Imagine starting a business but being unable to stand out among your competitors. Frustrating, right? That’s where branding steps in. It makes your business stand out and stick in people’s minds.
However, the question is, which branding technique will suit your business the most?
Read our blog to learn about different types of branding strategies and which one to choose based on your requirements.
Table of Contents
Types of Branding Strategies
Branding is how people perceive your business. It applies whether you sell products or offer services. The right branding strategy can change your business for the better.
Let’s understand the key types of strategies for branding and choose them based on business objectives:
1. Product Branding Strategy
Do you think a product alone is enough to generate sales? Not quite!
Product branding sets your product apart in a crowded market. Simply having a logo or good packaging isn’t enough. Create a strong identity that helps customers recognize and trust your products.
Take Apple, for example. Its solid branding strategy has generated 49% of revenue, making it the second most popular smartphone brand.
When to Choose?
- Best for physical goods needing strong brand identity
- Ideal for competitive markets with visual branding focus
- Helps build long-term customer loyalty
Our proven branding strategies ensure your business stays memorable and at the top of your mind.
2. Service Branding Strategy
Selling a service instead of a product? Well, it still needs to have a personality.
But, you may ask, it’s not visible, so how can you build its reputation? You can help in brand development with a solid reputation by providing constant quality and value.
For example, Airbnb is a well-known brand for staycations. Although it doesn’t own hotels, it has established itself as a unique community. Their revenue has grown by 12% to $11.1 billion, stating the effectiveness of their service branding strategy. It shows how the platform has become the preferred option for travelers.
When to Choose?
- Suited for consulting, SaaS or hospitality
- Key when trust and customer experience matter
- Essential for reputation-driven businesses
3. Corporate Branding Strategy
Corporate branding isn’t just limited to visuals, it’s about how your audience views your company. A clearly defined corporate brand increases long-term client loyalty, credibility and trust.
Let’s take Nestlé as an example.
The company increased its marketing to stay true to its core values. Its motto is “Good Food, Good Life,” which focuses on better health through nutrition. After changing its prices, Nestlé saw a 7.2% organic growth in 2023. Nestlé continuously changed to satisfy its consumers’ demands.
When to Choose?
- Best for large businesses wanting a unified identity across multiple products
- Builds trust and recognition with a strong company reputation
- Helps in long-term brand loyalty and market positioning
4. Retail Branding Strategy
Retail branding is about providing both in-store and online shopping experiences. It’s how retailers shape customers’ perception using displays, music, signs, store décor and even lighting.
Walmart, the world’s second-largest retailer, is an excellent example of a retail branding technique. After a store redesign, its eCommerce sales increased by 24% in just two years, from $43 billion to $53.4 billion.
The store revamp was focused on better navigation, helping customers find what they need more quickly. They added digital screens and dynamic displays for a better experience.
When to Choose?
- Ideal for businesses with physical or online stores
- Focuses on in-store experience, packaging, and customer engagement
- Creates a unique shopping experience to stand out from competitors
5. Geographic Branding Strategy
About 76% of consumers choose a brand they feel connected to personally.
That’s where you need a Geographic branding strategy. With this, you can highlight a specific area or location where your service or product is exclusively available.
McDonald’s is a good example of geographic branding. It is a global fast-food chain but changes its menu for different regions. This way, it caters to local tastes and cultural preferences.
- Like in India, they serve dishes like Maharaja Mac and McAloo Tikki
- In Japan, they provide Teriyaki Burger
- In the Middle East, you can find McArabia
It resulted in a successful strategy for the brand. Their specialization in local taste helps to connect with customers on a personal level.
When to Choose?
- Works well for businesses tied to a specific region or location
- Highlights local culture, heritage, or specialty products
- Attracts tourists and locals by emphasizing regional authenticity
6. Cultural Branding Strategy
Ever observed how some brands relate to a certain culture? That’s their cultural branding strategy in action. Under this key strategy for marketing success, the brand works to establish a deep connection with its audience by tapping into common beliefs, values and social movements.
Dove’s Campaign for Real Beauty is a great example of cultural branding strategy. It started in 2004. The company challenged traditional beauty standards. It also embraced diversity. This approach doubled its sales from $2 billion to $4 billion.
Here’s what they did:
- Removed AI to represent beauty
- Showed real women with real-looking skin
- Promoted women’s confidence
When to Choose?
- Best for brands aligning with cultural values and traditions
- Appeals to niche audiences with shared beliefs and lifestyles
- Strengthens emotional connections through storytelling and heritage
7. Personal Branding Strategy
Personal branding is about shaping your identity, imparting your knowledge and establishing a trusting connection with your audience. A strong personal brand can lead to long-term success and new opportunities through:
- Social media advertising
- Speeches at events
- Creating valuable content
Neil Patel is one of the great examples of personal branding. He is a trusted expert in digital marketing services. He shares helpful content through blogs, podcasts, and videos. He also engages with his followers on social media.
When to Choose?
