7 Brand Strategy Examples (Top Brands)

Brand Strategy Examples YT What's up branding experts! — Arek here at Ebaqdesign. And in this video we gonna look at some of the best brands in the world and the brand
strategies behind them and then we gonna talk about how to develop
a brand strategy for yours or your client’s brand So that you can see some specific examples
to which we can all relate, so that you can get inspired or just understand
key components of developing a successful brand strategy.

Now if you're new to the channel and you want
actionable tips on branding, strategy and design. Well then smash that subscribe button and
hit the notification bell as well. My name is Arek Dvornechuck and at Ebaqdesign
my mission is to help people design iconic brands. Ok, so before I show you these brand strategy
examples First, Let’s quickly define what a brand
strategy actually is and why it’s important for branding a business. So What is a brand strategy? When it comes to this subject – Marty Neumeier
is a true brand strategist. And this is how he defines brand strategy: “A plan for the systematic development of
a brand in order to meet business objectives.“ — Marty Neumeier, Brand Gap The goal of brand strategy is to shape the
perceptions of a brand’s audience so that ultimately we can influence them.

Therefore, the brand strategy sets out the
plan for shaping those perceptions through different forms of expression both visual
and verbal. And Brand strategy used to be reserved for
global brands, but now more business owners start to realize the importance of building
a brand and the strategy behind it. So in this video, I examine some of the world’s
greatest organizations and reverse engineer their greatness. So that you can understand the strategic decision
they’ve made in the past that allowed them to grow and build iconic brands that they
are today. Now, before we talk about those specific examples,
it’s also important to define key elements of an effective brand strategy So, you see branding experts go about defining
brands in different ways and by using variety of frameworks, but most of them would definitely
agree on these key elements… That I believe every successful brand strategy
must include: Purpose, Vision, Values, Positioning, Personality,
Voice, Tagline.

So now I will show you an example of a famous
brand for each of those 7 key brand strategy elements. And when you look through these seven examples
— please look for opportunities to not copy But just to understand the concept behind
it so that you can apply it for your own use. And then, I will give you my step-by-step
process to developing a brand strategy for yours, or your client’s brand — so stick
around. Ok, so without further ado, let’s jump right
into the first and probably the most important element of your brand strategy Which is your Brand Purpose, and here let’s
take Tesla as an example. 1. Tesla — Brand Purpose Now the goal of a brand’s purpose is to
define the greater good behind your work and talk about it In order to rally your team and foster connection
with your audience.

So your brand’s purpose is expressed by
your purpose statement Which is a short sentence describing the WHY
behind your work as a brand “Why does your company exist? Why did you get out of bed this morning? And why should anyone care?” So Tesla is a great example of a purpose driven
brand. Now, Tesla was founded in 2003 by a group
of engineers who wanted to prove that people didn’t need to compromise to drive electric
cars. Now, Tesla believes in clean sustainable energy
and saving our planet. So the Tesla’s brand purpose statement is
the following: “To accelerate the world’s transition to sustainable energy.” Which is a great way to go about your brand
purpose — to tie the brand to a greater cause like saving our planet, helping people
or animals.

So Tesla believes that electric vehicles can
be better, quicker and more fun to drive than gasoline cars. But today, Tesla builds not only all-electric
vehicles, but also infinitely scalable clean energy generation and storage solutions. So as you can learn from this example, your
purpose statement should be open for future expansion, So Tesla’s purpose statement doesn’t focus
on just cars specifically, but it’s about something bigger. It believes in general that the faster the
world stops relying on fossil fuels and moves towards a zero-emission future, the better. And this can manifested through electric cars
but also other products like storage and clean energy solutions. So to sum up — the brand purpose will inspire
your employees to come to work and give your customers a clear reason why they should engage
with your brand. So that ultimately your brand can play an
invaluable, irreplaceable role in people’s lives.

Now let’s talk about Brand Vision by taking
Starbucks as an example. Now the goal of a brand’s vision is to ensure
that the brand is navigated towards the right direction. And your brand’s vision is expressed by
your Vision Statement — which is is a one-sentence statement describing the clear and inspirational
long-term desired end-state. So you need to describe the future your brand
is ultimately working towards. And this will inspire and energize your stuff,
but also help you dream big and Influence long-term business decisions.

