The Seven Steps To Brand Evangelist

In order to create an infectious and viral environment, brands must consider the makeup of their
customers and employees and the strength of their relationship with the brand. Trader Joe’s knows their
customers and employees well and has created a winning culture within its stores and within its
employees. As a result, the company’s quirky offerings, information center, and free samples have
transformed regular customers intobrand evangelists who live and breathe Trader Joe’s. And who are
willing to devote extensive time evangelizing for their favorite brand.
With few exceptions, I have never seen brand evangelist intensity that exceeds that of Apple. In fact, the
customer experience is the at center of Apple's branding. Apple has successfully created legions of
brand evangelists by not only designing beautiful, elegant and user-friendly products that "customers lust
for," but has successfully integrated all customer touchpoints into a cohesive and uniform marketing
message about its products,"it just works." If product designers won't use their own products, why
should their customers.
Apple customers are told to "think different," and Apple evangelists are often mistakingly viewed as
arrogant, cult-like and self-centered, but you cannot deny that they are fierecely loyal to Apple. I often joke
that Apple evangelists would buy a toilet seat if it had the Apple logo on it. They are so loyal that they
don't mind paying premium prices for Apple products, over those of the competition, because of the firm
belief that Apple makes the best products, period . This level of evangelism has made Apple the most
profitable consumer electronics company in the world.
Apple has truly succeeded in differentiating itself by its unique products and post-sales customer service.
Apple stores are an excellent example of taking the retail customer experience to a whole new level.
Products are beautifully displayed for easy viewing and access in contemporary high-tech wooden
counters separated by wide aisles. Store interiors are beautifully laidout and well lit. Customers are
encouraged to try each product first hand before buying. There are never any pressure sales tactics.
Salespeople are not paid by commission, but compensated by salary. It's Genius Bar is legendary for
providing the epitomy of post-sales customer service. The result: Apple stores have consistently ranked
No 1 in sales per square foot year-after-year.
Very few brands ever achieve the level of brand evanglism of an Apple. But, if you look at the seven
steps to brand evangelist (see below), I am sure you will agree that the company has excecuted all seven
steps supremely.