language.
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