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13.2.2024
Branding

6 Brand Strategy Examples Plus How to build a Brand?

When the term 'branding' is mentioned, the immediate thought revolves around logos. The golden arches of McDonald’s, the bold red Coca-Cola script, or the clean outline of Apple- these symbols instantly come to mind as prominent branding strategy examples. 

However, a brand goes beyond a mere logo, hence, it necessitates a comprehensive strategy to establish a solid identity. More than the fusion of your name and logo, your brand embodies what people think about you when they hear your name. The mere thought of your brand takes residence as a concept in the 'hearts and minds' of your clientele. 

But, this doesn't imply a lack of control, as you have the power to mold your brand through your actions. Yet, for your strategies to yield success, a well-devised plan is imperative.

Let’s consider the following stats to underscore the importance of a strategic approach to branding:

All in all, while logos are pivotal, a holistic branding strategy, encompassing various facets of your business, is indispensable for creating a lasting and impactful brand presence.

What is brand strategy?

Developing a robust branding strategy is a crucial component of any successful marketing plan, as it involves crafting a distinct and cohesive identity for your company.

The initial step in formulating a successful branding strategy is conducting thorough research into the needs and desires of your target customers. This foundational understanding serves as a basis for creating a brand that resonates with and meets the expectations of your audience.

It's noteworthy that over 80% of consumers have expressed the necessity of trusting a brand before contemplating a purchase. This underscores the importance of trust-building elements in a brand strategy.

Key elements integral to a comprehensive brand strategy encompass,

  • Development of visuals,
  • Defining brand personas,
  • Creating a positioning statement,
  • Refining messaging, 
  • and Cultivating a devoted customer base

Each of these key elements of an effective brand strategy plays a unique role in shaping the overall brand identity. Now, this ensuing discussion will delve into the intricacies of creating an impeccable branding strategy tailored to your business.

What is brand strategy

How to develop a brand strategy?

From our years of experience in helping brands share their stories, one crucial takeaway stands out: a successful business hinges on a solid brand strategy. When there's no unified identity, everything - from your content and culture to the core of your business - can take a toll.

So, recognizing this common struggle, we're here for you with a guide on how to build a branding strategy. We understand the need for simplicity in tackling this complex task. Let's break it down together, taking steps that make sense for your brand and business.

Step 1: Find Your Brand’s Heart

  • Purpose: Your brand's purpose is the fundamental reason for its existence, beyond profit. It should reflect the positive impact your business seeks to make in the world.
For this, you can take the example of Patagonia. Well, its unique purpose is to "Focus on building the best product while causing no unnecessary harm and use business to implement solutions to the environmental crisis."

  • Vision: A compelling vision outlines what your brand aspires to achieve in the long run. So, it’s necessary to give priority to your vision that makes your brand stand out.
Taking Tesla’s example, for instance, it envisions "accelerating the world’s transition to sustainable energy." This vision not only highlights Tesla’s invaluable step towards saving the environment but also revokes a sense of attachment among its customers.

  • Mission: This is a concise statement defining your brand’s reason for being in the respective industry.
When it comes to giving the best example of a brand whose mission is clear and stands out in the crowd is Google. Its globally known mission is "to organize every single piece of information in the world and make it universally accessible and useful."

  • Values: Clearly defined values guide your brand’s behavior and decision-making. 
For this, the best example that can be considered is Amazon. Amazon focuses on 4 valuable principles and abides by the same come what may and those are- customer obsession rather than competitor focus, being passionate about inventing new things, solid commitment to operational robustness, and long-term thinking.

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Step 2: Articulate Your Messaging

  • Brand Essence (Personality, Voice, Tone): Define your brand's personality, voice, and tone to humanize it. 
Apple exudes innovation (personality), simplicity (voice), and elegance (tone). It can be considered one of the best branding examples globally.

  • Value: Communicate the out-of-the-box value your brand offers to the world clearly. 
FedEx is another successful example of a new brand strategy that promises "When it absolutely, positively has to be there overnight."

  • Tagline: Craft a memorable and succinct tagline that captures your brand essence.
Nike's iconic tagline, "Just Do It." is one of the perfect branding strategies examples that has turned the sports apparel industry upside down.

  • Messaging Pillars: Identify core themes that consistently reinforce your brand’s narrative. 
Coca-Cola’s messaging pillars include happiness, sharing, and refreshment. These iconic messaging pillars can be found at any place or ad where Coca-Cola is there.

Step 3: Design Your Visual Identity

The Nike Swoosh is simple yet powerful, symbolizing motion and speed. This brand kept its brand identity basic yet powerful.

