How many times have you heard a satisfied customer rave about a product or service? "Oh it was the best thing I ever bought," and so on and so forth. Then they proceed to tell you all the great things about it, whether you like it or not.

Last Friday, Apple introduced the iPhone 3G. Like the previous release back in '07, many lined up outside of stores, hours before stores even opened. News stations interviewed dozens of iPhone users, who explained all the features of the new release. For Apple, it was like having an army of salesmen working around the clock, around the world, selling one product. Unpaid, at that. Keep in mind that this is not for a new product, but a product upgrade!

Apple is one of the strongest brands in the world. It's hard not to find a Mac user who doesn't double as a brand evangelist.

So how do they do it?

1. Well, it helps to have products that are insanely great. But even if you can't innovate like Apple, you can go above and beyond your product or service. What's the typical expectation of your goods? How can you beat that expectation? If you can't improve the product, can you offer extras or incentives?

2. Clear marketing is critical. Steve Jobs is an excellent speaker and an even better marketer (check out some of Jobs' Best Quotes at Wired). Apple's identity as a stylish innovator and an insanely great tech company goes beyond its products. The minimalist elegance found in their advertising mimic the design philosophy of their products. It's important to know who your audience is and what kind of language to speak to them in.

3. Know that marketing won't do it all. Like Apple, you have to consistently deliver. Remember that it's the product/service that establishes the brand, not the logo, as handsome as it may be.

4. Facilitate brand evangelism wherever you can. Be a part of online communities where your company is concerned. Thank your customers, give out extras (if it makes sense), and address their complaints. Even if your product/service has a few issues, loyal customers will be hopeful if they can be reassured that progress is being made to fix problems.

Next week's post: "Learning how to put your iPhone down."

Phil | examplify.com