What is the most important element of a brand?
According to a recent study, 81%of consumers say they need to trust a brand before making a purchase.Did trust come to mind?
Your brand goes beyond your logo, slogan or name. From your offer to your messaging, your entire personality and beyond,Each element adds up to a public perception of your brand– arguably the most important element of all.
The way you present your brand can influence public perception and help you become exactly who you want to be and shape how you want to be perceived. The best way to do this? Through a detailed brand strategy.
In this article, we dive into the different types of branding strategies, share examples of top brands, and explain how to choose the best branding strategy for your business.
Table of contents
Key aspects of a brand strategy
Before we dive into the different types of branding strategies and examples, let’s look at the top five things to consider when creating yoursbrand strategy.
These serve as the basis for your strategy.
- Brand purpose:Your brand purpose is why your brand exists and what you want to achieve.
- Ground vision:Your brand vision consists of the key ideas behind your brand that you draw inspiration from.
- Brand values:Your brand values are what you believe in as a company and what you stand for.
- Target group:Your target audience is the demographic of people you want to reach with your product or service.
- Brand voice:Your brand voice is the emotion and personality that shines through when communicating your brand to your target audience.
6 types of branding strategies
From corporate branding to retail branding, here are six of the most common types of branding strategies.
1. Corporate Brand Strategy
corporate brandis the personality you build for your business as a whole, rather than marketing your brand in separate identities.
This is how your company presents itself to your customers and even to your own employees.
This includes how your company behaves socially and professionally, from the personalities you work with to the charities you support and your public stance on current events.
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2. Personal branding strategy
Personal branding is all aboutCreating a public image that communicates your unique value proposition to your target audience,so you can establish yourself as a thought leader.
Personal branding aims to shape public perception in order to influence professional reputation.
Contrary to popular belief, personal branding isn't just reserved for famous people. Everyone can develop a personal identity and benefit from personal branding.
For example,maybe you are at a turning point in your career and your goal is to gain recognition and climb the corporate ladder, or maybe you aspire to become a politician.
In both of these circumstances, personal branding can help you establish a reputation, along with a reputation for trust, hard work, and other desired traits.
Many influencers use personal branding to increase their visibility, gain followers, and build their reputation in hopes of landing endorsement deals — and it's working.
Actually,50%of millennials say they trust influencers for branding advice.
3. Product Branding Strategy
Product branding markets your brand around a specific product, whether it's your only product, a new product, or a bestseller.
Apple, for example, leverages product branding around the iPhone, which generates 50% of the company's revenue.
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4. Service Branding Strategy
Service branding focuses on what you have to offer as a brand. How do your services benefit your target audience?
Service branding helps your business stand out from the competition by marketing a unique customer experience that only you can deliver.
Consider one of the leading auto insurance companies in the US,Geiko,as an an example.
Their brand promise is: "In 15 minutes or less, you can save 15% or more on car insurance."
While time-based promises are often difficult to deliver, they stand by that promise to protect their image and most importantly, to keep their customers happy.
5. Geographic and cultural brand strategy
Geographic branding revolves around products that you can only buy exclusively in a certain territory.
Think of Starbucks' Been There Series collection.You can only buy a Starbucks mug with the Statue of Liberty design in New York.
Cultural branding focuses on the cultural aspects of a country or place rather than its geography and is often implemented by companies in the tourism and aviation industries.
When you think of JapanYou may be thinking of the country's celebritiesOnsen,hot springs or Mount Fuji.While for Paris,the Eiffel Tower, colorful macaroons and quaint street cafes might come to mind.
6. Retail branding strategy
Retail branding is a strategy that focuses on the concept of your brand and implements it in a brick-and-mortar store.
When a customer enters your store, their look and feel should match your brand.
Factors like the layout, decor, lighting and even background music of your store should be carefully chosen to create an experience for your customers.
With an estimated 24 million e-commerce stores worldwide,Retail branding can give you a competitive edge by providing your customers with a physical experience that is unique to your brand.
DuringE-Commerce-Websitescan provide a digital experience through branding elements, media and a strategic user journey, a brick and mortar store can include human interaction, sounds, smells and other elements not possible in a digital storefront.
6 examples of branding strategies from top brands
It's important to choose your type of branding strategy carefully so that you can differentiate your brand in the marketplace.
From big names like Apple to Chick-fil-A, America's "politeest" fast food chain, let's dive into top brands that have clicked and have exceptional branding strategies.
1. Corporate branding example: Apple
Apple is one of the best examples of an established corporate brand.
In fact, this tech giant has upped itssglobal revenueto $274.52 billion in 2020, compared to $260.17 billion in 2019.
Apple has carefully crafted a branding strategy that is loved by people around the world.
On the surface, Apple offers the same products as its competitors: smart devices ranging from cellphones and laptops to iPads, TVs, and watches.
Aside from the emphasis on superior quality and innovative technology, what makes them special?
Your branding strategy focuses on emotions.
It's about how you feel about Apple products and how you, as a consumer, want to be part of a cool, friendly, and inclusive community.
2. Personal branding example: Elon Musk
When you hear Elon Musk, the word "Tesla" probably comes to mind.But Elon Musk has built another brand that is entirely his and simply revolves around his name.
Alongside launching Tesla, the next generation of cars, Musk's intriguing ideas and often-controversial options have earned him a reputation as a genius -- someone to look up to and aspire to be.
Elon Musk is known for his incredible work ethic (often working more than 100 hours a week), along with his persistence and commitment to his vision, despite repeated failures.
