Branding Like A Boss (10 Best Brand Strategy Examples)

Brand Master Academy
4 Jan 202221:59

Summary

TLDRCe script vidéo de BrandMasterAcademy.com présente 10 exemples de stratégie de marque, expliquant les éléments clés qui les structurent et comment les meilleures marques et leurs agences stratégiques les utilisent pour se connecter à leur audience, influencer leurs décisions et gagner des parts de marché. Des études montrent que les marques à but lucratif, comme Toms Shoes, Tesla, Patagonia, IKEA, Apple, Harley-Davidson, Old Spice, Airbnb, Hermès et Nike, utilisent des stratégies de marque bien définies pour créer une perception et une position uniques sur le marché, renforçant ainsi leur succès et leur fidélisation à long terme.

Takeaways

  • 🎯 La stratégie de marque est un plan à long terme pour outmanoeuvrer la concurrence en se différenciant radicalement.
  • 🛠️ Les éléments clés de la stratégie de marque incluent la finalité, la vision, la mission, les valeurs, la positionnement, la personnalité, la voix et le ton, l'histoire de marque, l'héritage et le slogan.
  • 👟 La finalité de la marque, comme illustrée par Toms, est cruciale pour établir une connexion émotionnelle avec l'audience et inspirer l'engagement des employés.
  • 🚗 Tesla montre comment une vision de marque claire peut orienter les décisions et les actions de l'entreprise vers un objectif à long terme.
  • 🏞️ La mission d'une marque, comme Patagonia, définit ses engagements actuels et guide ses actions pour atteindre sa vision future.
  • 💡 Les valeurs de marque d'IKEA établissent des limites de comportement et forment une partie intégrante de la culture de marque, alignant les actions internes et externes.
  • 🍏 Apple démontre l'importance du positionnement de marque pour créer une place distinctive dans l'esprit des consommateurs et établir un leadership dans un secteur.
  • 🏍 Harley-Davidson utilise sa personnalité de marque pour créer une connexion avec son audience cible et se différencier par son esprit rebelle.
  • 🎭 L'histoire de marque d'Old Spice a transformé son image en utilisant un ton de communication frais et humoristique pour se connecter avec un nouveau marché.
  • 🏠 Airbnb utilise l'art du récit pour créer une communauté et permettre à ses hôtes et clients de partager leurs histoires, renforçant l'engagement et la fidélisation.
  • 👑 L'héritage de marque d'Hermès crée des associations de tradition et de durabilité, suggérant que la marque est de confiance et éprouvée.
  • 🏅 Le slogan de marque de Nike est un exemple de message mémorable et concis qui a réussi à solidifier sa position dans l'esprit des consommateurs.

Q & A

  • Qu'est-ce que la stratégie de marque et pourquoi est-elle importante ?

    -La stratégie de marque est la définition de l'approche d'une marque en ce qui concerne ses cibles, sa différenciation et son influence sur les perceptions et les décisions. Elle est importante car elle permet de façonner la perception d'une entreprise sur le marché et de la rendre plus attrayante par rapport à ses concurrents.

  • Quels sont les éléments clés de la stratégie de marque mentionnés dans le script ?

    -Les éléments clés de la stratégie de marque mentionnés sont la finalité, la vision, la mission, les valeurs, la positionnement, la personnalité, la voix et le ton, l'histoire de marque, le patrimoine et le slogan.

  • Comment la stratégie de marque de Toms Shoes se traduit-elle par une action concrète ?

    -La stratégie de marque de Toms Shoes est incarnée par leur programme 'Un pour un', où pour chaque paire de chaussures vendue, une autre paire est offerte à un enfant dans le besoin.

  • En quoi la vision de marque de Tesla influence-t-elle ses décisions et actions ?

    -La vision de marque de Tesla, qui vise à accélérer la transition du monde vers une énergie durable, guide toutes les décisions et actions de l'entreprise, y compris son expansion dans le secteur de l'énergie solaire.

  • Quelle est la mission de marque de Patagonia et comment elle influence-t-elle la marque ?

