More than 80% of consumers say they need to trust a brand before making a purchase. 

Your brand is more than just your logo, slogan, or name. From your offering to your messaging, each element contributes to the public perception of your brand, which is arguably the most important factor of all. 

The way you present your brand can influence public perception, allowing you to become exactly who you want to be while also shaping how you want to be perceived. The key is a detailed brand strategy. 

In this article, we’ll look at the various types of branding strategies, share examples from top brands, and discuss how to choose the best brand strategy for your company. 

Six types of branding strategies.

1. Corporate Branding Strategy 

Instead of marketing your brand as separate identities, corporate branding is the persona you create for your entire company. It’s how you present your company to customers and even your own employees. This includes everything from the celebrities you work with to the charities you support and your public stance on current events. 

Example:

Apple is an excellent example of a well-known corporate brand. 

On the surface, Apple sells the same smart devices as its competitors: smartphones, laptops, iPads, televisions, and watches. 

What sets them apart from the competition, aside from a focus on high quality and cutting-edge technology? 

Emotion is at the heart of their branding strategy. 

It’s all about how Apple products make you feel and your desire to be a part of a cool, friendly, and inclusive community as a consumer. 

2. Personal Branding Strategy 

Personal branding is used to influence public perception and thus professional reputation. Contrary to popular belief personal branding isn’t just for celebrities. It can be beneficial for who develops a personal identity. 

This strategy is used by many influencers to increase their visibility, gain followers, and shape their reputation in the hopes of landing endorsement deals — and it works. In fact, 50 percent of millennials say they rely on influencers for branding advice. 

Example:

When you think of Elon Musk, you probably think of Tesla. Elon Musk, on the other hand, has created his own brand, which revolves solely around his name. 

Beyond founding Tesla, the next generation of automobiles, Musk’s fascinating ideas and often divisive choices have earned him a reputation as a genius — someone to admire and aspire to be like. 

3. Product Branding Strategy 

Product branding is when you build your brand around a single product, whether it’s your only one, a new one, or a best-seller.  

Example:

Apple uses product branding to promote the iPhone, which accounts for half of the company’s revenue. 

4. Service Branding Strategy 

The focus of service branding is on what you have to offer as a company. What are the advantages of your services to your target audience? 

Service branding distinguishes your business from competitors by emphasizing a one-of-a-kind customer experience that only you can provide. 

Example:

Geico, one of the most well-known auto-insurance companies in the United States, claims that “15 minutes or less can save you 15% or more on car insurance.” While time-based promises are notoriously difficult to keep, they are committed to maintaining their image and, more importantly, keeping their customers satisfied. 

5. Geographic and Cultural Branding Strategy 

Geographic branding is based on the products that are only available in a specific area. Companies in the tourism and airline industries frequently use cultural branding. When you think of Japan, you may imagine its famous hot springs, or Mount Fuji. The Eiffel Tower, colourful macarons, and quaint sidewalk cafés may come to mind when thinking of Paris. 

Example:

Starbucks’ “Been There Series” collection. You can only purchase a Starbucks mug with the Statue of Liberty design on it in New York. 

6. Retail Branding Strategy 

Retail branding is a strategy that focuses on your company’s concept and applies it to a physical location. When a customer enters your store, the physical appearance and atmosphere should match your brand. 

To create an experience for your customer, factors such as your store’s layout, décor, light fixtures, and even background music should be carefully selected. 

Example:

Have you ever heard about “Target Effect”? It occurs when you enter a store with a short shopping list in your hand, but when you leave, you realize you bought far more than you intended. The layout of the store is the mastermind behind this effect. 

Final Thoughts

A branding strategy can help you stand out from the crowd, reach and connect with your target audience, and put your unique value proposition front and center to start building a reputation for your brand. 

Strategies, on the other hand, are rarely, if ever, one-size-fits-all. The strategy that will work best for your brand is determined by its core values, purpose, vision, target audience, and offering. 

At Klik Digital, we create brand strategies preciously tailored to your business needs. Contact us for more details.