6 Lessons from the Apple Store

The Apple brand has succeeded for years in translating its brand identity from its software and hardware products to the user experience of a well-designed retail environment.  For Apple, and for any company that wishes to truly engage with its customers, they strive to remain relevant and meaningful throughout each customer's purchase funnel.

You can spot an Apple Store from the Things Remembered store five doors down on the second floor of the mall.  Its distinctive, clean, sleek, white and silver look is unlike any other, and certainly unique within the technology industry.  From ad, to store, to product, it is all the same message.  Before you make the purchase, Apple wants you to want their product - and want it bad.  It's not just a store.  It's the Apple Store.  And it's designed with the user's experience in mind.  It's a design we can learn from.

    Create an experience, not an artifact
    Honor the context in which the user looks for, purchases, and uses the product.
    Prioritize your messages
    Remain consistent and protective of the brand's personality
    Design for change
    Don't forget the human element

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Brian Swann
VCU Brandcenter / Creative Brand Management / 804-690-7048
www.brandcenter.vcu.edu / swannbr@gmail.com