9 Successful Brand Strategy Examples (+ Positioning Ideas)

Successful brands don’t just happen by chance.

At the core of their success is a brand strategy defining how the brand will approach the market.

The more brand strategy examples you observe, the more you realise just how creative the discipline is.

Every market is different and every brand must be different within that market.

This article breaks down ten successful brand strategy examples and ideas to inspire your own positioning strategy.

Successful brands don’t just happen by chance.

At the core of their success is a brand strategy defining how the brand will approach the market.

The more brand strategy examples you observe, the more you realise just how creative the discipline is.

Every market is different and every brand must be different within that market.

This article breaks down ten successful brand strategy examples and ideas to inspire your own positioning strategy.

9 Brand Strategy Examples (Top Agencies & Brands)

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What Is Brand Strategy?

Brand strategy is often positioned as a complicated business discipline.

The reality is however, the goal of branding is not complication but simplification.


The more simplistic a brand communicates it’s difference, value and offer to it’s audience, the more likely that target market will be to adopt it.

This is where brand strategy comes in.

The strategy of the brand defines exactly how the brand will approach the market including the elements and tools it will use to achieve its goals.

Essential Brand Strategy Elements

There are many elements to a functioning strategic brand.

These elements each play their own role and different elements hold greater or less importance depending on the brand. The combination of these elements is what makes brand strategy so creative.

There are however, a set of key fundamental elements that every brand should aim to incorporate which are the following.

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Brand Purpose

The purpose of the brand is the reason it exists.

Of course, every business exists to generate profit. Businesses that operate without the goal for profit are known as non-profits.

Yet, this is where profit generating businesses much look in search of their purpose. Beyond the profit is where brands find their true purpose. 

Brand Vision

The vision of the brand is where it’s going in the future.

A brand without a plan has nowhere to go but with a clear vision of the future brand it has something to aim for.

The vision of the brand becomes a directional compass for success.

Brand Mission

The brands mission are the commitments it makes in order to achieve the vision for the future.

It’s all well and good having a vision, but without making a commitment that vision is just a dream.

The mission begins to solidify the actions the brand will take to achieve it’s goals.

Brand Values

The core values of a brand outline what the brand holds dear in the way it operates.

Every business approaches the market differently and behaves in different ways.

Brands that articulate their values and commit to them can intentionally develop a reputation for the way they operate.

Brand Positioning

Without a doubt, the most influential element in the success of a brand.

Every business fulfills a want or need yet the way in which they do so is often the difference between success and failure.

Successful positioning happens when a brand develops a reputation with their market for the unique way they meet the wants or needs of their audience.

Brand Personality

It’s more important than ever for brands to adopt a human persona.

People are drawn to human characteristics and much of our decision making happens through the attributes we consciously or subconsciously identify.

A brand displaying specific characteristics designed to appeal to a specific audience is far more likely to make the intended connection.

Brand Voice

An extension of the personality, the brands voice defines how the brand sounds through its messaging.

Like the personality, the voice communicates characteristics though the added dimension of the tone of voice reinforces characteristics with attitudes.

Brand Storytelling

As humans we’re drawn to the story because it has been the method of knowledge transfer we’ve used for millions of years.

This human instinct to attentively listen to the story provides brands with a hack to transfer their message.

Brands that tell stories to mirror the path of their customers, leverage human instinct to draw them in.

Brand Identity

We humans are visual creatures.

Our brains burn many calories to digest complex information yet we can process images in a little as 0.013 seconds.

The more distinctive and appealing a brand’s identity, the more likely it will be remembered and recalled in the buying decision.

The Brand Strategy Template For Success

Its in our nature to replicate what works which is why we’re drawn to templates.

The reality is however, brand strategy is a creative discipline where processes, not templates, produce results.

Each of the elements mentioned above are characters in a story and the brand strategist is the author.

Different elements can take centre stage throughout the journey but it is the cohesive combination of how they interact that makes it a tale worth telling.

Below are some examples of how different brands have used these elements.

Best Brand Strategy Examples

The best way to learn from the success of other brands is to analyse brand strategy examples and how they use these critical elements.

Here are some of the best examples to analyse.

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