Just like an architect creates a building design before beginning construction, you must create a brand strategy for your company.
Brand strategy ensures Building consumer loyalty and differentiation from the competition with results in higher sales and higher brand equity.
In this article, you will learn about the top brands that employ a killer brand strategy. But first, let’s take a closer look at what a brand strategy is and the essential elements that make them successful before we reveal each of these motivational brands one by one.
What Is Brand Strategy?
A brand strategy describes how the organization will establish rapport and favorability with the market. In order for customers to choose your company above the competition, your brand strategy must become distinctive in their eyes.
Brands must shape customers’ views in order to influence them. The action plan for modifying such impressions via both visual and verbal manifestations is known as a brand strategy.
A strong brand strategy integrates all facets of a company’s operations and is both customers- and competition-focused.
It is linked to both the competitive business settings and the demands and feelings of customers.
The missions, values, and consumer promises of a brand are all included in a well-defined brand strategy. It also pertains to the manner in which the brand communicates them.
The large players are not the only ones that need a brand strategy.
Companies that are introducing new products, startups, and small enterprises may all benefit from developing or modifying their brand strategy.
Even a charity may create a distinctive branding strategy to attract additional sponsors or contributors.
Important Elements of a Successful Brand Strategy
You may use a variety of strategic frameworks to establish your brand and influence customers’ impressions. However, the following essential elements must be included in any effective structure.
You can see where each of the essential components mentioned above applies in the motivational brand examples that follow when we look at the tactics that make them so effective.
1. Tesla’s Brand Mission and Purpose
Three years into the new century, when the Sustainable Development Goals (SDGs), also known as the Millenium Development Goals (MDGs), first gained attention, Tesla was established.
Key objectives in the developmental declarations were things like energy affordability and environmental stability.
Being a millennium kid, Tesla supports the global aim of energy sustainability and has positioned itself as the business that will be essential in advancing that objective.
This motivation is evident in Tesla’s mission, which aims to hasten the global switch to sustainable energy.
Since then, the firm has produced profitable all-electric cars as well as scalable sustainable energy generating and storage systems.
Additionally, it has remained committed to its goals of accelerating the transition to a world without emissions and reducing dependency on fossil fuels.
2. Brand personality, messaging, and tagline for Arby’s
It may be challenging to remain loyal to oneself when customer tastes shift.
But Arby’s seems to be benefiting from doing things differently. Despite the health and environmental campaigns against beef and the advent of rivals like Beyond Meat and Hormel offering plant-based beef substitutes, Arby’s is an American fast-food restaurant brand that takes pleasure in providing customers with beef.
As seen by their slogan, “We Have The Meats,” Arby’s developed its reputation around meat by owning it.
In order to appeal to young consumers, the business updated its message and created a new ad campaign that featured a “Head of Sandwiches” to express the 17 sandwich varieties on the Arby’s menu. The phrase was used in a number of commercials. The slogan was changed to read Arby’s. We Have The Meats… for Sandwiches for this campaign.
The new slogan demonstrates consistency in its message, aided Arby’s in adhering to its brand mission, and attracted a new target group.
3. Nike: Storytelling, Brand Positioning, and Tagline
Nike has been using the slogan “Just Do It” for thirty years. It is based on Nike’s positioning statement, which reads: For serious athletes, Nike gives confidence that delivers the ideal shoe for every sport.
“Just Do It.” is a powerful and doable slogan. It forges a bond between the brand and its followers.
Because the phrase appeals to individuals on a personal level, they are free to apply it however they see fit and to whatever challenges they may be facing.
Nike also motivates with its narratives. When you watch a Nike advertisement, the focus is often not on their goods but rather on delivering poignant tales and appealing to viewers’ emotions.
4. Brand positioning at Chipotle
In the US, Chipotle is a well-known Mexican eatery that has recently surpassed Taco Bell in popularity.
Chipotle positions itself as the healthier brand by using fresh, locally sourced ingredients instead of Taco Bell’s “Fast food” strategy.
The corporation, which has 2500 sites across the globe, is presently valued at $44.8 billion.
