10 Best Brand Strategy Examples (PDF Framework Template)

Brand Strategy Like A Boss (10 Best Brand Strategy Examples)

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What Is Brand Strategy?

There are plenty of definitions of brand strategy out there.

I recently spoke with well-renowned branding author and strategist Marty Neumeier on The Brand Master Podcast.

I asked him what his definition of brand strategy is was and here’s what he had to say.

Brand Strategy is a long-term plan to out-manoeuvre competitors through radical differentiation.

To get into the weeds of brand strategy a little 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

When all is said and done, branding is about shaping the perception of a given business in the market as a more appealing option than its competitors.

Brand Strategy vs Marketing Tactics

Brand strategy is often confused with individual marketing tactics of a brand such as social media marketing, advertising or content marketing.

For these tactics to be effective, they must be executed as part of a larger strategy.

Mark Ritson, one of the world’s most renowned marketing professors wrote:

Tactics without strategy is dumbing down our discipline. If marketers want to be taken seriously, they must end their preoccupation with tactics and tools and focus on their strategy, devised by thoroughly researching, segmenting and targeting their audience.

10 Key Elements Of Brand Strategy

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.

Purpose

Vision

Mission

Values

Positioning 

Personality

Voice And Tone

Brand Story

Heritage

Tagline

Each of these key brand strategy elements can spearhead a brand’s overall strategy or work as part of a team of strategic components.

I’m about to break down each one of these essential strategy elements and provide you with the best examples for each.

The following sections will provide you with an understanding of how these elements work and inspiration to create a strategy for your own brand or your client’s.

Let’s start at the top with brand purpose.

#1. TOMS Shoes – Brand Purpose

The purpose of the brand or the brand’s purpose defines why the brand exists. 

Brand Purpose Definition

Why Brand Exists Beyond Money

Of course, every business exists to make money, though most brands serve a purpose beyond money whether they define that purpose or not.

Brand’s that take the time to define their reason for being (or their “Raison d’être) tend to be more dialed into the audience they serve.

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 clear.

Consumers are four to six times more likely to buy from, trust, champion, and defend companies with a strong Purpose.

TOMS shoes is an 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 TOMS brand was created when founder Blake Mycoskie traveled through Argentina in 2006 and experienced the hardships faced by children without shoes.

His experience inspired him to create a brand with giving at its core. For every pair of shoes the company sold, a new pair would be given to a child in need.

This was the purpose the TOMS brand was born from which still drives the business today, with the brand investing 1/3 of all profits into grassroots efforts.

The 2021 Purpose Power Index ranks TOMS as #2 of the 20 most purposeful brands in the world.

Brand purpose is a legitimate brand strategy example.

Just like it has at TOMS, 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 look no further than a genuine and passionate purpose, shared with their audience.

How To Create Your Brand Purpose

When creating your brand purpose, define the reason you would exists if not for money.

#2. Tesla – Brand Vision

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. 

Brand Vision Definition

Where the brand wants to go and what it aspires to be

A brand vision is not a piece of marketing designed to attract customers, but an internal guidepost expressed in the brand vision statement.

Brands that are acutely in tune with the vision of their future brand can breathe a sense of believability throughout the brand’s personnel that they are part of something bigger than themselves. 

Tesla is a brand with a big vision inspired by 2021 person of the year Elon Musk.

Tesla had become a world-leading brand and the benchmark in the electric car market.

But Tesla’s ambitions go way beyond the automobile industry and into the realm of sustainability.

The revamp of their Tesla’s brand vision statement, which is also used as their mission statement is:

To accelerate the world’s transition to sustainable energy.

Tesla doesn’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. 

How To Create Your Brand Vision

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.

#3. Patagonia – Brand Mission

While the brand vision outlines the aspirations of the brand for the future, the brand mission defines the brand’s commitments for today.

The goal of the brand mission is to define that commitment.

The brand mission is documented in the brand mission statement, which, like the vision statement is an internal document.

The mission provides clarity for the brand leaders and personnel about the consistent commitments it must deliver on to achieve the future vision.

When a brand is clear on its commitments, it shows up in its actions and forms part of the brand’s reputation.

For example, Patagonia is a well-established lifestyle brand that produces outdoor, camping and climbing apparel brand.

Founded by climber and brand leader Yvon Chouinard in 1973, the brand has very strong roots in protecting the environment. 

The Patagonia brand mission, as outlined in their brand mission statement is to:

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

This mission has been the driver behind shaping Patagonia’s business processes and marketing to align with their commitment.

Today, many brands have jumped on the “Sustainability” bandwagon without much to show for it.

Patagonia however, is an example of how the brand mission can not only form an important part of the brand strategy but can be the driver behind that strategy’s success.

How To Create Your Brand Mission

When defining your brand mission for yours or you client’s brand strategy, make sure you dig deep to find a commitment that will drive decisions.

#4. IKEA – Brand Values