Top 7 Branding Strategies
1. Attitude Branding
If your company is relying heavily on the emotional connection between you and the customer, then you might want to choose attitude branding. Every color, slogan, image, and product will be used to create a certain feeling in your target demographic.
Subaru is a good example of attitude branding. Instead of boasting about the engine or performance, the car company is instead trying to promote harmony. Their tagline “Love. It’s what makes a Subaru a Subaru” is a way to inspire people to see the good in one another. They want people who choose their product to embrace their humanity and to treat the planet with respect. The very word Subaru means united in Japanese. Its logo is a cluster of stars, further tying the message together of a literal higher purpose. If you’re looking to create a logo that’s just as meaningful, try our Free Logo Generator.
If you’re looking to sell a big objective to your customers, like the ability to change your life or to even change the world, attitude branding can instill your message in the customer.
2. Online Branding
Online branding is any marketing found online. This is about creating a digital presence that can be felt anywhere from search engines to review sites to social media to your blog. It’s rare these days to find brands that stay off of the internet entirely (even companies that don’t have a website might inadvertently find themselves on Yelp). So even if your company is a decidedly offline enterprise, we recommend having a website where people can learn the basics.
Other companies will choose to advertise exclusively online for a number of reasons. Maybe it’s because their audience is a technical bunch, or maybe they just want to cut back on the amount of paper out there. If you do online branding, you’ll need to decide how much time and money you’re willing to devote and which elements you’ll favor. For instance, maybe you choose to have a Facebook page but not an Instagram page.
3. Company Name Branding
Company name branding is a strategy that relies on company names and symbols to further improve recognition. Coca-Cola is an excellent example of company name branding. Despite being one of the most famous companies in the world, the company spends about $4 billion every year to advertise their products across the globe.
If you want to go the company name route, you’re going to need to invest heavily in everything from packaging to slogans to logos. You’ll need to really think about the story of your company and what you want to say about it. This is the best way to engage with customers when you want your company to be a household name, even when they’re still at the beginning stages of getting familiar with your brand.
4. Individual Branding
Individual branding means that you’ll give each product its own brand name rather than labeling everything with the company name. Procter & Gamble may be the parent company but Pampers, Tide, Charmin, and Bounty are the individual brands. With individual branding, you’ll usually need a separate marketing strategy for each product. Even though they’re all household goods, the target demographic for Charmin will be different than that of Pampers.
If you’re planning to make a variety of products and you want each one to stand on their own, this is probably a good (if not more involved) strategy for you. Just remember that it will be laborious, especially at first. Introducing a new company can be difficult enough, let alone introducing multiple brands under a new company.
What’s more likely to happen is that you’ll start with one core product and then branch out as you adjust to individual market needs. Keep this branding strategy in mind if you’re planning to grow.
5. Brand Extension Branding
This form of branding is a variation on individual branding. It’s a way to keep your core brand but still expand to new products. You can look to Starbucks for a good example of brand extension. When the company branched out to make energy drinks, it kept everything under the same company name umbrella.
So marketers might use a different strategy to sell a can of espresso in a convenience store than they would to sell a pumpkin spice latte, but the idea is that they’re relying on the strength of the company rather than creating a new brand. If you did decide to branch out into a different line, you’ll need to decide if you’d rather do individual brand or brand extensions. If you need help coming up with a business name, try our Business Name Generator tool.
6. Private-Label Branding
Private-label branding is sometimes known as off-brand to the customer. It’s essentially a way to advertise to someone that you’re offering a similar product as a name-brand but at a lower price.
Kirkland is a good example of private-label branding. Typically found at Costco, it’s a lower-priced brand that the customer can buy if they’re looking to save a few bucks. The branding strategy here is to rely on consistent exposure to shoppers. The company name, logo, and price point serve as the branding, as opposed to TV campaigns or billboards.
Private-label branding has become remarkably effective, especially as the quality of off-brand products has generally risen in the recent past. If you’re not necessarily planning on competing with the big names in your industry, this could be a good strategy for you.
7. No-Brand Branding
There’s really no such thing as having no brand, but you can get close by being as minimalist as possible. For example, m/f people is a company that makes handy, gender-neutral products, but its branding is as simple as you can get. No colors, simple text, or capitalization; their website treats branding like it’s a clean white slate. If you’re a company that wants to send a message that you’re as far from corporate America as you can get, this could be the right one for you.
Why is it Important to Have a Branding Strategy?
Branding strategies give context behind all of your current and future marketing. For example, if you were going to choose no-brand branding, then you might not want a social media page to promote your products. If you chose to go the opposite approach with company-name branding, you might be on every social media channel with your name featured over and over again from top to bottom.
If you’re planning to debut your company with an expansive line, a branding strategy helps you decide whether you want to create new lines with individual branding or market them as an extension of your company name. It’s all about deciding which strategy best fits the core values of your brand. Once you have a brand and brand strategy attached to your company, learn more about How to Trademark Your Brand.
The consumer has become much more interested in what brands stand for. If you’re trying to Form an LLC, there’s a lot to learn to understand how you’re coming across to your target demographic. Whether you’re looking for marketing tips or a guide on How to Register your Business Name, we have a number of resources that can help.