    -La mission de marque de Patagonia est de construire les meilleurs produits sans causer de préjudice inutile et d'utiliser l'entreprise pour inspirer et mettre en œuvre des solutions à la crise environnementale. Cette mission a façonné les processus commerciaux et les campagnes marketing de Patagonia pour s'aligner sur leur engagement à long terme.

  • Quels sont les valeurs de marque d'IKEA et comment elles sont-elles mises en œuvre ?

    -Les valeurs de marque d'IKEA incluent la solidarité, le soin des personnes et de la planète, la conscience environnementale, la simplicité, le renouvellement et l'amélioration, et la responsabilité. Elles sont mises en œuvre en guidant les décisions internes et les actions de l'entreprise, ainsi que dans la communication avec les clients.

  • Quelle est la positionnement de marque d'Apple et comment il est-il perçu par le public ?

    -La positionnement de marque d'Apple met en avant la simplicité et l'innovation. Apple est perçu comme le leader technologique qui met l'accent sur la recherche et l'avancement pour offrir une expérience innovante et fluide à ses clients.

  • Comment la personnalité de marque de Harley-Davidson se manifeste-t-elle ?

    -La personnalité de marque de Harley-Davidson se manifeste par une identité de marque robuste, un langage grossier, un ton de voix rude, un attitude non conformiste et un comportement disruptif, reflétant l'esprit rebelle de sa clientèle cible.

  • Quelle est la voix et le ton de marque d'Old Spice et comment ils ont-ils aidé la marque à se reconnecter avec un nouveau marché ?

    -La voix et le ton de marque d'Old Spice sont caractérisés par un humour de l'esprit, de la satire et de l'audace, ce qui a aidé la marque à se reconnecter avec un public plus jeune et à devenir la première marque dans la catégorie de la lessive corporelle pour hommes en seulement 18 mois.

  • Comment Airbnb utilise-t-elle la stratégie d'histoire de marque pour créer une communauté ?

    -Airbnb utilise la stratégie d'histoire de marque en créant une plateforme qui encourage les hôtes et les clients à partager leurs histoires, ce qui favorise la formation d'une communauté autour de l'idée d'appartenance et de partage d'expériences positives.

  • Quelle est l'importance du patrimoine de marque pour Hermes et comment cela se reflète-t-il dans sa stratégie ?

    -Le patrimoine de marque d'Hermes, qui remonte à 1837, est une partie essentielle de sa stratégie. Il crée des associations de tradition et de longévité, suggérant que la marque a résisté au temps pour une raison et est synonyme de qualité et de fiabilité.

  • Comment la tagline de Nike 'Just Do It' a-t-elle évolué pour devenir un élément clé de sa stratégie de marque ?

    -La tagline 'Just Do It' de Nike est née d'une campagne marketing en 1987 et a rapidement resonné avec la communauté athlétique, son public cible. Elle est devenue la tagline de la marque, reflétant non seulement sa positionnement mais aussi devenant une哲学 de vie pour la marque et ses clients.

Outlines

00:00

📈 Introduction to Brand Strategy

The paragraph introduces the concept of brand strategy and emphasizes its importance in connecting with the audience, influencing decisions, and gaining market share. It mentions the BrandMasterAcademy.com as a resource for learning brand strategy and highlights the value of studying the best brands and their strategies. The paragraph also introduces the pro brand strategy blueprint as a free resource for viewers. The discussion begins with a definition of brand strategy, emphasizing its role in shaping market perceptions and differentiating a brand from its competitors. It mentions an interview with Marty Neumeier, a renowned branding author, to provide an expert perspective on brand strategy.

05:01

🌟 Key Elements of Brand Strategy

This paragraph delves into the key elements of brand strategy, which include purpose, vision, mission, values, positioning, personality, voice and tone, brand story, heritage, and tagline. It explains that these elements can lead a brand's overall strategy or work together as part of a larger strategic framework. The paragraph emphasizes the importance of understanding these elements to develop effective brand strategies. It uses Tom's Shoes as an example of a brand driven by purpose, highlighting its impact on consumer buying behavior and the strength of purpose in building brand loyalty.

