7 Brand Strategy Examples (Top Brands) - YouTube

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