Now, This is how Starbucks thinks of the future
position as a business they want to be in: “To be the premier purveyor of the finest
coffee in the world.” Starbucks' vision statement is probably why
the multi-million dollar coffeehouse chain has soared to success. After carefully examining the Starbucks' vision
statement, It’s clear that they have an ambitious goal
to become the finest coffee marker in the world. If you have a clear vision of where your brand
is heading, then you can make meaningful decisions along the way. So you need to describe the future your brand
is ultimately working towards.

And your vision statement will help you get
some clarity on where you’re heading as a brand. And it will help you think more strategically
and make meaningful decisions that are “on brand”. Now let’s talk about Brand Values by taking
Apple as an example. Now, the goal of your brand’s core values
is to ensure that you can create a culture and driving force for what that brand stands
for in the world. And how you want that brand to be perceived
in the marketplace. So basically your core values are guiding
principles, that articulate what your brand stands for. And they must be actionable, so that your
stuff can act upon them and create that desirable internal culture. And ultimately deliver a consistent brand
experience externally — to your customers. Now Steve Jobs was also the company’s chief
brand evangelist who used to say: “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get
people to remember much about us.” So Apple’s Core Values are the following: Accessibility — Ensure people with physical
limitations are not left out.

Education — Provide educational solutions
to schools across the United States. Environment — Build products that are safe
for both the users and the environment. Inclusion and diversity — To create products
that serve everyone, we believe in including everyone. Supplier responsibility — Hold suppliers
and partners responsible for creating quality products for our users. Privacy — Offer the utmost security for
the user. Privacy is a fundamental human right. So If you’re a founder and you’re not
clear about what your brand stands for, then how can you expect others to know? So you see, you need to be like Steve Jobs
and also be your own chief brand evangelist. So to sum up —so your values stand at the
very core of your brand and they guide business processes. And together with your purpose and vision
statements, they guide your company both internally and externally. And they’re important to both — attracting
customers as well as retaining your best employees.

Now let’s talk about Brand Positioning by
taking Amazon as an example. Now, the goal of a brand’s positioning is
to find that differentiator and set your brand apart from your competitors And as Al Ries said “Positioning is not
what you do to a product; it is what you do to the mind of a prospect.” So you need to find that differentiator to
be able to stand out in the marketplace and stand for something in the minds of your customers. So that your audience can remember you for
something you want to be known for. Now, when you think of Amazon, what comes
to your mind? Probably you love that quick delivery and
excellent customer service. So Amazon’s Positioning Statement is the
following: For consumers who want to purchase a wide
range of products online with quick delivery, Amazon provides a one-stop online shopping
site. Amazon sets itself apart from other online
retailers with its customer obsession, passion for innovation, and commitment to operational
excellence.

Now, as a business you can do many different
things, but as a brand — you want to be known for just ONE thing — Not one product
or one service, but once idea. So that ultimately you can create that desirable
perception and take a specific place in the mind of your customer. So next time they’re about to make a purchasing
decision, it can help them navigate through variety of choices and buy from you thanks
to that clear positioning.

Now let’s talk about Brand Personality by
taking Harley as an example. Now, the goal of a brand’s personality is
to give a human-side to your brand, So that your target audience can build a lasting
relationship with your brand as if it was a person. Because you see, certain personalities attract
each other, and others repel each other. So you want to create that human-like persona
that will attract your target audience and connect with them on an emotional level. Now, the personality of Harley Davidson is
ruggedness, and it fits the Outlaw archetype. So you see a brand you choose is often a vehicle
to express yourself. Harley-Davidson has a macho, rebellious, America-loving,
freedom-seeking personality. And this personality directs all the visual
as well as verbal communication. And you can see that conveyed in all brand
touch-points, like in marketing campaigns for example. So ultimately having a well-defined brand
personality will help make that brand-customer connection as if they were interacting with
a real human being. Now let’s talk about Brand Voice by taking
Tiffany as an example. Now, the goal of a brand’s voice is to set
the guidelines for how you want your brand to sound to others.