5. Brand Voice and Personality of Tiffany & Co.
Tiffany connects with its target audience by using a brand language that is humorous, elegant, and timeless as a luxury jewellery company that commands high pricing.
Their social media and content marketing teams collaborate to make sure the brand voice is consistent across all channels.
In line with its brand identity and to appeal to its audience, Tiffany’s approach employs a tone of voice.
6. Brand Values of Ben & Jerry’s
Ice cream retailer Ben & Jerry’s promotes “using our company to make the world a better place” in addition to selling ice cream.
The firm considers it imperative to advance human rights and dignity, promote social and economic justice for formerly underprivileged populations, and restore the Earth’s natural systems.
As a result, if necessary, the corporation publicly backs causes that are consistent with the values of its brand.
They have backed causes such as “defunding the police, defending black neighbourhoods, Juneteenth, and many more.
Due to their social responsibilities, they have been able to grow their consumer base and keep more devoted clients.
7. Brand storytelling using Usersnap
Usersnap is a customer-focused SaaS startup that builds consumer trust and offers them genuine value by using data-driven storytelling.
Usersnap uses their blog to provide information that is beneficial to both clients and visitors.
As a result, they gain a reputation in the SaaS industry as an authoritative and reliable information source.
8. Dollar Shave Club: Brand Personality and Positioning
Men’s grooming product provider Dollar Shave Club caters to regular individuals.
The firm employs models who are relevant to the ordinary person in real life in its advertising campaigns rather than utilising super-hot models, as do other companies in the same niche.
models that people may relate to since they resemble actual customers.
Starbucks: Brand Vision and Customization 9.
Vision is one of the qualities that make Starbucks a strong brand. Great brands consider the long term before the short term.
Starbucks is an example of a business with a broad vision.
Starbucks’ mission is to become “the world’s leading provider of the best coffee.”
This illustration demonstrates the significance of clearly defining a company’s mission as well as its core competencies.
An ambitious brand strategy should provide several options for development and growth.
9. Everlane – Telling Stories
A clothes shop company called Everlane specialises on chic essentials. Everlane employs storytelling to explain how items are ethically sourced and how their prices are determined in order to differentiate itself from the competition.
By revealing the expenses of each product they produce with its clients, the business practises what it dubs “Radical Transparency.”
Customers are informed about the processes used to obtain their items and determine their prices.
10. Positioning and Messaging with Goodmylk
Goodmylk markets itself as a supplier of healthy, full-cream milk that is pure and unadulterated.
Its marketing messages emphasise the full-cream milk’s thickness, the variety of flavour options it offers, and the milk’s health advantages.
The company describes itself as “the source of whole milk for the complete family who needs a daily milk product that includes the required nutrients” as well.
11. Brand principles, personality, tagline, and messaging for Airbnb
The following sentence encapsulates Airbnb’s core values: Experiential travel at a reasonable price.
The goal of Airbnb, which caters to millennial travellers, is to provide a human experience with special touches. Don’t Go There. Live There, the Airbnb campaign’s slogan, encourages this.
The business does this by assigning guests a host who facilitates a closer connection between visitors and the locals.
enabling them to interact with individuals from various cultural backgrounds all across the globe.
12. Positioning, Messaging, Personality, and Mission of Warby Parker
As a direct-to-consumer firm, Warby Parker participates in customer-centric conversations utilising its “Wearing Warby” series while also offering high-quality prescription eyewear at much lower prices.
The series includes blog entries and video interviews with its consumers.
Customers believe that the company is representing their objectives as a result.
Customers shouldn’t have to choose between cost, convenience, and quality, according to Warby Parker’s marketing message.
Customers are encouraged to post images of their new glasses on social media with the hashtag #warbyhometryon and to participate in the company’s “home try-on programme.”
Over 56K user-generated videos have resulted from this.
13. Amazon – Brand values, Positioning, and Mission
The purpose and positioning strategy of e-commerce behemoth Amazon are two of the many tactics that have contributed to its success.
The goal of Amazon is to be the most customer-focused business on Earth by allowing consumers to search and discover whatever they would want to purchase online while also working to provide those customers with the best pricing.
