The Power of Brand

Today, Apple launched the iPad.  It looks like an extra large iPhone and it lets you browse the internet, read and respond to emails, read books, watch movies and do whatever else you can do on your iPhone except make calls.

Is it cool?  Yes.  Do I want one?  Of course.  But you knew that already.

I was cruising the Internet earlier today looking for the announcement, when I came across a news article.  One of the commenters to the article said “You Apple fans drive me nuts.  Tablet computers have been out for years, but now you want one just because Apple says you want to have one.”

Basically, that person is right.  Yes, I’ve been thinking of getting a Kindle ever since my friend showed me his at Christmas.  But now that Apple says I should get one, I’m really serious about it.

This is the power of brand.

It’s their brand that allows Apple to break through the chatter and get noticed.  Their customers aren’t rushing off to make decisions (e.g., buy a Kindle) until they hear from Apple first.  And if Steve Jobs says something’s cool, then…well, you start with the premise that it’s cool.

On a less glitzy scale, we should aspire to have that same kind of brand power with our clients.  When our clients hear about a new tax regulation, they should know that you’ve got it figured out and you’ll be in touch to let them know how they should respond.  If the whole business community is buzzing about IFRS and crazy advice and rumors are flying around, they should know that when we speak up on a matter, they should tune out everyone else and listen to us.

The phrase that’s been thrown around ever since I’ve been in the profession “valued business advisor.”  I’ve never liked that phrase because I don’t know what it means.

Watching the iPad launch, now I know what being a “valued business advisor” means to me.  It means that we have the singular ability to break through the noise and be heard.  When we speak, people take us seriously.  When they’re making important decisions, they hold a spot for us at the table and they want us to speak up.

The question is how did Apple get to play that role in my life–at least when it comes to technology?   When I talk to firms about brand, these are some of the things we talk about.

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