10:02

🚀 Brand Vision and Mission

The paragraph discusses the roles of brand vision and mission within the larger brand strategy framework. It defines brand vision as the long-term direction and aspirations of the brand, using Tesla as an example to illustrate how a clear vision can guide brand decisions and actions. The brand mission, on the other hand, defines the brand's current commitments and is exemplified by Patagonia's dedication to environmental protection. The paragraph emphasizes the importance of aligning brand actions with its mission and vision for a successful brand strategy.

15:06

💡 Values, Positioning, and Personality

This section focuses on three critical aspects of brand strategy: values, positioning, and personality. It explains that brand values provide behavioral boundaries and contribute to the brand's internal culture, using IKEA's values as an example to show how values can guide brand actions and decisions. Brand positioning is discussed as a crucial element to differentiate the brand from competitors, with Apple's emphasis on simplicity and innovation as a case study. Lastly, the brand personality is illustrated through Harley-Davidson's rebellious spirit, showing how a brand's communication style can resonate with its target audience.

20:10

🎨 Voice, Storytelling, Heritage, and Tagline

The paragraph covers the final elements of brand strategy: voice and tone, brand story, heritage, and tagline. Brand voice and tone are described as extensions of the brand personality, with Old Spice's humorous and youthful communication as an example. Brand storytelling is highlighted as an engaging technique, with Airbnb's community-focused narrative as a successful model. Brand heritage is exemplified by Hermès, showcasing how a brand's history can create a sense of tradition and longevity. Finally, the power of a tagline is discussed, using Nike's iconic 'Just Do It' as an illustration of an effective and memorable tagline that has become synonymous with the brand.

📚 Conclusion and Further Learning

The concluding paragraph summarizes the importance of a comprehensive brand strategy that integrates all the discussed elements. It stresses the necessity of having a clearly defined brand position and using the various strategy components to focus and refine that strategy. The paragraph encourages viewers to understand their audience's needs and desires to effectively influence their decisions. It ends by inviting viewers to learn more about brand strategy through the video and looking forward to the next video in the series.

Mindmap

Keywords

💡stratégie de marque

La stratégie de marque est un plan à long terme visant à outrepasser les concurrents grâce à une différenciation radicale. Elle définit l'approche d'une marque en ce qui concerne sa cible, sa différenciation et son influence sur les perceptions et les décisions. Dans le vidéo, cette notion est essentielle pour comprendre comment les meilleures marques et agences stratégiques utilisent la stratégie pour se connecter avec leur audience, influencer leurs décisions et gagner des parts de marché.

💡finalité de la marque

La finalité de la marque est la raison pour laquelle une marque existe au-delà de la simple génération de revenus. C'est un élément clé de la stratégie de marque qui peut inspirer les employés, attirer des clients dévoués et faire la différence dans le marché. Une marque à but social clair se positionne comme une option plus attrayante auprès des consommateurs.

💡vision de la marque

La vision de la marque établit la direction stratégique de la marque et indique l'endroit où la marque souhaite aller à l'avenir. Elle est un guide interne pour les décisions et les actions de la marque, reflétant son aspiration et ses objectifs à long terme.

💡mission de la marque

La mission de la marque définit les engagements actuels de la marque et précise les objectifs qu'elle s'est fixés pour atteindre sa vision. Elle est documentée dans une déclaration de mission et fournit une clarté pour les dirigeants et les employés sur les engagements constants qu'ils doivent honorer pour réaliser cette vision.

💡valeurs de la marque

Les valeurs de la marque décrivent ce qui est important pour la marque dans la manière dont elle fait affaire. Elles fournissent une limite de comportement pour la marque, assurant qu'elle opère selon une certaine philosophie de conduite. Les valeurs de marque forment une partie intégrante de la culture de marque et sont essentielles pour aligner la marque en interne de manière à ce que tout le monde travaille dans la même direction.

