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

Each company strives for self-identification, and branding appears to be a powerful tool for creating a decent personality and standing out from the crowd. With the brand attributes, the business can build a distinct portrait and drive recognition. However, businesses are plenty, and branding strategy is not a one-size-fits-all practice. For that reason, it’s critical to choose the right branding strategy depending on the company’s size and scale, its goals, and its extension.

Essentially,Guest Posting 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.


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.

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What Is Branding

Branding is the creation of a positive image of the company, its distribution and consolidation in the head of the client. In simple words, it is brand management.

A brand is a trademark,Guest Posting trademark of a company and its name.

Branding includes a whole range of marketing activities to develop the image and consolidate long-term relationships with the consumer. It creates a unique style, increases product value and builds trust in the company.

A clear illustration of why branding is so important – examples that are known all over the world – Apple, Ikea, Coca-Cola, Google. Consumers know these names and can tell right away what products the company offers on the market and why they received such popularity and love. And it depends on how firms position themselves in the market and what emotions they evoke in consumers.

Every year, Coca-Cola launches a New Year advertisement with a melody recognizable from the very first notes; the famous truck always flashes in it, which brings food and gifts from the company. This video is associated with the feeling of a holiday and a cozy evening with friends or loved ones.

Why branding is needed

Let’s take a look at branding goals and objectives.
The purpose of branding in tech branding agency

The definition of “branding” comes from the Latin word “brand” – a brand. In Europe, for a long time, they began to brand products with brand names so that people could find out who made the product. With the transition to an industrial scale, the range of products on the market has grown significantly. In this regard, companies tried to stand out from competitors by means of branding. In fact, the seller offered a potential buyer not just a product, but a whole ecosystem of consumption – the image and life of the character, which the company broadcasts.
The company manipulates emotions to solidify a positive brand experience, increase loyalty, and turn the user into a repeat customer and brand advocate.

The purpose of branding is to create a clear, understandable and positive image to increase company awareness and loyalty to it.
Branding objectives

If the goal of branding is the end result we need to arrive at, tasks are the steps to achieve the bottom line.

Branding objectives:

Build a positive image around the company’s products or services.
Show the high value of products.
Create communication between the company and customers.
Develop a concept for brand positioning on the market – verbal and visual identification of the product.
Choose marketing channels and develop a promotion strategy.
Highlight competitive advantages.
Personalize the brand.

Branding should show the importance and value of your product to the audience, as well as distinguish the company from the competition.
Who Can Do Without Branding

Branding is actively used by large companies. If you have a small business or highly specialized production, it is not necessary to create a brand. Refusing it will help save money and invest it in improving business processes and communications with the target audience.

For example, the production of nails or the sale of potatoes does not need a brand, nor does the manufacture of notebooks for daily use. In this case, the consumer is interested in the quality of the product and its functions, and not in how his life will change because of three potatoes eaten for dinner.

Pros of not branding:

Saving finance.
Business concentration on quality.

Cons of not branding:

Less customer confidence.
Consumers rarely recommend you to their friends and family.
Branding ads are recognized more often.
The brand makes it possible to participate in trading on the exchange, as well as more actively to attract partners for investment or joint activities.
Potential employees are less likely to join a company that does not pay attention to promoting its own brand.

Branding types

In this section, we’ll look at what branding is and where it is applied.

Personal branding

It is also called personal branding – this is the promotion of the media person, as well as the formation of a certain opinion about this person. This type of branding has become especially popular along with the development of social networks and the emergence of expert bloggers.

Personal branding can create a leader image for the person leading a company. Branding example: a legal services agency named Voronin & Partners. The name suggests that the client is likely to come to a specific specialist with a well-known name, who is positioned as a professional in his niche.

Examples of personal branding include interviewer Yuri Dudya, education expert Konstantin Naychukov, our ambassador Anna Melnichuk, as well as those bloggers you follow on Instagram.
Company branding

Or otherwise, corporate branding is the development of culture, philosophy, mission and brand within the company. Employees feel that they are important elements that bring benefit and value to the organization.

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