  • Typography: Choose fonts that align with your brand personality and enhance readability. 
Disney uses a whimsical and friendly typography to appeal to a broad audience.

  • Color: Select a color palette that resonates with your brand’s emotions and values.
McDonald’s uses red and yellow to evoke feelings of excitement and happiness.

  • Imagery, Illustration, Photography: Consistent visual elements create a cohesive brand image.
Instagram uses vibrant and engaging imagery to reflect creativity and self-expression.

How to develop a brand strategy

Step 4: Create Your Brand Guidelines

  • Verbal: Establish guidelines for language, ensuring consistency in communication.
Mailchimp maintains a friendly and conversational tone across all its communications.

  • Visual: Specify rules for logo usage, color codes, and overall visual consistency.
LinkedIn has clear guidelines on logo placement, color usage, and typography to maintain brand coherence.

Step 5: Use Technology

Utilizing technology offers a multifaceted approach to generating leads and driving sales across diverse channels. It empowers you to oversee,

  • social media accounts,
  • initiate marketing campaigns,
  • construct websites, 
  • enhance your website's visibility, 
  • and undertake various other functions to boost your online presence and engagement.

Embracing technology opens up a spectrum of possibilities for businesses seeking to optimize their strategies and effectively connect with their audience.

Step 6: Refine your strategy regularly

Building a brand strategy isn't a one-time deal, it's an ongoing thing that needs constant tweaking and fine-tuning.

  • Take a look at how your audience reacts to your messages, visuals, and tech stuff every few months. See what's working and what isn't. If something's not clicking with your crowd, don't hesitate to switch it up.
  • Try out different approaches until you hit the sweet spot. Think of it as a continuous process of figuring out what makes your brand connect with your audience and keeping things fresh and effective.

Therefore, building a brand strategy involves weaving these examples of branding strategies and elements together cohesively, allowing your brand to tell a compelling and consistent story.

6 successful brand strategy examples

By now you all must have understood the importance of meaningful and strategic brand strategies to make your business stand out in the crowd. However, if you’re still in a dilemma about how to implement these strategies, then reading about some of the successful real-life examples would do the work for you. 

Here is the explanation of different branding strategies adopted by companies to stand out in the rapidly changing market-

1. Apple: Minimalistic Elegance

Apple's, minimalistic design philosophy not only extends to its physical products but also to its software interfaces. The iOS operating system, known for its clean and intuitive design, exemplifies Apple's commitment to a seamless user experience. The minimalist App Store, with its carefully curated app icons and straightforward navigation, reflects the brand's attention to detail.

Moreover, Apple's retail stores are designed with a similar minimalistic approach. The use of glass, open spaces, and iconic wooden tables creates an atmosphere of simplicity and sophistication. This design consistency across products, software, and retail spaces reinforces the brand image, making Apple instantly recognizable and synonymous with innovation.

2. Nike: Dynamic and Energetic

Nike's logo, known as the "swoosh," is a dynamic and fluid check mark-like symbol. Its simplicity and sense of motion embody the brand's focus on athleticism and movement. The bold black color of the swoosh against a white background enhances its visibility and impact. The logo is instantly recognizable and conveys a sense of energy and empowerment.

Nike's product design aligns with its dynamic brand image. Footwear, apparel, and sports equipment feature bold designs, vibrant colors, and innovative technologies. For example, Nike's running shoes often incorporate lightweight materials and advanced cushioning systems. The design of their products not only reflects performance-driven features but also contributes to the overall energetic and winning mindset associated with the brand.

3. Coca-Cola: Timeless Classic

Coca-Cola's  logo has remained remarkably consistent throughout its history. The iconic cursive script, known as the Spencerian script, and the dynamic ribbon underline create a sense of timeless elegance. The signature red color of the logo is instantly eye-catching and has become synonymous with the brand. The overall design evokes a classic and nostalgic feel.

Coca-Cola's product design is epitomized by its distinct contour bottle. The curvaceous shape, introduced in 1916, is an enduring symbol of the brand. The red and white color scheme is consistently applied across various packaging formats, reinforcing the brand's visual identity. Whether in glass bottles, cans, or plastic containers, Coca-Cola's product design maintains a cohesive and classic appeal.

4. Google: Playful Simplicity

Google's logo consists of simple, vibrant letters in primary colors—blue, red, yellow, and green. The use of a clean sans-serif font adds to the overall simplicity. The playful touch is evident in the tilted "e," adding a unique element to the otherwise straightforward design. The colors are thoughtfully chosen, creating a visually appealing and friendly logo.