Plus,He is active on social media and consistently involves his followers- So you can bet he's someone you can relate to.
3. Product branding example: iPhone
Here is an example of a brand that has successfully implemented two different branding strategies.
While Apple was busy building a corporate brand around laptops, desktops and other products, the release of the iPhone in 2007 changed the company's branding strategy as the product took on a personality all of its own.
The iPhone's MSRPs were clear and plentiful,from sleek design and an unmatched user interface to better hardware-software integration than the competition and features that blew the competition away.
a throw217 millioniPhones were sold in 2018, with Apple becoming the leading smartphone vendor in the fourth quarter2020. Kudos to any brand that is able to localize and control different strategies that come together so coherently!
4. Service branding example: Chick-fil-A
As mentioned earlier, service branding is about providing a unique experience that sets you apart from your competition.
Enter Chick-fil-A, thethe "politeest" fast food chainin America.
While one of their most popular menu items is titled "the original chicken sandwich," Chick-fil-A offers something even better:Exceptional customer service known across the country.
According to Chick-fil-A founder Truett Cathy, the brand is about more than just fast food items. He explained:
“We should do more than just sell chickens. We should be a part of the lives of our customers and the communities in which we operate.”
With employees who greet you with their trademark according to the motto "How may I serve you today?". and leaves you with an enthusiastic "My joy!" It's hard not to leave with a smile every time.
To say that Chick-Fil-A's brand strategy is successful is probably an understatement.
5. Geographic branding example: McDonald's
McDonald's, one of the leading fast food chains with a total of 39,198 restaurants worldwide2020, is no stranger to creating innovative foods around the world.
What sets them apart from the competition is their strategic goal of supporting cultural diversity and tailoring their offerings to local markets.
An effective geographic branding strategy that allows them to reach an even wider audience.
Let's look at a comparison of their offerings in the US versus their offerings in Japan.
In the US, you'll find McDonald's fan favorites from the Big Mac to the Quarter Pounder®.
— McDonalds (@McDonalds)1. November 2021
I present you the most important NFT. RT for a chance to win one of ten exclusive ones#McRibNFT
While McDonald's in Japan has retained the majority of its US menu,There are several products that you can only find in the Land of the Rising Sun.like the Samurai Mac and its winter frappes: Cream Brûlée and Strawberry Cream Brûlée, just to name a few.
– McDonald’s (@McDonaldsJapan)16. November 2021
＼Released from 11/24 (Wednesday)❗️／
Two things that color this winter#Winterfrappebut# limited timeAppeared in ✨
slightly sweet#Crème Brûlée Frappeand the sweet and sour taste is exquisite#Erdbeer Creme Brulee Frappe
Look forward to both 🥰
Pro tip:If you run a restaurant, check out our expert tips to attract more customersFood and Beverage Marketing!
6. Retail Brand Example: Target
You know Target, right? The red bullseye logo and adorable puppy to go with it? Target is the eighth largest retailer in the US.
From a nationwide presence with over 1,800 stores across the US to competitive prices and strategic locations, the brand easily rivals competitors like Costco and Walmart.
If you've ever been to one of their brick-and-mortar stores, you've most likely experienced the "Target Effect."
The "Target Effect"walks into the store with a concise shopping list in hand, but as soon as you leave you realize you've bought a lot more than you bargained for.
The genius behind this effect is the layout of the store.
As soon as you enter a Target store, you will see a Starbucks store. Starbucks sets the stage to welcome you.
As you walk past Starbucks, you'll notice that the store's layout has a natural flow that subconsciously takes you from one shopping aisle to the next.
In addition, Target stores are well-lit, organized, and have clear signage. And who wouldn't want to shop in a place like this?
See you Target! Bravo!
How to choose the perfect branding strategy for your brand
Now that you know the different types of branding strategies, it's time to make a decision about what type of branding strategy best suits your brand.
From determining your brand identity to defining your target audience, here are the three most important steps in establishing a strategy for your business.
1. Determine your brand identity
It is important to first define your brand identity before choosing the branding strategy that suits your business.
At the core of your identity are your values and how you convey those values to consumers through your products or services.
Visual representation also plays a key role in your brand identity, from your logo and color palette to your website design and social media aesthetic. Who are you as a brand or who do you want to be?
2. Determine your brand's goals and audience
Next, identify your brand's specific goals and audiences.
Identifying your goals involves creating a schedule with defined goals to achieve, from visibly increasing or attracting more website traffic to increasing engagement on social media and more.
Set specific KPIs and a strict timetable for when you want to achieve them.
Identifying your audience can drive your strategy by determining how you want to reach and engage with them.
3. Analyze your industry
By conducting a competitive analysis, you can identify what strategies seem to be working for other brands in your industry, along with the strategies that aren't.
Competitive analysis not only allows you to choose the perfect branding strategy for your business, but also helps you uncover possible threats and opportunities in your particular market.
Takeaways on types of branding strategies
A branding strategy can help you differentiate yourself from your competition, allow you to reach and connect with your target audience, and put your RRP front and center to build a solid reputation for your brand.
However, strategies are rarely, if ever, one size fits all. The strategy that works for your brand depends on your core values, purpose, vision, target audience and what you offer.
The six most common types of branding strategies are:
- Product Branding
- Geographic and cultural branding
- Retail Branding
At Digital Silk, we develop custom branding strategies as part of ourBranding Services.
Our experts go the extra mile to not only identify the perfect strategy for your business, but to develop a unique approach that delivers results.