7 Brand Strategy Examples: Types, Definition and Importance

By Indeed Editorial Team

Published 26 April 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.

With innovative technologies changing businesses, many companies are searching for the best way to increase brand awareness. An effective way to drive sales is to have a well-planned branding campaign. Learning how to create a successful branding campaign can help to improve brand recognition, consumer loyalty and increase market share. In this article, we discuss seven types of branding and explain how to implement one that's best for the company.

7 brand strategy examples

Reviewing different types of brand strategy examples may help you to decide which one is the best for the brand and company. Marketers may start by determining which of the options is the best fit and then they may follow through with an idea for a campaign. Here are seven types of brand strategies to consider:

1. Personal branding

This type of branding is for an individual, as opposed to branding for an entire company. It's a common type of branding for when one person is in the public focus and can include politicians, celebrities, athletes or entrepreneurs. Personal branding tells a story about the individual and how they want the general public to perceive them.

When a person is the focus, personal branding develops their public persona and expertise in a certain field. For example, an entrepreneurial doctor who's releasing a self-help guide may position themselves as a health expert. This can create public trust and a positive image, which can lead to higher sales.

2. Product branding

Product branding involves branding for a specific item or product. Although a company may produce multiple product lines, it may sell one or two highly recognisable items. An effective product branding campaign can lead to greater brand recognition and consumer interest.

For example, cosmetic companies may sell a multitude of items across their beauty line. Companies may also launch new product lines, from collaborative eyeshadow palettes to luxury bath items. Despite many new revenue streams, the company may have one high-selling product that remains in the same packaging to increase recognisability among consumers.

3. Corporate branding

Branding campaigns typically involve a highly recognisable company logo, followed by widely known and understood core values. This type of branding strategy can be best for companies that aim for customers to identify them across multiple channels.

An example of this can be some of the major computer companies that have major market share in phones and electronics. While they may be popular for specific product lines, the company may have global recognition for specific products. Regardless of the product, many consumers may recognise a branded product simply based on its appearance.

4. Service branding

Service branding relates to serving the customer. This type of campaign focuses on excellent service and meeting customer needs first. A company that aims to prioritise its customers may benefit most from this strategy. Many companies in the hospitality and food industries may utilise this approach above other marketing campaigns.

Famous hotel brands that identify as leaders in hospitality may use this type of branding. Whether a customer stays in a domestic or international hotel, they can be confident that their stay is going to be pleasant and relaxing. Customers can take advantage of generous benefits from the loyalty programme, plus enjoy first-class service upon walking through the lobby doors.

5. Co-branding

Co-branding involves collaboration between two companies or brands. This typically results in a limited-time or exclusive product that consumers can purchase on behalf of the two companies working together. These two businesses may garner equal benefits towards brand recognition or gain new customers from their partnering company.

For example, two companies may create a new product. Customers who love one company may want to try something new simply because of the brand, while the same thing may happen with the other brand. In the end, both companies achieve brand recognition while potentially bringing in new customers.

6. Online branding

Online branding focuses on the use of digital and online marketing campaigns. This can include social media sites, websites, email campaigns, online sales and hashtags. At present, many companies have some level of online presence, so they utilise online branding.

Marketers usually focus on their preferred demographic through the use of SEO optimisation and targeted advertisements. Companies may also employ a social media team to drive engagement and maintain consistent activity across multiple platforms. When a company has a strong online presence, there can be an increase in brand recognition.

7. No-brand branding

You may know no-brand branding as minimalist branding. Companies that aim for a sleek or simple packaging design may opt for this strategy. Other companies that sell product lines at a lower price margin or focus on environmentally-friendly packaging may include this into their branding.

An example includes clean beauty companies that offer basic design or recycled packaging. The company's core value may be to deliver high-quality products to its consumers without extra additives that drive up production costs. Because of their basic ingredient lists, they may align their packaging to reflect simplicity as well.

Questions to ask before selecting your brand strategy

Different companies may have varying objectives in their marketing campaigns. While some marketers may be eager to start creating the next strategy and begin the implementation process, it can be beneficial to ask questions about the company and its goals. Before a company can select their preferred brand strategy, they may want to first consider the following questions:

What is the brand identity?

Understanding your brand identity can be a helpful step towards an effective brand strategy. Asking this question can guide marketers towards the right strategy and assist with conceptualising the early stages of the campaign. Within this question, marketers can also ask:

  • What is the company's mission and core values?

  • How can this branding strategy align the company with its mission?

  • How would I describe the company? Does the branding strategy stay true to these words?

  • What does the company want to be known for?

  • How do I want products and packaging to look in a store or online?

  • Can this branding strategy make a difference for the community?

  • Can customers benefit from this branding strategy? And if so, how?

Read more: Top 15 Marketing Roles with Responsibilities (With Tips)

What are your brand objectives?

After knowing the brand's identity, begin to learn the brand objectives. You may consider the company goals and decide how a branding strategy can help to achieve them. In the example of an up-and-coming brand, their objective may be to achieve as much brand recognition within a short amount of time. The company may choose a brand strategy that focuses on its online presence.

Who is the brand's audience?

Knowing your audience is an important step to creating an effective campaign. A branding strategy may be compelling, though it may be more successful when it reaches the right consumers. Start by asking who the target audience is and what they're interested in. You can also determine their geographical location, age range, occupation or hobbies. Once you identify the target audience, you can start with finding the right marketing strategy for your brand.

Read more: What Is Market Research? Definition, Types and Examples

What industry is the brand in?

Lastly, marketers can identify their brand's industry to create a targeted campaign. In the same way, the branding strategy goal involves reaching the correct demographic, it may also include reaching the correct industry. For example, if a wholesaler makes a campaign for pre-packaged vegan food, it may perform best if advertised to health food stores or environmentally conscious businesses. Finding the right audience may be as important as the branding strategy itself.

Why do businesses use brand strategy?

Using a brand strategy can create brand recognition and increase market share for a company. Becoming highly recognisable can drive new sales and develop loyalty among existing customers. Brand recognition has the power to position a brand to strongly influence a customer when they plan to buy something.

Effective branding strategy may also reinforce the company or individual as an industry leader. It can establish core values and help identify company goals, further allowing customers to get involved with the movement. Branding may also help to identify a company's key demographic for impactful, targeted advertisements.

Related Articles

What Is Employer Branding? (With How-to Guide and Tips)

Explore more articles