Brand Tone

Aspirational & Innovative, Expert & Service-Oriented, Community-Focused & Inspiring, Approachable & Friendly, Promotional & Value-Driven

Brand Values

• •Innovation & Technology
• •Customer Experience & Service
• •Accessibility
• •Quality & Trust
• •Community & Social Responsibility
• •Exclusivity & Premium Status (aspired)

Best Practices

• •Blend Expertise with Accessibility: While showcasing deep knowledge of Apple products, ensure the language remains understandable and welcoming to all customers, avoiding overly technical jargon unless clearly explained.
• •Highlight the "Premium Experience" Consistently: Emphasize the benefits of shopping at an Apple Premium Partner, such as personalized service, certified experts, and a high-quality environment, in all communications.
• •Maintain Transparency and Empathy, Especially in Addressing Issues: Following events like the promotional mishap, continue to communicate with honesty and empathy, showing that customer feedback is valued and acted upon.
• •Tailor Tone to the Platform, but Keep Core Values Intact: While TikTok content can be more playful, and LinkedIn posts more professional, the underlying values of innovation, quality, and customer focus should always be evident.
• •Infuse "Pura Vida" with Innovation: Connect the advanced technology of Apple with the Costa Rican lifestyle and aspirations, as hinted in the "Único como vos" campaign, showing how technology enhances local creativity, productivity, and connection.

Social Perception

Seen as the primary official source for Apple products in Costa Rica. Appreciated for providing access to the latest Apple technology and a wide range of accessories. Financing options are a significant draw for many customers. The new Apple Premium Partner store concept is generally viewed positively as an enhancement of the shopping experience. Their social media, especially TikTok, engages users with creative and humorous content. Recent promotional issues (Multiplaza Escazú incident) have led to public criticism regarding event management, communication, and customer treatment, causing frustration and disappointment among some consumers. Some customers have reported negative experiences with customer service and repair processes, citing them as slow or unsatisfactory. There's a perception among some that their products are expensive. Concerns about the genuineness of some online reviews have been raised in forums.

Copy Examples

• •Headline (New Product Launch): Experience the Future, Today. Discover the new [Product Name] at iCon, your Apple Premium Partner. Expert advice and exclusive financing await. #iConCostaRica #AppleInnovation #[ProductName]
• •Social Media Post (Service Focus): Got a question about your Apple device? Our certified experts at iCon are here to help you unlock its full potential. Visit us or book a support session online! Your Apple journey, simplified. #iConSupport #AppleExpertsCR
• •Website Banner (Financing Offer): Your dream Apple device is within reach. With iCon's flexible financing plans, owning the best in tech has never been easier. Learn more and apply today! #iConFinancing #AppleParaTodos
• •Instagram Story (Community/Lifestyle): Powering your passions. From creativity to productivity, iCon and Apple are here to help you make your mark. What will you create today? #UnicoComoVos #iConInspira
• •TikTok Video Script (Humorous/Relatable for a product feature): (Scene: Person struggling with an old, slow laptop) Voiceover (upbeat, friendly): Still living in the dark ages of tech? (Scene: Person magically teleports to an iCon store, looking amazed at a new MacBook) Voiceover: Upgrade to the light speed of a new MacBook at iCon! Smooth, powerful, and oh-so-shiny. 😉 Your projects will thank you. #TechUpgrade #iConLife #MacBookMagic #CostaRica