How to brand like Apple

Post contributed by Lauren Loy -

It only takes walking into an Apple store to realize that the successful company has created a loyal community around their products that sometimes seems a little overwhelming and possibly even creepy. The obsession that Apple-lovers have with their Apple products appears to be a simple addiciton to a brand, but does that mean that said brand can get away with more blunders?
  A 2011 Forbes magazine article seems to think this is the case. The article mentions the recent problem that was draining the life of the new Apple IPhone 4S, which was not acknowledged by Apple for several weeks. This was accompanied by many other problems with the new iOS 5 operating system. All these problems are now fixed, but that is not the point. The point is the apparent totally understanding and forgiving nature of Apple customers when it comes to their favorite brand. No matter how many mistakes Apple makes, customers are still willing and eager to buy the company's newest products and publicize their love of the brand.
  The reason for this almost ridiculous branding obsession is mostly thanks to the late Steve Jobs. Customers feel a personal connection to Jobs through the products he spent his life constructing, promoting, and updating. Jobs used a rather unique marketing technique by creating an emotional connection with his customers, such that has never really been done in the realm of technology, which is usually an impersonal business. The Forbes article gives some helpful tips for other companies that want to create loyal followings:

1. Build relationships with customers. Be transparent and embrace social media and networking like Twitter, Facebook, and blogs.
2. Carry out some movement marketing. You must stop focusing on what you make, and instead, tell people what you believe in. In Jobs's case, he told the world he believed in "innovative, high-quality products." Think of a mission statement that touches a nerve with your audience and run with it.
3. Make sure your mission statement resonates throughout every part of your operation. Do not say you believe in going green if you waste a lot of paper in the making of your products.
4. Start a movement you believe in and the rest will follow!

Source - Is Brand Loyalty the Core to Apple's Success?  Forbes.com