Branding Like A Boss (10 Best Brand Strategy Examples)

Summary

Ce 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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

traditional marketing techniques that push  products and services have an extremely  

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

brand strategy example number nine  is hermes with their brand heritage  

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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