💡positionnement de la marque

Le positionnement de la marque est l'élément clé et souvent le plus difficile de la stratégie de marque. Il vise à spécifier un point de différenciation unique qui permet à la marque de se distinguer de ses concurrents. Un positionnement efficace permet à la marque d'obtenir une place distinctive dans l'esprit du public, montrant pourquoi elle est plus pertinente que ses concurrents pour un groupe ou un segment de marché spécifique.

💡personnalité de la marque

La personnalité de la marque est un élément puissant de la stratégie de marque qui vise à donner à la marque un aspect humain, plutôt que de ressembler à une entité corporative. La personnalité de la marque est importante car elle aide à établir une connexion avec les clients en utilisant des traits de personnalité qui résonnent avec eux.

💡voix et ton de la marque

La voix et le ton de la marque sont une extension de la personnalité de la marque. Ils définissent l'ambiance et fournissent un guide sur la manière dont la marque doit sonner pour l'audience ou résonner sur le marché. La voix de la marque fournit les nuances de la tonalité, tandis que la personnalité de la marque définit les grandes lignes de l'apparence de la marque.

💡histoire de marque

L'histoire de marque est un ensemble de techniques narratives utilisées pour engager l'audience de manière captivante. L'objectif du storytelling est de créer des associations et de délivrer des messages à l'audience de manière pertinente et engageante. Les histoires engagent une partie primitive du cerveau qui contourne la barrière de la pensée analytique, ce qui rend les histoires plus mémorables et attrayantes.

💡patrimoine de la marque

Le patrimoine de la marque est une stratégie qui crée des associations de tradition et de longévité, suggérant que la marque a été éprouvée avec le temps et pour une raison. Les marques à historique riche peuvent utiliser ce patrimoine pour se différencier et se positionner de manière unique dans l'esprit de l'audience.

💡slogan de la marque

Le slogan de la marque est le message de la marque distillé en sa forme la plus pure et concise. Il vise à peindre un sens mémorable dans l'esprit du public, pouvant se développer en la position que la marque souhaite occuper. Contrairement aux slogans qui sont souvent liés à une campagne marketing, un slogan devient un élément clé de la marque lorsqu'il est largement reconnu et associé à la marque.

Highlights

The importance of brand strategy in connecting with the audience and gaining market share.

The definition of brand strategy as a long-term plan for outmaneuvering competitors through radical differentiation.

The role of brand purpose in driving a brand's strategy, as exemplified by Tom's Shoes.

The significance of brand vision in setting the direction for the brand's future, as seen with Tesla.

How brand mission, as illustrated by Patagonia, defines the brand's commitments today.

The impact of brand values on shaping the brand's culture and operations, with IKEA as a prime example.

The critical role of brand positioning in distinguishing the brand from competitors, as demonstrated by Apple.

The power of brand personality in humanizing the brand, with Harley-Davidson's distinct personality as a case study.

The extension of brand personality through brand voice and tone, with Old Spice's transformation as an example.

The use of brand storytelling to engage the audience on a deeper level, as practiced by Airbnb.

The leverage of brand heritage to evoke tradition and longevity, as seen in the strategy of Hermes.

The effectiveness of a brand tagline in crystallizing the brand's message, with Nike's 'Just Do It' as the iconic example.

The necessity of aligning all brand strategy elements to create a cohesive system for brand success.

The importance of understanding the audience and their desires to effectively influence their decisions.

The potential for brand strategy to inspire employees and attract loyal customers who resonate with the brand's beliefs.

