The story of the first Apple Computer holds a classic branding lesson

Would Apple be as iconic and loved today, without its back-story of two college dropouts who thought differently than IBM and built their first computer in a Los Altos garage? I think not.

This story about Steve Jobs and Steve Wosniak has become legend and in its anti-establishment nature, defines what Apple is all about. It also illustrates how important and powerful stories are in building brands. In Apple’s case, the story of the creation of a machine in a humble garage, that changed the way the world thought about computers, remains a foundation of the Apple brand. It’s appealing to to people who see the personal computer as an instrument that aids their ability to express themselves in their own, unique way. The story has also continued to attract employees who identify with the free-wheeling, independant culture that Steve Jobs valued.

Research shows that people consider information more compelling and recall it more accurately, when it’s received in the context of a story. That’s why at Telescope Brand Vision, we emphasize developing an authentic, unique-story as the foundation of your brand. Couple an easy-to-recall story with authenticity and it has the potential to create increased engagement, more sales leads, and increased value in your business.

The purpose of a Telescope is to magnify perspective. That is what Telescope Brand Vision does for its clients. Through our strategic process, we can help you to magnify your perspective and thinking, to ensure that the values, motivations and desires of the customer, are at the heart of your unique brand story. Magnified Thinking can help your business grow to the next level.

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