- Ideal for influencers, entrepreneurs and professionals
- Builds authority and trust around an individual’s expertise
- Helps in online reputation management, career growth and engagement
8. Co-Branding Strategy
Many businesses come together to promote their brands collectively. Sometimes, brands collaborate to provide a whole new product or service that gives some value to customers.
Spotify and Uber teamed up to make rides more fun with “a soundtrack for your ride.” It’s a perfect example of a co-branding technique, where two apps work together to gain more users. Here’s what they did:
Passengers are prompted to join their Spotify account while waiting for an Uber.
Once connected, they can control the music during the ride and play their playlists.
It was a win-win branding strategy where Uber improved the travel experience and Spotify increased engagement.
When to Choose?
- Great for collaborations between two strong brands
- Increases reach by leveraging both audiences
- Creates unique products or experiences that benefit both brands
9. Activist Branding Strategy
People today don’t just buy from companies. They support those who share similar beliefs, ideas, and views. Activist or conscious branding is about standing for something bigger than just selling products. It involves voicing your brand around social justice, sustainability, and community support.
For example, City Harvest is a nonprofit organization in New York City. It works to fight hunger. The organization focuses on reducing food waste and providing hunger relief. Its social media branding strategy is to share impactful stories, making it easy to connect with people.
When to Choose?
- Best for brands taking a stand on social or environmental issues
- Builds loyalty by aligning with customers’ values
- Helps drive change while strengthening brand identity
10. Online Branding Strategy
Online branding is how you present your business in the digital world. It all comes down to showing your brand’s personality and offerings through:
- Content marketing services
- Social media
- Website
- Ads
This brand marketing strategy helps you stand out, establish a strong online presence, and engage with your audience.
When to Choose?
- Works well for businesses relying on physical interactions
- Includes print ads, events, and direct marketing efforts
- Strengthens local presence and customer engagement
Strong branding keeps customers coming back. Let’s refine yours for long-term success.
Key Elements of Branding Strategy
There are different types of branding strategies, including key elements that form the basis of the strategy. These marketing strategy elements are:
1. Brand Purpose
This is your “why”.
- Why does your business exist?
- Is it only there to make money?
Having a strong brand mission gives customers a reason to connect with you on a deeper level.
2. Brand Vision
Think of having a vision for your business. It’s what you expect to achieve and where you hope to go. Your brand moves in the right direction with a clear vision.
3. Brand Values
What does your brand stand for?
These fundamental ideas inform every choice, from advertising campaigns to customer dealings. If your values align with your audience, you will gain the audience’s confidence and loyalty.
4. Brand Personality
How would your brand act if it were a person?
- Quirky and entertaining?
- Professional or sophisticated?
Defining your brand personality shapes how people view and engage with you.
5. Brand Voice
How you talk to your audience is important. Whether you choose to be:
- Friendly
- Authoritative
- Playful
Keep your tone consistent on all platforms. It helps your audience recognize and trust you.
6. Brand Tagline
A good tagline should be memorable. Make it short and catchy. It should boost your brand’s presence and meaning instantly.
For example, Nike’s “Just Do It” or Apple’s “Think Different”. These are strong tagline that creates a lasting impression.
How to Choose the Right Branding Strategy?
When picking the right branding strategy, make sure your plan creates a lasting impact on your audience. Your brand development will only be successful when it aligns with your business goals, market trends and customer demands.
Follow the below steps to build a brand strategy:
1. Conduct Market Research
- Track industry shifts and customer preferences
- Gather feedback and observe competitors
- Find opportunities to fill gaps and stand out
2. Define Your Goals
- Set specific branding objectives like awareness or engagement.
- Align goals with business growth
- Make them measurable and achievable
3. Identify Your Target Audience
- Know your ideal customers and their needs
- Segment by demographics, behavior, and interests
- Craft messages that resonate with them
4. Conduct Competitive Analysis
- Analyze competitors’ branding strengths and weaknesses
- Spot missed opportunities
- Position your brand to stand out
5. Develop Key Messaging
- Define your brand voice, values, and mission
- Craft a story that resonates with your audience
- Keep messaging consistent across platforms
6. Choose Your Marketing Channels
- Identify where your audience spends time: online or offline
- Mix strategies for broader reach
- Focus on channels that suit your brand
7. Create, Track, and Analyze KPIs
- Set measurable KPIs like engagement or conversions
- Monitor and adjust branding efforts regularly
- Use insights to refine your strategy
No more guesswork. Our data-driven approach ensures your brand stands out in a crowded market.
Build Your Brand With PixelCrayons Marketing Strategy
Branding strategy isn’t just limited to logos or taglines. Every step matters, from defining a clear brand voice to positioning your brand effectively in the market.
Sounds overwhelming? It doesn’t have to be. If you’re unsure how to build a brand strategy that works for you, let PixelCrayons, our performance marketing agency, assist you.
Work with our experts to build a powerhouse brand online that provides real impact. Here’s what we offer:
- 20+ years of experience in brand building
- 40% faster audience engagement through strategic positioning
- Custom-tailored branding solutions to match your business goals
We handle every aspect, from planning to carrying out, so you can concentrate on growing your company. Together, we can create a memorable brand! Contact us today.