Transcripts

play00:00

what's up brand builders Stephen Houraghan  here at BrandMasterAcademy.com and in this  

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video you're going to learn 10 top brand strategy  examples the elements they use and how they use  

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them so you can understand how the best brands and  their strategic agencies use strategy to connect  

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with their audience influence their decisions and  gain market share now if you're new to the channel  

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and you want to build brands that go beyond the  visuals using strategy psychology and creative  

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thinking then you're in the right place hit  that subscribe button and the notification bell  

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if you want to fast track your results make sure  you grab the pro brand strategy blueprint it's a  

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free download and the link is in the description  now when it comes to learning brand strategy one  

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of the best and most effective ways to learn is to  look at the best now i'm not saying that you look  

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at the best and do what they do no but when you  look at the best and understand what they're doing  

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why they're doing it and the elements they're  using to do it you can then take inspiration for  

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how you might develop your own strategy or your  clients but let's start first at the beginning  

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with what brand strategy is before we dive deeper  into brand strategy examples now look you've  

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probably heard many brand strategy definitions  before because there are no shortage of them out  

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there and i recently spoke with well-renowned  branding author and master strategist mr Marty  

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Neumeier on the brownmaster podcast and i asked  him what his definition of brand's strategy was  

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and here's what he had to say brand strategy  is a long-term plan to outmaneuver competitors  

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through radical differentiation now to get into  the weeds of brand strategy a little bit more  

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here's my brand strategy definition brand  strategy is the definition of a brand's approach  

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to who they target how they differentiate and  how they influence perceptions and decisions  

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now when all is said and done branding is about  shaping the perceptions of a given business in  

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the market as the more appealing option compared  to its competitors now although no two brands  

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are the same there are a series of key brand  strategy elements that are most commonly used  

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across the most successful brands and brand  strategists in the world these key components  

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are used consistently as the critical aspects of  the overall brand strategies we've got purpose  

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vision mission values positioning personality  voice and tone brand story heritage and tagline  

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now each of these key brand strategy elements can  spearhead a brand's overall strategy or work as  

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part of a team of strategic components now i'm  about to break down each one of these essential  

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brand strategy elements and provide you with the  best examples of each the following sections will  

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provide you with an understanding of how these  elements work and inspiration to create a strategy  

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of your own for your own brand or for your clients  so let's start at the top with brand purpose now  

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the first brand strategy example is tom's shoes  with their brand purpose now the brand purpose  

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or the purpose of the brand is why the brand  exists beyond money now of course every business  

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exists to make money though most brands do serve  a purpose beyond money whether they define that  

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purpose or not brands that take the time to define  the reason for being tend to be more dialed in  

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to the audience that they serve now though many  dismiss brand purpose as a legitimate strategy the  

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figures don't lie in a strength of purpose study  of 8 000 global consumers by new york based zeno  

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group the results were absolutely clear consumers  are four to six times more likely to buy from  

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trust champion and defend companies with a strong  purpose now tom shoes is an absolutely excellent  

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example of a purpose-driven brand that has used  their purpose as their driving strategy using the  

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following brand purpose statement we believe in a  future where all people have the chance to thrive  

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the tom's brand was created when founder blake  mikowski traveled through argentina in 2006  

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and he experienced the hardships faced by children  without shoes now his experience inspired him to  

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create a brand with giving at its core so for  every pair of shoes the company sold a new pair  

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would be given to a child in need now this was the  purpose the tom's brand was born from which still  

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drives the business today and the brand is now  investing one-third of all profits into grassroots  

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efforts the 2021 purpose power index ranks toms  as number two of the top 20 most purposeful brands  

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in the world so brand purpose is a legitimate  brand strategy example just like it has at times  

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it can drive decisions inspire employees and  attract dedicated loyal customers who believe  

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what the brand believes brands that want to make  emotional connections need to look no further than  

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a genuine and a passionate purpose shared with  their audience brand strategy example number two  

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is tesla's brand vision now the brand vision sets  in place the navigational direction for the brand  

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it plants a flag in the ground as to where the  brand wants to go which ultimately influences  

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decisions and actions to guide the brand to its  intended destination the brand vision therefore  

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is defined as where the brand wants to go and  what it aspires to be now a brand vision is not  

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a piece of marketing designed to attract customers  but an internal guide post expressed in the brand  

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vision statement brands that are actually  in tune with the vision of the future brand  

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can breathe a sense of believability throughout  the brand's personnel that they're part of  

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something bigger than themselves now tesla  is a brand with a big vision inspired by 2021  

