2 minute read
Apple’s marketing is iconic.
Sleek headlines. Minimalist design. Clever, aspirational slogans. It’s the gold standard of brand storytelling.
So it’s no surprise that many geospatial brands say:
“Make it sound like Apple.”
“We want short and snappy copy.”
“Let’s cut out most of the details.”
But here’s the problem: Apple’s strategy works because they’re Apple.
Most geospatial brands don’t have Apple’s brand recognition, customer buy-in, or cultural influence. And when you strip your messaging down to the same ultra-minimalist style, you risk losing clarity and confusing your audience.
Why Apple Can Get Away With Vague Messaging
Apple doesn’t need to explain what they do. Their audience already knows.
When they launch a new iPhone, they don’t have to spell out its core function. Instead, they use sleek taglines like “Shot on iPhone” or “The ultimate iPhone”.
Now imagine a geospatial company trying to market a GIS platform with a tagline like:
❌ “Sorry, no beige.”
❌ “Chic, not geek.”
Sounds cool. But would anyone actually know what you do? Unlikely.
Without Apple’s level of brand awareness, this kind of messaging falls flat. It doesn’t provide enough context to bring new customers in—and if people don’t immediately understand what you do, they move on.
Why Copying Competitors Is Just as Bad
If you’re not mimicking Apple, you might be tempted to copy your direct competitors.
But research from Peep Laja (via Wynter) shows that SaaS buyers typically consider just three options before making a decision.
If your messaging sounds the same as your competitors—vague, jargon-filled, or overly polished—you make it harder for customers to see why they should choose you.
And if they can’t see why you’re different, you might not even make the shortlist.
What to Do Instead
If you really want to emulate Apple, don’t copy their sleek headlines. Copy their strategy.
Apple succeeds because they deeply understand their audience—how they think, what they want, what motivates them. They craft messaging around their customers’ desires, not just their product’s features.
Here’s how you can do the same:
1️⃣ Clarify your unique value proposition – What do you offer that no one else does? Why should people choose you?
2️⃣ Make your messaging unmistakably clear – Your audience should understand what you do within seconds. No fluff, no confusion.
3️⃣ Use as many words as necessary – Concise is great. Cryptic is not. Prioritize clarity over trying to sound “sexy” or “snappy.”
4️⃣ Speak to what your audience truly cares about – Go beyond features and benefits. Tap into the deeper motivations that drive their decisions.
Apple didn’t become Apple by blending in. Neither should you.
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