Google's product design is characterized by a consistent and intuitive interface across its various platforms. Whether it's the Google search engine, Gmail, or Google Maps, the design is user-friendly, with a focus on simplicity. The use of primary colors is extended to product interfaces, contributing to a cohesive and recognizable brand image. The playful doodles on the Google homepage during special events add a touch of whimsy to the overall design.

Some successful brand strategy examples

5. FedEx: Clever Logo Integration

FedEx's  logo features bold, purple and orange lettering with a hidden arrow between the "E" and "x." The arrow, formed by the negative space, symbolizes speed, precision, and forward movement. The color combination adds vibrancy to the logo, making it visually striking. The integration of the arrow is a clever design element that reinforces the brand's commitment to efficient and reliable courier services.

While FedEx primarily provides services rather than tangible products, the incorporation of the arrow concept is extended to its various branding materials. Envelopes, trucks, and uniforms feature the bold color scheme and the arrow motif. This cohesive design strategy ensures that the brand's visual identity remains consistent and recognizable across different touchpoints.

6. IKEA: Functional Aesthetics

IKEA's logo consists of bold, capitalized blue letters on a yellow background. The simple and straightforward design reflects the brand's commitment to accessibility and practicality. The contrasting colors create high visibility, making the logo easily identifiable. The blue and yellow color scheme is consistently applied across IKEA's branding, contributing to a cohesive visual identity.

IKEA's product design is characterized by a blend of functionality and aesthetics. Furniture features clean lines, simple shapes, and often modular designs to maximize practicality. The use of light wood tones, along with the signature blue and yellow accents, adds a touch of Scandinavian warmth to the products. IKEA's flat-packaging design not only facilitates cost-effective transportation but also aligns with the brand's commitment to sustainability and user-friendly assembly.

These examples showcase how diverse design strategies contribute to the unique brand identities of well-known companies. Each design choice is a deliberate element of their overall branding strategy, reinforcing their values, messaging, and connection with their target audience.

What are the key elements of brand strategy?

Now that we have a good idea of what brand strategy is and how to build one, let’s take a closer look at the key elements with some brand building examples that go into creating a unique presence for your business.

1. Purpose

Grasping the commitments your business makes is crucial in establishing your brand's position, but delving into the deeper reason behind your daily endeavors holds even greater significance. In simpler terms, your purpose acts as a distinctive factor, setting you apart from competitors.

Prioritizing profit alone falls short of giving your brand a unique identity within your industry. Our suggestion? Go beyond the surface. If you're seeking inspiration, explore the mission and vision statements of brands you admire, observing how they articulate their deeper motivations.

2. Consistency

Maintaining consistency is all about steering clear of discussions that don't directly connect with or elevate your brand. Did you upload a new image to your business's Facebook Page? It's crucial to evaluate its significance for your company. Does it harmonize with your message, or was it merely a humorous addition that might perplex your audience?

To establish a robust foundation for your brand, it's imperative to guarantee that your messaging remains unified. In the grand scheme, consistency plays a pivotal role in building brand recognition, a driving force behind cultivating customer loyalty. (No need to stress, right?)

3. Emotion

Find ways to really connect with your customers on a deeper, emotional level. Do you offer them peace of mind? Make them feel like part of the family. Maybe you make their lives easier? Use these emotional triggers to strengthen your bond and build lasting loyalty.

4. Flexibility

Amidst the rapid changes in today's world, marketers must embrace adaptability to remain relevant. The upside to this is the newfound freedom to infuse creativity into your campaigns.

You might be wondering, ‘How do I maintain consistency while also staying flexible?’ It's a valid question. Consistency serves as the anchor for your brand, setting a standard, while flexibility empowers you to make adjustments that pique interest and differentiate your approach from competitors.

If your tried-and-true tactics are losing their effectiveness, don't hesitate to make changes. Just because a strategy worked in the past doesn't guarantee success now. Seize the opportunity to engage your audience in novel ways.

Key Elements of branding strategy

5. Involvement

As previously noted, establishing a sense of uniformity plays a crucial role in the quest for building brand familiarity. While a style guide proves invaluable in fostering a seamless digital encounter, it is just as imperative for your team members to possess adept communication skills when engaging with customers and embodying the essence of the brand.

6. Loyalty

If there's already a group of enthusiasts who genuinely love your company and brand, don't just remain idle - show your appreciation by rewarding them for their loyalty. These customers have taken the extra step to share positive feedback, spread the word among their friends, and essentially become your brand ambassadors. Nurturing loyalty among these individuals from the outset will result in a higher number of returning customers, ultimately boosting the profitability of your business.