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person of the year mr elon musk himself now tesla  had become a world leading brand and a benchmark  

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in the electric car market but tesla's ambitions  they go way beyond the automobile industry and  

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into the realm of sustainability the revamp of  tesla's brand vision statement which is also  

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used as their mission statement is to accelerate  the world's transition to sustainable energy now  

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tesla don't use their vision statement as  a nice to have or a piece of marketing they  

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use it to drive decisions and actions as the  brand expands into the solar energy category  

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so when creating your vision statement define  what you want your future brand to look like and  

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use that vision as a guiding compass to get there  brand strategy example number three is patagonia  

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with their brand mission now while the brand  vision outlines the aspirations of the brand for  

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the future the brand mission defines the brand's  commitments today the goal of the brand mission  

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is to define that commitment so the brand mission  is documented in a brown mission statement which  

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like the vision statement is an internal document  the mission provides clarity for the brand leaders  

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and the personnel about the consistent commitments  that it must deliver on to achieve that vision for  

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the future when a brand is clear on its commitment  it shows up in its actions and forms part of that  

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brand's reputation for example patagonia is a  well-established lifestyle brand that produces  

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outdoor camping and climbing apparel now it was  founded by climber and brand leader von chinaard  

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in 1973 so the brand has very strong roots in  protecting the environment the patagonia brand  

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mission is outlined in the brown mission statement  and that is to build the best product cause no  

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unnecessary harm and use business to inspire  and implement solutions to the environmental  

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crisis now this mission has been the driver  behind shaping patagonia's business processes  

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and marketing to align with their commitment over  the long term today many brands have jumped on the  

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sustainability bandwagon without really having too  much to show for it patagonia on the other hand  

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is an example of how the brand mission can not  only form an important part of the brand strategy  

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but it can be the driver behind that strategy's  success when defining your brand mission or  

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your client's brand mission make sure you dig  deep and find a commitment that will really  

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drive those decisions brand strategy example  number four is ikea with their brand values  

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now brand values outline what's important  to the brand in the way they do business  

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the goal of brand values are to provide a boundary  of behavior for the brand so it operates according  

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to a certain philosophy of conduct brand  values form an integral part of brand culture  

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which is the manner of how the brand functions  internally and brands that are happy on the inside  

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tend to be happy on the outside and this isn't  just an assumption both on a revenue and a stock  

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price performance brands that consistently show up  in the top 100 best companies to work for they see  

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higher than average results every time brand  values play a critical role in aligning the  

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brand internally so everybody is pushing in  the same direction but there is a caveat here  

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values for the sake of values are absolutely  useless brand values must be actionable and  

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they must show how the brand engages both  internally and externally and they must  

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guide those actions and those decisions now ikea  is an example of a brand that is clear on their  

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values and how to use those values as part of  their broader strategy and here's how they see it  

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we have a strong set of values they are compass  that guides us in everything we do our culture is  

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formed when we put these values into action they  then go on to say we are constantly trying to find  

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better ways to get things done and to bring out  the best in ourselves and others so here are the  

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core brand values for ikea togetherness caring  for people and the planet cause consciousness  

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simplicity renew and improve different with  a meaning give and take responsibly lead by  

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example so as you can see ikea's values are unique  to them they're clear and they're actionable and  

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they can be used to guide decisions to guide  actions communication and engagement as well  

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so when defining your core values for your own  brand or for your clients start with single words  

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and make sure that they're important to you in the  way that you do business or the way your client  

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does business and then make them unique to  that business and that brand and make them  

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actionable as well brand strategy example number  five is apple with their brand positioning now  

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brand positioning is arguably the most important  and most difficult aspect of brand strategy and  

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the most difficult element of brand strategy to  define and develop the goal of brand positioning  

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is to specify a unique point of difference or a  differentiator that sets the brand apart from its  

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competitors now an effective brand position will  earn the brand a distinctive place in the mind  

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of the audience as to why they're more relevant  than their competitors and that's the idea anyway  

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that this brand is going to be more relevant  than their competitors to this specific group  