The following fundamental values, which are a result of the company’s positioning strategy, serve as the foundation for its operations:
Large variety, affordable pricing
In essence, Amazon’s competitive advantage is on cheap prices and a positive customer experience, which has enabled the business escape fierce competition. Amazon has continued to develop new solutions as a firm with an obsession for the needs of its customers in order to make things for them simpler, quicker, better, and more affordable.
14. IKEA – Tone of Voice, Positioning, and Personality
IKEA markets itself as a company that offers clients the most reasonably priced, high-quality furnishings. Customers may purchase flat-pack furniture from them at reasonable prices, and they will have it delivered to their homes on time.
IKEA is known for being a fun brand as well.
This may be seen in their unconventional marketing strategies, particularly in their use of the marketing campaigns Lamp, Oddly IKEA films, and The Human Catalogue.
“A welcoming brand that isn’t afraid to be a touch unusual, and, of course, quirky” is how IKEA describes its personality.
15. Value, Messaging, and Tone of Voice in Netflix
Delivering entertainment and making people happy are Netflix’s core principles.
The brand succeeds in doing this through comprehending the goals and aspirations of its consumers.
With the help of customer-focused content, Netflix aims to give users greater choice by letting them create their own experiences.
“Unlimited movies, TV programmes, and more” is the Netflix tagline. The corporation uses expressions like “watch anywhere,” “cancel anytime,” “ready to watch,” etc. in its marketing.
16. Brand Positioning And Goals For Peloton
The business model of Peloton is considerably more than just selling cycles, screens, programming, and instructors. It focuses on creating communities via engaging with relevant material.
Peloton “sells happiness,” according to the chief executive officer of the business.
Being the most immersive, amusing, engaging, and inspiring home platform for exercise and well-being is the company’s positioning approach.
Personalization, content, product development, and great service are other brand considerations. All of these factors worked together to provide the company a 95% retention rate for its “Connected Fitness Subscribers” service.
Peloton transformed the solitary home riding pastime into a social platform where users can communicate in real time. This has a connection to Peloton’s brand objective, which is to encourage people to be their best selves wherever they are, at any time.
17. Positioning at Trader Joe’s
The goal of Trader Joe’s marketing strategy is to appeal to intelligent customers who are interested in unusual goods and a shift in product mix while offering them affordable, daily things.
The business offers private-label products but withholds information about their origin.
This makes it difficult for rivals to copy what they do, which is one of the reasons their clients continue to purchase their particular items.
Pipcorn: Positioning and Messaging, version 19.
Pipcorn creates enormous packages of little popcorn for retail sales and use positioning and messaging to establish a differentiator.
The company provides tasty and healthful popcorn and caters to vegan and health-conscious consumers.
Because of this, its advertisements and digital platforms often use language that emphasises terms like “all-natural,” “whole grain,” “gluten-free,” and “non-GMO.”
The corporation uses terms like “limited batches” and “responsibly sourced” when discussing how it obtains goods ethically.
18. Positioning And Brand Values Of Quorn
For clients who desire to consume less meat, Quorn offers itself as a producer of wholesome and delicious meatless meals.
The drive to consume less meat for environmental and health grounds is also supported by Quorn. The business is certain that being vegetarian would benefit the environment if more individuals do so.
There is a carbon footprint label on each of Quorn’s products that demonstrates how the firm upholds its own ideals while producing its goods.
Up To You
The aforementioned examples are not all-inclusive; there are several additional well-known businesses succeeding greatly that are not listed.
Apple, Microsoft, LinkedIn, Toms Shoes, and other well-known brands.
However, you may use the knowledge that has been shared to create and establish your own own brand strategy. When you’re starting from scratch, consider your goals, your team, your target audience, and the market’s level of competition.
After that, think of inventive methods to leave a lasting impact on customers. Sending brand surveys to your target market is another way to get more data. A customer-focused strategy may be created using the responses given by respondents.
Last but not least, refrain from replicating another brand’s plan since it won’t work as well for yours.
Instead, what you should do is draw as much inspiration as you can from popular businesses and utilise that inspiration to help you create your own plan.