7. Colors

In a study conducted by Forbes, it was revealed that maintaining a consistent color palette across your brand's logo, digital content, and promotional materials can lead to a remarkable 80% improvement in brand recognition. This recognition is essentially the ability of customers to identify your brand based on its products or logo. Ensuring uniformity in color schemes emerges as a powerful strategy for enhancing the visibility and recall of your brand.

How can Goldenflitch help you build your brand?

Now that you've successfully navigated the entire brand strategy process, it's time to treat yourself to a well-deserved nap. Thanks to your diligent efforts, you now possess all the essential tools to effectively communicate your brand story, align your brand with your business goals, and cultivate the enduring relationships necessary for sustained success. However, there's still a crucial element missing. Can you guess what it is? It's a dependable partner for your branding strategy.

See how we helped TranZact with a foolproof Branding Strategy

We played a crucial role in fortifying Tranzact's branding strategy, ensuring a foolproof and impactful approach. Through a collaborative effort, our team leveraged its expertise to meticulously analyze TranZact's unique identity, industry positioning, and target audience.

How did we manage to do that?

Optimized Homepage

The homepage was optimized for simplicity, offering rapid access to essential document creation flows and lessons. The collapsible navigation panel provided additional space for modules, contributing to a streamlined user interface.

Business Intelligence Solutions

We helped TranZact with a robust dashboard that offered a comprehensive view of company performance, featuring sales/purchase performance, team performance, and pending sales orders infographics. This consolidated visual representation played a crucial role in the branding strategy, emphasizing transparency and informed decision-making.

Quotation & Timeline

Our sales quotation timeline approach visually guided users through the entire sales quote lifecycle. Key events, actions taken, and an interactive document view with editable features empowered users, aligning with the branding strategy's focus on user control and engagement throughout the sales process.

Bill of Materials (BOM)

We efficiently designed a Bill of Materials (BOM) module that managed product components and materials, detailing item descriptions, quantities, and costs. This module was integral to Tranzact's branding strategy, emphasizing efficiency and organization in product management.

Production Module

We designed the Production Module in a way that provided a comprehensive overview of the manufacturing process, ensuring efficient and effective production management. This module, aligned with the branding strategy, enhanced operational visibility and emphasized transparency in the production process.

tranzact

The Impact?

$8M Funding

28% Increased Retention Rate

10,000+ SME Manufacturers

Therefore, in all honesty, here at GoldenFlitch, we offer a myriad of services dedicated to giving your brand the identity it truly deserves. Our team is ready to assist you in every step of the branding journey. So, reach out to us now!

Key Takeaways

  • Brand Strategy Beyond Logos: While logos are prominent elements of branding, a comprehensive brand strategy goes beyond visuals. It encompasses the entirety of your brand, including purpose, messaging, and visual identity.
  • Brand Identity Resides in Minds: A brand is not just a logo, it resides as a concept in the 'hearts and minds' of your clientele. It reflects what people think about when they hear your name, emphasizing the need for a positive brand image.
  • Ongoing Brand Strategy Refinement: Building a brand strategy is an ongoing process that requires regular refinement. Analyze audience reactions, tweak strategies, and maintain a dynamic approach for long-term success.
  • Technology's Role in Branding: Utilizing technology enhances brand visibility, engagement, and optimization. It encompasses social media management, marketing campaigns, website construction, and more.
  • Flexibility in Branding: Flexibility is crucial for adapting to the evolving business landscape. While consistency sets standards, flexibility allows for creative adjustments to stay relevant and differentiate from competitors.
  • Involvement and Loyalty: Establishing brand familiarity requires consistency not only in visuals but also in communication. Additionally, rewarding and nurturing customer loyalty enhances brand advocacy and profitability.
  • The Power of Colors: Maintaining a consistent color palette significantly improves brand recognition, as demonstrated by a Forbes study indicating an 80% boost.

FAQ's

How to market a brand?

Marketing a brand involves creating a unique identity, targeting the right audience, and utilizing various channels to establish a strong presence in the market.

Is brand strategy the same as a business strategy?

Brand strategy and business strategy may sound similar but have different meanings. The brand strategy focuses on building a distinct identity and perception, whereas business strategy involves overall organizational planning and goals.

Has Goldenflitch helped any brand in building its brand strategy?

Goldenflitch has a track record of assisting brands in developing effective brand strategies to enhance their identity and market positioning.

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