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or this specific market segment consumers are  bombarded with choices every day in every category  

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and brands must fight for that awareness they  must fight for that attention and that salience  

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the winners are remembered and they're chosen in  the buying decision and the positioning strategy  

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plays a big role in influencing that decision  now without a shadow of a doubt apple is one of  

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the best examples in the world of a strong brand  positioning strategy when you think of apple you  

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think of simplicity and innovation now there are  hundreds of technology brands in the world but  

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none deliver that innovation and that simplistic  brand experience quite like apple does  

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and that focus on advancement and that  simplistic brand experience has allowed apple  

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to establish the leading position with premium  pricing that competitors simply can compete with  

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here's the apple brand positioning statement  for individuals who want the best personal  

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device apple is the technology leader that  emphasizes research advancement and innovation  

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to give our customers an innovative and seamless  experience we consider the impact of our products  

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and processes have on our customers and the  planners now of course that doesn't exactly  

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roll off the tongue but the brand positioning  statement is not designed as a piece of marketing  

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but an internal document to shape everything  about the brand from the experience to marketing  

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and everywhere in between when defining your brand  position uncover what's important to your audience  

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and how you'll give them what they  want with an experience that's unique  

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to your brand brand strategy example number six  is harley davidson with their brand personality  

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now brand personality is one of the most potent  but still underutilized elements of brand strategy  

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now the goal of the brand personality is to  make your brand sound and feel like a real  

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human rather than feeling like a corporate  entity and what a brand says is critical of  

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course what they say is critical but the way they  say it that's becoming increasingly important and  

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a really important aspect of the overall brand  communication strategy now as people whether  

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or not we connect with other people is largely  due to whether or not our personalities align  

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we tend to feel more connected to those who  display the same characteristics and traits  

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as we do because our reptilian brain signals that  familiarity equals safety brands therefore need to  

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show up with relevant human traits to get the  approval from their customers reptilian brain  

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harley-davidson is a perfect example of a brand  with personality throughout the brand experience  

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from the copy on their website to the image  style to their marketing and their advertisements  

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harley's communication is laced with personality  harley's target audience are rebels at heart and  

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they use that rebellious spirit throughout  the experience which includes a rugged brand  

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identity gritty language a rough tone of voice  non-conformist attitude and disruptive behavior  

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harley loves to go against the grain of everyday  society and in doing so they endear themselves  

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to the inner rebel of their audience when  defining a personality for your brand  

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take the time to first understand your audience  and the traits they're attracted to and use those  

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traits to connect and resonate and embed them  into your communication strategy brand strategy  

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example number seven is old spice with their brand  voice and tone now brand voice and tone is really  

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an extension of the brand personality the goal  of the brand voice and tone is to set the mood  

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and provide a guide for how the brand will sound  to the audience or sound in the marketplace  

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now while your brand personality really provides  the broader strokes of how your brand will show  

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up your brand voice provides the subtle detail of  your brand's tonality your personality and tone  

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they work hand in hand to deliver your message  in a specific manner to attract your audience  

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old spice is an excellent example of how a brand  can use a fresh tone and style of communication  

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to connect with new markets now before their  repositioning at the turn of the century  

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allspice was seen as this boring old man's brand  but with a refreshed personality and a ton of  

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voice laced with tongue-in-cheek humor satire  and swagger all spice became a household favorite  

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among that younger demographic also is actually  became the number one brand in the men's body  

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wash category within 18 months of adjusting  their brand strategy and their tone of voice  

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so when you're developing your brand's tone  of voice start first with a well-defined  

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personality and then use your personality traits  to shape the way you want your brand to sound  

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and the characteristics in the tone brand strategy  example number eight is airbnb with brand story  

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now brand story or brand storytelling strategy  is a framework of narrative techniques used to  

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engage the audience in a highly engaging way now  the goal of storytelling is to create associations  

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and deliver messages to the audience in a way  that feels really relevant and feels engaging  

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traditional marketing techniques that push  products and services have an extremely  

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high dismissal rate because consumers are  simply bombarded with those types of messages  

