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3 Ways Apple Built Their Brand

Updated: Sep 19, 2023

Building a strong brand identity is essential for any business looking to stand out in a crowded marketplace. There are several strategies that businesses can use to build their brand, including focusing on unique selling points, effective advertising, and social media presence. In this blog post, we will explore how Apple has leveraged these strategies to create a powerful and recognisable brand.

Learn more by watching the video and reading the blog post below:

Unique Selling Points

Focusing on unique selling points is crucial for building a brand that stands out from the competition. Businesses need to identify what sets them apart from others and emphasize these unique qualities.

Apple's unique selling points include its focus on innovation, design, and user experience.

Apple's products are known for their sleek design, intuitive user interfaces, and innovative features. These factors have helped Apple differentiate itself from its competitors and attract a loyal customer base.

For example, the iPod, released in 2001, revolutionized the music industry with its small size and large storage capacity. The iPhone, released in 2007, introduced a touchscreen interface that changed the way people interacted with their phones. The MacBook Air, released in 2008, was one of the thinnest laptops on the market at the time, setting a new standard for portability and design.


Effective advertising is crucial for building a strong brand identity. A well-executed advertising campaign can help a business establish its unique selling points and connect with its target audience.

Apple's advertising campaigns are well-known for their memorable and emotional appeal. One of their most successful campaigns, "Think Different," was launched in 1997 and celebrated individuals who "think different" and challenge the status quo. The campaign featured iconic figures such as Albert Einstein, Martin Luther King Jr., and John Lennon, and helped position Apple as a brand for creatives and free thinkers.

In recent years, Apple has continued to use emotional advertising to promote its products. For example, their "Shot on iPhone" campaign showcases stunning photos and videos captured on iPhones, emphasizing the device's camera capabilities and encouraging creativity.

Social Media

Social media is an essential tool for building a brand in today's digital age. By engaging with customers on social media platforms, businesses can create a sense of community around their brand and showcase their unique selling points.

Apple has a strong presence on social media, with active accounts on platforms such as Twitter, Instagram, and YouTube. Through social media, Apple can connect with its customers, showcase its products, and build a sense of community.

One example of Apple's social media strategy is its use of Instagram to promote its Apple Music service. Apple Music's Instagram account features album artwork, behind-the-scenes footage of music videos, and playlists curated by artists and influencers. This content creates a sense of community around the service and encourages users to engage with the platform.

In conclusion, Apple has successfully built its brand through a combination of unique selling points, emotional advertising, and engaging social media content. By staying true to its core values of innovation, design, and user experience, Apple has created a brand that is instantly recognisable and highly desirable to consumers.

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