Many business owners – especially those just getting started – want to know the different types of branding strategies.
If you talk to a branding expert, they’ll tell you that branding doesn’t only apply to a logo or the colors on your website. Branding is a connection to your company as a whole — it’s part of your identity and designed to create a feeling or reputation.
By understanding the different types of branding strategies, you can better identify the things you need to grow your business.
Here is a further look into branding strategies and how they work.
1. Personal Branding
Personal branding works for those who are building an identity for themselves. Often, many use personal branding when people are establishing themselves as a thought-leader in their industry.
Personal branding is also common among celebrities, influencers, politicians and even athletes.
For example, Marie Forleo is an entrepreneur and lifestyle expert. Her personal brand often compares to Oprah Winfrey – inspiring, kind-hearted, fun and transformative.
If building a personal brand is your goal, start by determining what you want to be known for, then construct your identity around it.
Every post you publish and appearance you make in person or online needs to contribute to your image.
Remember, though, that it takes time to build a personal brand, so you must live it daily.
2. Product Branding
As soon as you build an identity for your business, your products need to have the same look and fit. Product branding is what separates your products from similar products. However, it starts with an understanding of the user. That way, you can connect your product to the right audience to increase sales.
If you sell a product, you must consider all that goes into product branding, such as packaging.
The product’s package has much to do with the product’s appearance, like logo, colors, design and quality. In addition, it’s all about the experience you can provide customers and the messaging used to create a unique identity.
The goal is to foster a powerful connection with consumers to provoke emotion and make it recognizable and distinguishable from competitors.
3. Service Branding
Not everyone sells products. You might offer a service such as consulting or digital marketing. When you think about branding your service, there must be an image for your entire team and what you can provide for your customers.
Instead of focusing on what you do, service branding features the type of experience you create. For example, it could be a seamless website experience for users or how you support your clients.
The most important factor here is that you need to provide a consistent branding experience — from your tone of voice to your customer experience strategy.
4. Corporate Branding
Corporate branding has a lot to do with the company, such as how it operates and what it says and sells.
For example, lots of companies are branding themselves as eco-conscious. The ability to build a reputation as a “green” company takes much dedication. However, it goes a long way toward the company’s mission of championing the planet and committing to a community’s efforts.
Corporate branding often involves the type of audience you want to attract. Therefore, business leaders can start by creating a buyer persona and appeal to them using a specific tone of voice, an image and other assets like logo, font choices, colors and platform use.
5. Retail Branding
Retail branding is distinct because it places corporate and products into the mix. One example that focuses on retail branding is Apple.
Apple’s branding is often associated with simplicity, modern and minimalistic products. However, its branding is also consistent on its website and in stores. Apple’s experience is not just through the products but also in its service.
Therefore, retail branding has much to do with the layout of a physical store, online presence and how you interact with customers. From the displays to the music playing in the background — various aspects of your store’s image are associated with the experience you bring to shoppers.
Build Your Image With These Types of Branding Strategies
Investing in a good branding strategy is like investing in the future growth of your business. It pays off in the long run and can yield great returns for your company. Some of the ways it benefits is distinguishing your company from similar businesses.
In addition, it helps you connect with your audience and attract potential customers. As a result, you may even build recognition and retain advocates for your brand.
Once people know your brand, the word can spread, producing longevity and development. Though your branding starts with you, it always ends with how everyone perceives your business.
About The Author
Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her re-reading the Harry Potter series, burning calories at a local Zumba class, or hanging out with her dogs, Bear and Lucy.