10 Top Brand Strategy Examples: How to Use Them

By Stephen Houraghan

Introduction

In this video, Stephen Houraghan discusses the importance of brand strategy and how it can be used to connect with a target audience, influence their decisions, and gain market share. He emphasizes the importance of understanding the key brand strategy elements used by successful brands and brand strategists.

What is Brand Strategy?

Houraghan provides a definition of brand strategy as a long-term plan to outmaneuver competitors through radical differentiation. He emphasizes the importance of defining a brand’s approach to targeting, differentiation, and influencing perceptions and decisions.

Brand Strategy Elements

Houraghan then goes on to discuss the key brand strategy elements that are commonly used across successful brands, including purpose, vision, mission, values, positioning, personality, voice and tone, brand story, heritage, and tagline.

Brand Strategy Examples

1. Brand Purpose: Tom’s shoes

   Houraghan highlights Tom’s shoes as an example of a purpose-driven brand with a strong brand purpose statement and a commitment to giving back to children in need.

2. Brand Vision: Tesla

   Tesla’s brand vision statement is discussed as an example of a clear navigational direction for the brand, emphasizing sustainability and innovation.

3. Brand Mission: Patagonia

   Patagonia’s brand mission to build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis is highlighted as a commitment that drives the brand’s decisions and actions.

4. Brand Values: Ikea

   Ikea’s core brand values, including togetherness, caring for people and the planet, cause consciousness, simplicity, renew and improve, different with a meaning, and give and take responsibly, are discussed as actionable values that guide the brand’s behavior.

5. Brand Positioning: Apple

   Houraghan emphasizes Apple’s brand positioning strategy, focusing on simplicity, innovation, and premium pricing that sets the brand apart from its competitors.

6. Brand Personality: Harley-Davidson

   Harley-Davidson’s rebellious brand personality, including a rugged brand identity, gritty language, and non-conformist attitude, is highlighted as a key element that resonates with its target audience.

7. Brand Voice and Tone: Old Spice

   Old Spice’s fresh, tongue-in-cheek, and satirical brand voice and tone is discussed as a way to connect with a younger demographic and drive brand success.

8. Brand Story: Airbnb

   Airbnb’s use of brand storytelling to engage its audience and create a sense of belonging and community is highlighted as a powerful brand strategy element.

9. Brand Heritage: Hermes

   Hermes’ brand heritage, dating back to 1837, is discussed as an example of a brand strategy that creates associations of tradition and longevity.

10. Brand Tagline: Nike

    The iconic tagline “Just Do It” is discussed as an example of a powerful brand message distilled into its purest and most concise form, solidifying Nike’s position in the minds of the audience.

Conclusion

Houraghan concludes the video by emphasizing the importance of a cohesive brand strategy and understanding the target audience to influence their decisions effectively.

For more in-depth insights into brand strategy and its elements, Houraghan invites viewers to explore further resources on BrandMasterAcademy.com.

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