Apple’s design principles embrace everything I believe about how businesses and brands can become more successful through empathy, purpose, and emotion.

There’s a huge debate raging among the design community about iOS7. I’m not a designer by trade, so I won’t even venture to enter the fray.

But as a proponent of the ideas of “empathy, purpose, and emotion” when creating, strengthening, or transforming brands – I am gratified to see lots of people sharing this film from Apple about how they approach what they do.

It’s All In The Feelings Your Brand Strives To Generate

So, what does Apple want to make people feel? Delight. Surprise. Love. Connection. I see that and I feel it. When merged with Apple’s products and services, these specific feelings take on a hybrid feeling: they become unique Apple feelings.

How do they get there? By doing their craft around that intention. Rather than running all over the place reacting to what’s new or possible, they always stop and remind themselves of what they’re here to do.

No one ever said it was easy. To paraphrase Apple, it’s hard to do and there are a thousands no’s for every yes along the way.

Your Brand Can Make A Similar Meaningful Connection

Use empathy to put yourself in touch with what’s important. Use purpose to identify what importance you can bring to people’s lives. Use emotion to open hearts and minds to your offering. Adopt a meaningful mode of behavior to make it all come real.

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