Which is basically how the personality of
your brand comes through the words that you use in communication. So that your brand’s voice is essentially,
an extension of your brand personality. And it helps you develop a consistent way
of conveying your message to your audience. Now, Tiffany is not just about the shade of
baby blue, but it’s also about their well defined brand personality and brand voice. So The Tiffany’s tone of voice is witty,
elegant and classic. Now, the content and social teams work together
for voice consistency between social posts and branded content. “Historically, Tiffany’s voice as a brand
was witty and twitter allows us to bring that back.“ — said Hong, who leads the team
of art directors and copywriters. So Tiffany has a clearly defined brand voice
and is big on social media and marketing. After all, people are willing to pay much
more for a Tiffany product than some equivalent without a Tiffany logo.

So they pay for logo, design, and the small
blue box that holds the jewelry. But it wouldn’t be possible to sell those
often overpriced products without proper tone of voice and messaging. So in every single communication the Tiffany’s
brand voice is very elegant and classic. And the brand became iconic in a big part
thanks to consistent branding with the tone of voice that resonates well with their customers. So to sum up — your personality and your
voice will work together, To represent the HOW — how your message
is delivered.

And your brand’s tone of voice should be
used consistently across all channels of communication. To allow the audience to build that strong
human-like connection. Now, finally let’s talk about Brand Tagline
and here let’s take Nike as an example. Now, the goal of a brand’s tagline is to
conveys the brand’s spirit in the shortest way possible. ⁣ So basically, you need to distill your message
to a selection of a few very concise and memorable words that tell the story of your brand. And your brand tagline should be inspired
by your positioning, which is for internal purposes only. While tagline is for external purposes — its
customer facing. So In just a few words, you’re expected
to grasp the vibe of your brand.⁣ So that Nike’s positioning is perfectly
manifested to the outside world by the their renowned tagline — “Just Do It” Which translates into a brand message that
is able to inspire and bond customers to the Nike brand.

And the Nike's "Just do it" slogan, was created
30 years ago by renown advertising agency Wieden + Kennedy and it's still one of the
core components of Nike's brand today. So by featuring numerous notable athletes
together with that brand slogan Nike is able to attract customers and create
the desirable perception. So top sum up — we need to basically define
what we want our audience to remember us for, and giving them an easy to remember tagline
is key to helping them remember your brand.

Ok so this was the last example on my list. So I gave you 7 examples of strategies behind
famous brands So you see, the world's most successful companies
develop brand strategies that inform everything from product development to customer service
to sales, marketing and beyond. And at Ebaqdesign, we look at developing brand
strategy as the key step in the process of brand building. You see, many of my clients come to me for
a logo or a brand identity system, but what they really want is to build a strong brand. And building a strong brand always starts
with developing a brand strategy first So that good strategy combined with great
creativity will give your brand a fighting chance In this cluttered and hyper-competitive world. So that brand strategy set the foundation
and further inform all your visual and verbal communication In order to help you build a
brand that has a potential to become iconic.

Now, How to develop a brand strategy? So if you want to build a strong brand that
people love, you need to clearly define all key components of you brand strategy So basically you should run a workshop with
yours or your client’s team and define all those key brand strategy elements. So how do you do that? — you simply run
branding exercises to align stakeholder on the same page and clarity on those key aspects
of strategy. And everything that you need in order to run
this workshop effectively you can find on my blog. Where I share with you how to run each and
every single branding exercise step-by-step. And you can also buy my premium guide with
video tutorials and real case studies and worksheets And more additional resources to help you
feel more confident. And develop your brand strategy faster and
more accurately. But anyways, I would love to hear from you
about your experience in developing brand strategy.

Do you find these examples of brand strategies
inspiring at all? Are you going to run the brand strategy workshop? Either way I'd love to hear from you in the
comments below. And if you like this video please give it
a thumbs up and smash that subscribe button and hit the notification bell as well to let
you know when we've got new videos coming out. Then head on over to Ebaqdesign.com/blog/brand-strategy
and check out my guide to developing a brand strategy. But anyways, let me know in the comments below
what you think. And if you have any questions, and I'll do
my best to answer all of those. Until next time. — This was Arek Dvornechuck from Ebaqdesign.

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