Why building your brand is more powerful than just marketing your product

Do you ever get a customer saying, ‘I love your brand!’?

If you did, you are a lucky one! That is the best kind of compliments! It shows that you have won them over with not just your product, but your brand itself!

This is because,

When a customer buys your product, they are buying something that they need.

A need is something necessary to live and function.

When a customer loves your brand, they are buying something that they want.

A want is something that can improve their quality of life

The brand who completely nailed the 2nd statement, is none other than, Apple itself.

Apple makes your wants to become a need.

Think about it, how many Apple products do you own?

I’m calling you out...

Because you know you own too many Apple’s products…

Don’t fret because I’m guilty of it too...

Do you ever stop to think if you really NEED all of the Apple products that you currently own?

Or do you still geek out over the latest product and adds them to your wish-list whenever they release anything new? I know I do. I’m geeking out over the Airpods Max and it’s on my wishlist :)

Now, this is the magical part. Apple has unknowingly convinced you that you don’t want their products, you actually need their products. Their products have become a necessity for you to live and function. Is it really a necessity though? Fun fact: It is not. It is your perception of their products that leads you to think that it is an absolute necessity for you.

You end up justifying that you need all of their products mainly because

• You are a fan of their brand

• You love everything that they release

• You love their brand more than their products

• You have been converted from just loving their products to loving their brand

Isn’t that so much more powerful to have someone to love your brand beyond your products?

That’s the kind of love that we want to achieve.

What about you?