Brand strategy types and how to choose the best one for your business

Essentially, there are several branding strategy types that are widely used. Here is a list of the most common ones:

Product branding

As the name implies, product branding is about making a product recognizable, differentiate it from others by applying a set of distinct branding attributes. It includes unique packaging design, symbol, logo design, etc. With the help of product branding, customers can identify various products. That type of branding is essential to every company that has its own products.

Service branding

When speaking about service branding, one needs to understand that this type of branding relies heavily on the quality of the service rather than the branding itself. In other words, it touches upon impeccable service assistance and excellent customer experience. It means that the services your company provides should be qualified and be consistent with your brand mission and values.

Retail branding 

Similar to that of the product branding strategy, retail branding aims at branding products not apart from but within the distinct environment. It means that despite having excellent product branding, the company designs and brands a specific environment across that product that is considered to be a part of it. It significantly increases consistency and contributes to better audience engagement.

Corporate branding

When you need to build a brand for an entire corporation, you will probably employ the corporate branding strategy. It covers every sphere of the organization’s performance and all segments, including services and products, corporate culture, and marketing. Corporate branding has long-term effects because it employs techniques aimed to drive recognition and awareness of the overall brand.

Personal branding

The concept of personal branding relates to individuals who want to promote their own brand. It can be useful for celebrities, politicians, or entrepreneurs aiming to maintain a positive image, which can be a benefit for their careers. With a solid personal branding strategy, it’s possible to become an expert in the respective field and drive awareness to that scope of a business.

Global branding

Compared to corporate branding strategy, global branding is more extensive because it covers not only the organization but also extends to other global markets and countries. When adhering to this type of branding strategy, it’s critical to consider the difference between cultures and nationalities yet keep to the established brand policy. In other words, it implies the same branding policy with small differences concerning the multicultural, social consumers’ behavior and habits.

Co-branding

When two companies unite in order to advance their brands, influencing each other, we speak about co-branding strategy. This branding strategy suits especially those businesses that share adjacent industries and features beneficial for each of the two. For instance, one company may feature an excellent marketplace, while the other produces products suiting that market. Then, companies unite and generate an authentic product or campaign that is beneficial for both of them. Such a bilateral relationship allows both businesses to get a higher saturation and attract new customers.

All in all, branding policies are plenty. If you don’t know how to pick up the best option for your business, you can always address brand strategy consulting New York agencies. Whether you want to combine multiple strategies or apply only one, brand strategy consulting New York agency can help you with both. However, it’s still helpful to know how to choose the right branding policy for your business:

• Define your brand's core features and values

First, it is essential to outline your brand features, values, and mission so that you know what your business stands for. With that information in mind, it will be easier to define the needed strategy.

• Consider your audience

Apart from the business needs, you need to consider the audience’s needs as well. Also, it’s important to know it from various angles - their habits, preferences, desires, and attitudes. The more you know, the more successful the strategy will be.

• Consider your industry

Another critical factor is the industry your business operates in. And each industry has some peculiarities and features, not every strategy will be compatible with. Therefore, knowing your industry is vital for choosing the best branding strategy.

Ultimately, various types of branding strategies relate to different businesses, scales, and goals, which is essential to keep in mind when choosing a perfect branding policy. For instance, corporate branding can be a good fit for a large-scale company, while global branding will require several large-scale organizations that are located globally. Thus, branding strategy is powerful unless it is chosen correctly.