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stories on the other hand engage a primitive  part of the brain that cuts through that barrier  

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of analytical thinking and when we hear a story it  draws our attention and opens up a story loop that  

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needs to be closed in other words when we hear a  story we instinctively need to know what happens  

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next the more relevant the story is to the journey  of the audience and the journey that they're on  

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and the challenges that they have the more clearly  they'll see themselves in that story brands that  

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are able to weave their message into a story about  their audience plants a seed in that audience's  

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mind that's received fondly and remembered easily  now airbnb is an example of a brand that has a  

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brand storytelling down to an art airbnb's mission  is to help us imagine a world where we can belong  

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anywhere now to forge this mission into reality  they focus their efforts on building a community  

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and they've created a platform for that community  to share their stories from hosts to guests  

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airbnb have fostered a community of storytellers  and loyalists marketing the brand through their  

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own positive experiences when defining a brand  storytelling framework for your brand step into  

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the shoes of your audience and immerse yourself  in their journey tell the story of the journey  

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of your audience and weave your brand in as the  support to help them get to their destination  

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brand strategy example number nine  is hermes with their brand heritage  

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now brand heritage is a brand strategy that  tends to be reserved for brands with history  

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now the goal of brand heritage as a strategy is  to create associations of tradition and longevity  

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and this inherently suggests that the brand  has stood the tested time for a reason  

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and whether that brand is 30 years old or  130 years old associations of times past  

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can invoke this sense of nostalgia and place the  brand in a unique place in the audience's mind  

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now one of the best examples of brand heritage is  from hermes the french fashion brand now hermes  

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was founded in 1837 yes 1837 by thierry hermes  and it's the oldest fashion brand in the world  

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now the brand has a deep sense of history  and tradition partly because the brand still  

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remains in the irma's family which has now spanned  five generations irma's was trading long before  

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branding became an important aspect of business  and they've stayed true to their roots the irma's  

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brown philosophy was well summarized by former  ceo jean-louise dumas when he said we don't have  

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a policy of image we have a policy of product  now though very few brands enjoy the competitive  

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advantage of heritage it is a potent strategy  if it's available and brand strategy example  

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number 10 is nike with their iconic tagline  now the brand tagline is the brand's message  

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distilled into its purest and most concise  form now the goal of the tagline is to paint a  

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memorable meaning in the mind of the audience that  can grow into the position that it wants to own  

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now although the words tagline and slogan are used  interchangeably there is a difference between the  

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two a slogan spearheads a marketing campaign while  a tagline spearheads the brand slogans however can  

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be promoted to a tagline on the back of a highly  successful campaign which often happens and that's  

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often the source of confusion on why people  use them interchangeably and get them confused  

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now the tagline should help to solidify the  position by making the idea simple and easy to  

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remember nike's tagline just do it is probably the  most successful and memorable tagline of all time  

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but nike's tagline was born as a slogan for  a campaign by wyden and kennedy in 1987.  

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now the slogan resonated deeply with the  athletic community it was nike's core audience  

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and it quickly became the adopted tagline for the  brand now of course today the tagline has become  

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the spearhead of the brand alongside that iconic  swoosh and it acts as a way of life for the brand  

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and its customers as well to create an effective  tagline for your own brand or for your clients  

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start first with your brand position and  distill that position into a handful of words  

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an effective tagline has four key characteristics  it should be concise meaningful memorable  

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and catchy now look an effective brand strategy  is made up of a collection of elements all working  

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together as a cohesive system all successful  brands have a clearly defined position which  

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is a non-negotiable when it comes to building a  brand but once that position is defined you can  

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use all or any of the above elements to really  focus in that strategy remember brand strategy  

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is the definition of a brand's approach to who  they target how they differentiate and how they  

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influence perceptions and decisions so get crystal  clear on who your audience is and what they want  

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and you significantly increase the chances and  your ability to influence their decisions if  

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you want to dive deeper into brand strategy  and brand strategy elements then this video  

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will help you out until next time brand like  a master and I'll see you in the next video

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