“Marketing Is About Values” is probably one of the most prolific things Steve Jobs ever said and not only carved the path for Apple over the following 20 years but also is the perfect starting point for every entrepreneur to develop their Brand Management Strategy.
Steve realized that customers responded best when they were presented with benefits of a product as opposed to its features. The Apple buyer was far more interested in how the Mac made work easier, learning more fun and provided entertainment for the entire family than boring specifications like processor clock speed or how much memory it has.
Focusing on benefits vs. features is the key component of creating emotion in the consumer that leads to greater sales. By taking this principle and applying it to some of your most basic web elements, you can enrich your online Brand Management Strategy in a very Jobs-esque way.
“So we have to be really clear what we want the customer to know about us” is heard in Steve’s message. By this he means that once a company’s values are determined, the message must be consistent across all media, branding and advertising. Before we can do this we must determine what values are important to not only the company but also the customer. You should define and continually re-define answers to these 3 key questions:
- What are my company’s values?
- Who are my customers?
- What values are important to them?
Once these questions are answered, it is possible to create a value driven message. The message must be present from the first time a potential customer sees your ad and is with them through every stage including purchase and use of your product. If your ad is clear about your company’s values and the benefits of your product, the potential customer may visit your website to learn more. If benefits and values are clearly defined on your website, this should lead to an eventual purchase of your product or service.
Once the customer receives the same benefits and values as advertised, they might just pass along their positive experience by word of mouth or social media creating an increase in brand recognition and inevitable sales and growth.
Getting your customer to see the benefits of your product and relate to your values is done on a much more personal level. Triggering an emotion can create a memorable experience thus associating your brand with that emotion.
Let’s say you are selling a convertible sports car. Your ad and website could boast about how powerful the engine is or how many speakers the stereo has but most people won’t remember boring specifications. What they will remember is how the feel when the top is down, the wind is blowing through their hair and the sense of freedom and youth this beautiful machine will give them.
Showing benefits of a product will evoke a memorable response while features are just forgotten.
Using images and graphics in your ads and on your website showing the benefits of ownership create an emotional response that will make people desire your product. Adding well thought out headlines, taglines and copy can help in painting this picture of an emotion that leads to ownership. When selecting images and copy for your website and ads, use a consistent message of benefit backed by emotion and it will more often lead to a purchase.
Giving your business personality brings to life the values and benefits you offer and allows customers to identify with you. This is done through the careful selection of fonts, colors and a well developed logo. Fonts and colors should directly reflect the personality of the company. Is your product or service fun and exciting? If so, the colors should be bold and dramatic to create excitement. Is your product or service professional or formal? If so, fonts might be classic and traditional to represent professionalism.
The logo is your biggest chance to make a memorable impression on a customer. It needs to be identifiable and speak on many different levels. Look at Amazon’s logo. They are known to have everything from A to Z so there is an arrow that points from the A to the Z. It also doubles as a smile, indicating a pleasant shopping experience.
By defining your company’s core values, presenting benefits to your customers in an emotional way and bringing your business to life by giving it personality you can build a lasting foundation. Perhaps the most important part of Steve’s quote was nestled in the middle of the that opening keynote paragraph:
“It’s a complicated and noisy world, we’re not going to get a chance to get people to remember much about us”
Perhaps the hidden meaning of what Steve was trying to say was that make sure the stuff people remember is the stuff worth remembering.