As a consultant, I regularly hear my clients say things like, “I want to be more like Apple” or “I want it to have more of a Google feel” or even “I just saw this campaign that Coca-Cola did – can we do that?”
When I hear these sentences, I understand where my clients are coming from. They see a very successful brand that gets the chance to regularly perform on the world’s stage, and they would like to feel just a sliver of the limelight.
But here’s the problem with wanting to be like Apple: You’re not Apple.
I know it seems like a pretty obvious…and maybe even a little bit of a harsh…sentence, but I challenge you to hear me out on this one!
Here’s the problem with wanting to be “like Apple”:
- You don’t have Apple’s founders…
- your team is not their team…
- you don’t have their product line…
- you don’t have their reason for existing as an organization…
- and you don’t have their customer base.
And the biggest problem? Someone else already did it.
Companies like Apple, Google, Tesla, and Pentagram didn’t get to where they are by trying to imitate other successful brands.
They got there by forging their own path, discovering their own “why” and writing their own story.
Don’t Misunderstand Me…
Now, I’m not saying you shouldn’t pay attention to industry leaders, continue to learn, and adopt processes that will improve and streamline your businesses.
What I’m encouraging you to do is to take control of your own narrative, and own it.
In 2019, every brand has a story that is being told to the world, but very few brands are taking responsibility and ownership of that story.
This is where your marketing strategy comes into play.
If you are ready to own your story and begin sharing it with your specific audience, I encourage you to look into these resources to help you get started today: