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Brand Building for the Modern Age: 5 Types of Branding Strategies That Drive Results (With Examples)

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Starting a business is about so much more than just selling and marketing. It’s about creating something truly unique, something that sets you apart from the competition.

That’s where the power of branding comes in.

An effective branding strategy is the secret sauce that sets your product or service apart from the rest in a sea of fierce competition. It not only helps you rise above the noise but also attracts and cultivates a loyal customer base who can’t get enough of what you have to offer.

Crafting a branding strategy is absolutely essential for your business. It goes beyond just creating a name, picture, and message – it’s about encapsulating the very essence of your brand and what it stands for.

Calling all startup companies in search of the ultimate branding strategies! Look no further, because this article has got you covered.

Get ready to dive into a treasure trove of knowledge that will equip you with everything you need to know. Let’s unleash your creative potential together!

What is a Brand Strategy?

A brand strategy is like a map that helps your brand grow and connect with people. It shows who your company is, how you fit in the market, and what you want people to think about you.

This includes everything about your brand, like your logo, how you talk to people, and how you make them feel.

To create a good brand, first, you need to do some research. You can start by outlining your brand’s mission, what it believes in, and what makes it special.

You also need to know your target audience, find out what they like and need, and how to incorporate it into your brand. It’s also a good idea to look at other similar brands to see what they’re doing and check if you can do better.

Other aspects such as how you talk and what you say are also part of your brand marketing strategy.

This keeps your brand’s overall look the same everywhere people see it.

It’s really important to have a clear and comprehensive brand strategy when you’re building your business.

Why Branding Strategies Are Important

A well-crafted branding strategy isn’t just a fancy accessory; it’s a cornerstone of business success. Here’s why you should invest in developing a great branding strategy:

  • Market Distinction: A strong brand strategy helps you stand out from competitors. Done correctly, you can carve out a unique niche that resonates with your audience.
  • Customer Loyalty: Consistent branding cultivates trust, fostering long-lasting relationships and brand loyalty from your target audience.
  • Perceived Value: A strategic brand image can help enhance the perceived value of your products or services. This can lead to customers willing to pay solely for value.
  • Emotional Connection: Brands that are able to evoke emotions establish deeper connections with customers, creating memorable experiences.
  • Brand Consistency: A solid strategy ensures consistent brand representation across all touchpoints, reinforcing credibility and creating great customer service.
  • Direction and Focus: Guided by clear brand guidelines, people working in your business can work together towards common goals, streamlining decision-making.
  • Adaptability and Longevity: A well-defined strategy allows for agile adaptation to the ever-changing market trends without compromising core identity. This can lead to the business lasting for years to come.

It’s clear that there are plenty of benefits to having a branding strategy, but it all relies on you developing a really robust strategy that is able to hit all the right areas to make it work.

If you’re wondering how this is possible, we’ll cover some great examples in the next section.

The 5 Types of Branding Strategies & Their Examples

It’s important to note that branding is a versatile tool, and there’s no one-size-fits-all approach to it.

Different business objectives call for different brand strategies to convey a brand’s essence effectively.

The best way to decide on a branding strategy is to define the type of brand you’re aiming for. Here are five great brand strategy examples to get you started.

Personal Branding

Personal branding is about linking the brand to a person, like a CEO or an expert. This strategy relies on reputation and skills to make the brand stronger and more likable.

This works well for people who want to show a special quality they have.

People trust faces more than just logos – and personal branding is good because it shows the real person behind the brand. This is great for business owners, experts, and smart people who want to teach and connect with their fans.

An example is Bill Nye, the Science Guy. He’s famous for his fun science show. His personal brand is all about making science easy and fun for everyone. He sells science kits, books, and even his cool bow ties that he always wears.

Bill Nye's Personal Branding Science Show | Branding Strategies | One Search Pro Marketing
Bill Nye’s personal branding showcasing his passion and humor for science can be seen throughout his shows.

Bill Nye’s personal branding showcasing his passion and humor for science can be seen throughout his shows.

Bill Nye’s personal brand is all about his funny personality, his love for science, and how he explains hard topics in an easy way. He does this by:

  • Sharing science stuff on social media and talking to fans.
  • Talking about science in speeches and talks.
  • Being in ads and commercials.

Product Branding

Product branding is about making a special brand just for one specific product. It’s like giving that thing its own name and look. This works well if you want people to know and love that one thing a lot.

Product branding is good because it lets you focus only on the product and why it’s great. This helps people know why they should choose your product. It’s good for businesses with many different things to sell, especially when each thing is really different.

An example is Milo, a popular chocolate malt drink loved in Malaysia. You can easily recognize it from its signature green packaging and how it’s linked to sports.

They even produce catchy taglines, with “Malaysia Boleh!” being one of the most signature ones commonly used even in the present day!

Milo's Product Branding in Malaysia | Branding Strategies | One Search Pro Marketing
Milo’s iconic branding can be seen even as they widen their product range to include other types of food and snacks. Source: Marketing Magazine Asia

Milo has also made other treats like chocolates, snacks, and ice cream. Even though they diversified their products, they kept the same look and the essence of Milo in each of them. This shows how strong their product brand is.

Related: Famous Malaysia Brands

Some other great product branding examples from Milo include:

  • They made Milo Nutri G™ that’s specially targeted for adults.
  • You see their logo at sports places and events.
  • They give Milo drinks at sports events to show how much they’re connected to sports.

Service Branding

Service branding is about making a special brand for things you do, not things you can touch. It’s all about showing how good and trustworthy your services are. This is used by companies that do lots of different helpful things for people.

Service branding is great because it helps people know they can trust you for things they can’t see, like delivering stuff or giving advice. Companies like banks, hotels, doctors, and consultants use this type of branding.

An example is FedEx. They have a special look with purple and orange colors, and they use strong words like “Where Now Meets Next” and “We Live To Deliver” to show how good their shipping and delivery services are.

FedEx Express Service Branding | Branding Strategies | One Search Pro Marketing
FedEx’s promise to deliver globally and on time with a money-back guarantee helps to solidify their service branding.

Their branding includes FedEx promising to deliver on time. They back up this promise by offering a money-back guarantee should there be delays. This makes customers trust them even more.

Other additional service branding examples from FedEx include:

  • Their logo has a hidden pointing right arrow between the “E” and “X”.
  • Their focus on customer service includes a 24/7 customer support line.
  • The use of technology to track packages and provide real-time updates to customers.

Corporate Branding

Corporate branding is about making a special brand for a whole company. It’s like giving the company a special look and feeling that shows what it believes in. This works best for big companies that have many things to offer.

Corporate branding is great because it helps people trust the company. When everything looks the same and reliable, it’s easier for people to believe in it.

This is good for big companies that want everyone to know what they stand for.

An example of corporate branding is AirAsia, the renowned low-cost airline.

Its bold identity, commitment to affordability and innovation, and strong customer focus position it as a game-changer in the aviation industry, especially as it spreads to other areas such as e-hailing and food delivery services.

AirAsia's "Now Everyone Can Fly" Campaign | Branding Strategies | One Search Pro Marketing
AirAsia’s “Now Everyone Can Fly” campaign includes using its corporate logo and tagline on its airplanes. Source: Rileklah

AirAsia uses bright colors and “Now Everyone Can Fly” as part of their branding to show that they make flying affordable and fun for everyone.

Here are some other examples of corporate branding used by AirAsia:

  • Using the color red paired with white text across all of its services, making it instantly recognizable.
  • AirAsia’s multilingual chatbot AVA handles all customer service.
  • The use of social media to connect with customers.

In addition to its corporate branding, AirAsia also uses a variety of product branding strategies for its different services. This includes its AirAsia X long-haul flights and its RedTix budget hotel booking service.

These product branding strategies help to differentiate AirAsia’s different offerings and make it easier for consumers to choose the right service for their needs.

Umbrella Branding

Umbrella branding, also called family branding, is when one brand covers many related things. This makes it easier to introduce new products because people already know the brand.

Umbrella branding works best for companies that have many related things to offer. They can use the same brand to save time and make customers trust whatever new products they release.

An example is Apple, a big company that makes gadgets like iPhones, iPads, and MacBooks. They use one brand for all these things. This helps people know it’s an Apple product and that it’s of high quality.

Apple's "Think Different" Campaign | Branding Strategies | One Search Pro Marketing
Apple’s “Think Different” campaign featured images of famous people to associate the brand with creativity and innovation. Source: Poster Auctions

Some other Umbrella Branding strategies from Apple include:

  • The “One More Thing” tagline is used to introduce new products at Apple events.
  • The use of minimalist design in Apple products and marketing materials.
  • The focus is on customer experience in Apple stores.

As you can see, each of these branding strategies has helped make their products and services stand out from the others.

The key lesson here is strategic brand management and knowing that their effectiveness depends on aligning the chosen strategy with your business goals and target audience.

Elements To Have in a Good Branding Strategy

Creating a successful marketing and brand strategy requires a blend of both art and science, incorporating various elements to develop a narrative that resonates with your audience.

Related: Branding VS Marketing

Here are some of the important elements to have in developing a great brand development strategy.


At the core of your brand strategy lies a clear and compelling purpose. Define your brand’s reason for existence beyond profit – its brand values, mission, and the positive impact it aims to have on the world.

A strong sense of purpose not only drives your brand’s actions but also resonates deeply with potential customers who share your values.


Consistency is the glue that holds your brand identity together.

From your visual elements like logo, color palette, and typography to your brand messaging tone and customer experience, maintaining a consistent brand representation across all touchpoints fosters recognition, trust, and credibility.


Emotions have the power to create lasting connections. Infuse your branding strategy with emotions that align with your brand’s personality.

Whether it’s excitement, trust, nostalgia, or aspiration, evoking emotions in your audience helps create a bond that goes beyond transactions.


While consistency is key, a good branding strategy also allows for flexibility. The business landscape evolves, and your brand must adapt while staying true to its core identity.

Build a strategy that can gracefully embrace change without diluting the essence of your brand.


Loyalty isn’t just earned; it’s built. Your branding strategy should include mechanisms to foster loyalty among customers.

This could range from loyalty programs to personalized interactions that make your customers feel valued and appreciated.

Competitive Awareness

Understanding your competition is as important as understanding your brand. Analyze your competitors’ strategies, strengths, and weaknesses. Identify gaps in the market and determine how your brand can stand out and have a competitive advantage.

These elements help form the foundation of a successful brand marketing strategy. Many brands, both local and global, have showcased these elements in their journey to becoming household names.

As you craft your own strategy, consider how your brand can demonstrate unwavering purpose, consistency, and emotional resonance with your potential customers, while embracing change and staying ahead of the competition.

Which Branding Strategy Should You Choose

Choosing the right branding strategy is a lot like choosing the perfect outfit for a special occasion – it needs to reflect your personality, resonate with your audience, and align with the product or service.

To help you decide on this, here are a few factors you need to consider.

Your Brand Objectives

Consider the goals you intend to achieve with your branding efforts. Are you aiming to establish a personal connection with your customers?

Or perhaps you’re looking to introduce a new range of products under a familiar brand umbrella. Your objectives will guide you toward the most suitable strategy.

Your Target Audience

Understanding your audience is pivotal. Are they drawn to the charisma of a founder? Do they value premium products or exceptional services?

Tailor your creative branding strategy to align with your audience’s preferences, behaviors, and expectations.

Your Brand Identity

Your brand identity – its values, personality, and unique attributes – should be a guiding light. If your brand’s essence is deeply tied to an individual’s expertise, personal branding might be the way to go.

If you’re aiming for a cohesive image that encompasses multiple offerings, umbrella branding could be a better fit to build a strong brand identity.

Your Industry

The nature of your industry plays a significant role in your strategy selection. Service-centric industries might benefit from service branding, while product-driven sectors could leverage product branding.

Analyze how successful brands in your industry have positioned themselves and tailor your strategy accordingly.

Remember, there’s no strict formula for the best brand development strategies. The beauty of branding strategies lies in their adaptability to your brand’s unique narrative.

Develop The Best Branding Strategy with One Search Pro

Crafting a powerful branding strategy should never be a solitary endeavor; it should be a collaborative journey. Here at One Search Pro, our team of seasoned experts understands that a one-size-fits-all approach simply doesn’t cut it in the world of branding.

That’s why we offer a bespoke approach, tailoring your chosen branding strategy to perfectly fit your business goals. This means you don’t have to develop your brand plan alone.

Our comprehensive services include in-depth industry and audience research, ensuring we understand your market inside out. We also develop logo and brand design that captures your essence to concept development that tells your unique story.

Our visual branding expertise can also transform your strategy into captivating visuals that leave a lasting impact.

Let us help you navigate the intricate world of branding strategies together, creating an identity that resonates and stands out in the ever-evolving landscape of business.

Contact us today to take the first step toward increasing your brand’s visibility and fostering great customer relations.

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