12 Brand Strategy Examples (With Definition And Importance)
By Indeed Editorial Team
Published 6 July 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Creating a plan for how a company might create and develop its brand over time can be an essential component of marketing to improve business. Companies often develop one or several brand strategies to help them articulate their goals and decide the best way to achieve them. Learning about some of these strategies can help you understand when and how you might implement them at the company for which you work. In this article, we define brand strategy, discuss its importance and share 12 examples of brand strategies you can use to market or publicise a brand effectively.
What Is A Brand Strategy?
A brand strategy is a plan that companies create to help them build their identity in their markets. This often involves several milestones and long-term goals for determining their core values and ways they can successfully share that with consumers. When creating a brand strategy examples, companies often consider their communication methods, design elements and product details that can show customers why they might purchase a product or service from those companies.
12 Brand Strategy Examples
Here are 12 brand strategy examples you can consider using to ensure its success:
1. Differentiation branding
Brand differentiation involves making a company appear unique and more desirable to consumers than competitor brands. One important aspect of this strategy is developing a unique offer depending on the market and preferences that the competitors usually do not. This might mean implying the brand provides puts more effort into providing cost-effectiveness without compromising quality to its consumers. This strategy may help increase market share and grow its sales and revenue, subsequently.
For example, there are two ride-sharing companies. One focuses on providing comfort and professional expertise. For the first company, drivers require providing food and drinks and comfortable seating to improve customers' ride experiences. The other company offers a more personalised service. It allows passengers to ride in the front and encourages drivers to have a conversation with them. This strategy may help the second company connect more with customers emotionally, which can allow it to build a group of loyal customers whose values match more with the brand that promotes a more personalised approach.
2. Product branding
This is a common type and the goal of product branding is to make a single product identifiable. Symbols or graphics are an important aspect of product branding since they help customers instantly recognise your goods. For example, an energy drink company might use distinct packaging and emblems on all its products to ensure customers can distinguish the brand from its competitors.
3. New audience targeting
Targeting a new audience is a common strategy in different industries. It involves creating marketing campaigns or adapting a brand's image to appeal to an audience that a company did not previously target. For example, a physical bank mainly has middle-aged customers. To gain more revenue, the bank may decide to target a new audience of younger customers. The bank started offering online services, such as banking apps on mobile devices for contactless money transactions, to appeal to the new target audience and increase its customer base successfully.
4. Name identification
To attract clients to new products and services, many well-known brands rely only on their reputation. This means that consumers may identify a particular brand by seeing its name, slogan, logo or colour scheme. For example, a technology brand with a recognisable name and logo releases new laptops in the market. While other technology companies also sell similar products, many buyers may prefer the reputed company over others because of their brand reliability and popularity.
5. Individual branding
This involves having a separate brand for each product or service that a company offers. A corporation may develop a new brand to offer a product line that differs from those that are its primary source of revenue. This is useful if the product line has a specific target audience or if the company has the resources to expand its service or product portfolio.
For example, a company might own two brands offering oral care and baby care and introduce a third brand for home care products. Having three distinct brands allows the company to offer products to separate target consumers, which can help to increase revenue and customer base.
6. Brand extension
Brand extension occurs when a corporation uses its name recognition to promote a new product that differs from its primary offering of goods or services. The corporation's current customers may then be more likely to purchase items from the new brand because of their loyalty for its more well-known brands. For example, a car manufacturing company might decide to launch a line of lawnmowers under the same brand name. By leveraging the brand, the organisation can become a popular lawnmower line as well, depending on service reliability and performance.
7. No-brand approach
The no-brand approach is a strategy that involves creating and marketing generic products or services, rather than establishing a clear brand. These generic items appeal to customers because they allow them to spend less money and still buy quality products and services. When corporations develop generic items that buyers can trust, they may compete better with branded rivals. For example, a company might sell a high-quality cereal similar to more well-known cereals but cheaper in price and with more generic packaging.
8. Online branding
Online branding is how a company markets or publicises itself in the online market. This includes having a consistently updated brand website and social media accounts so that customers can engage and recognise the company. For example, a soda company might have social media sites where they advertise with celebrities that match their brand values. They can also have polls for new soda flavours on their websites, discounts for new followers on sites and use the same logo across all platforms.
9. Private label branding
Private label branding is when retailers purchase goods from a manufacturer and resell them under their own brand for larger amounts at these larger prices. For example, a grocery store might purchase large quantities of chips and brand them under their signature grocery name. This allows them to compete with other brand name chips in the same field and might provide more value for customers because of the lower price.
10. Attitude branding
Attitude branding is when companies use emotions to appeal to their customers. This might directly relate to the products they sell or simply inspire certain feelings in customers. For example, a pet treat company might run certain campaigns where they donate a percentage of their profits to local animal shelters. This can appeal to pet owners along with people passionate about the health and wellbeing of animals. Attitude branding can also relate to certain lifestyles, like fitness or travelling.
11. Service branding
Service branding is when companies increase their value or qualities by offering services along with their standard products. Services can include paid or unpaid services that help highlight a company's ability to help its customers. For example, an online software company can sell certain products similar to their competition. By ordering additional services, like 24-hour assistance features or add-on products, they can add value to their brand.
Crowdsourcing is when companies get ideas or solutions directly from their customers. This involves surveying, polling or creating a way for consumers to share ideas to help companies innovate products or services. For example, a social media application might provide opportunities for consumers to vote on the next feature they develop. By gathering these results, they may prioritise the feature and create a positive customer experience.
Why Is A Brand Strategy Important?
There are several key benefits to having a brand strategy, which can include:
Clarifying your mission and values
Determining a brand strategy starts with establishing the core mission and values. This means identifying what is important to the company and how you can communicate it clearly to the customers. Having a clear mission can help you establish other key components of a brand strategy, like design elements and tone, to ensure they match customers' perception of the brand.
Improving your marketing
By establishing a brand strategy, you can better improve your marketing efforts to reach and engage more customers. Part of doing this means analysing your current practices with packaging, social media content and advertisements to see if you are catering to the target customers successfully. Effective branding means having a consistent message across different platforms, so part of your strategy can include identifying areas for improvement to achieve better customer recognition.
Increasing company value
Having a successful brand strategy might make a company look more prospective to potential investors. For example, if a company hopes to acquire the business you work for, showing them an effective branding mission and planned steps can convey that you understand the market and the product. This can eventually increase the value of the company shares for these investors. This can also apply to the market value of a company, as preferable branding can induce positive market emotions.
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