What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn eight different types of branding for your strategy so you can
arm yourself with flexible branding tactics and develop the right brand for the right situation
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now the term branding is pretty broad and it means different things to different people on one hand
you can have a small business owner believing that branding is their logo and on the other
hand you can have a business leader managing multiple different businesses with hundreds of
different products and services using branding as a way to gain clarity for their messaging
and for their structure so it's no wonder you have many different types of branding now when it comes
to developing a strategy for your own brand or for a client's brand you want as many tactics and
techniques at your disposal as possible because you need to make those strategic decisions as to
what structure you should have for your brand and that is the critical role of the brand strategist
so you need to understand the different types of branding and what situation needs what technique
and that is the role as i said of the brand strategist and in this video i'm going to
show you eight different types of branding that you can use when it comes to your brand strategy
now although there are many different types of brand strategies many of them cross over and you
can use multiple brand strategies concurrently so for example you can use an umbrella branding
strategy along with a product branding strategy or you can use a personal branding strategy along
with corporate branding strategy so as i said there's a lot of crossover in these strategies
but it is important to know which strategy to use in which situation number one is personal branding
now personal branding has really taken off in the last 10 to 15 years now personal branding really
has always been around because it's really only about nurturing your reputation as a professional
you have a reputation in the marketplace whether that's as an employee or as a business owner and
if you undertake personal branding then what you're doing is you're essentially
managing your personal reputation you're managing the reputation of your name within your
industry so that's what personal branding is all about it's really about taking a focus
and an interest in developing out your reputation within the market so people see you for what you
want to be known for and that's otherwise known as positioning number two is corporate branding
now corporate branding focuses on developing the name and the reputation of the brand itself
now most businesses will promote their products or services but some businesses will actually promote
the name of the brand or the brand itself now nike is a perfect example of this yes nike promote
their products on billboards and on tv but they also promote the brand itself there are many
different advertisements that nike put out there where there is no product involved it's all about
promoting the brand and the reputation of that brand through an idea and through what it stands
for so corporate branding is all about promoting the name of the brand and the business itself
number three is product branding now this strategy focuses on branding the individual products
of a business or an overarching brand now this is typically found in an umbrella branding strategy
so sticking with the nike example nike is the umbrella brand sitting on top but they have many
different products sitting underneath the umbrella brand and they brand those products individually
and an example of one of those would be the air max range nike has taken the time to develop out
that brand identity developer that messaging and they focus there on product branding now apple
is another example of product branding as well they have many different products which they brand
individually they brand their iwatch the iphone the imac the ipad these are all individually
branded products that apple promote to their audience so this is another probably the most
famous example of product branding number four service branding now service branding is pretty
much the exact same as product branding only it focuses on a service and not a product but when
it comes to service branding there is a distinct advantage in using this strategy here because
many businesses today have many different services and although when it comes to product branding you
can see one product versus another so you can visually distinguish between the two but when
it comes to services it's a bit more difficult to do that so there is a distinct advantage in
using service branding to distinguish between your services now fedex is a perfect example of this
you have fedex corp sitting on top and you have the subsidiary services sitting below that so you
have fedex freight fedex ground and fedex express so this is a perfect example of service branding
so if you have a brand or you're working with a brand that offers many different services and it
is difficult to distinguish between those services as an audience member then service branding is
a legitimate strategy that you might look towards to help your audience understand the difference
between those services number five is co-branding now co-branding is a strategy that brings
two or more brands together in collaboration or partnership now these brands typically share the
same audience or at least the same segment within an audience but obviously they're not direct
competitors they're not competing with each other now a perfect example of this would be red bull
and gopro rebel and gopro their audience both love extreme sports and they're both able to go
in there and share that audience because they're not directly competing with each other instead
they leverage each other's brand equity and brand reputation and enhance the reputation of the other
brand number six is umbrella branding now i touched earlier on umbrella branding before but
umbrella branding has many different techniques that you can use within brand architecture so
an example here would be a branded house which i've touched on before with both nike and apple
or a house of brands and unilever would be a great example of that but essentially an umbrella
branding strategy has a parent brand sitting on top and the brands underneath either use
the brand equity of the parent brand or the parent brand is simply there to manage the individual
brands underneath and each and every one of those brands can act distinctly individually
whether it's through their messaging through their brand identity or as a completely individual brand
from all the others so umbrella branding is a legitimate strategy if you have many different
brands to consider within a structure number seven is purposeful branding now purposeful branding is
where a brand engages in activities that go beyond the transactional nature of their existence so
they look towards a cause that they might be able to contribute to or help and typically this cause
is aligned with the beliefs of their audience now of course they use that
to connect with who their audience is and show their audience that they share the same beliefs
as they do but purposeful branding also has the end goal of just being purposeful just helping
out whatever that cause is now a great example of purposeful branding would be toms where toms give
a pair of shoes to somebody in need for every pair sold or patagonia patagonia has a real purposeful
soul and really does look towards sustainability and really helping the environment so these
are two examples of purposeful branding where brands use purposeful endeavors to align with
who their audience is and to really contribute to society on a broader spectrum and number eight
employer branding now employer branding is where the business focuses on branding internally they
want to show the market and specifically they want to attract the brightest talent in the
market to come and work for them so they want to display that they understand what it is that
their employees want from them they understand work-life balance they understand what it is that
their workers want to achieve from life and they show that they take an interest in this
in order to attract that talent now google is a perfect example of this any young technician
coming into the market looking for a job would jump at the chance to work for google because
their brand culture is so strong and they have such a strong employer branding they take the time
to focus on their staff on their employees and make sure that they really show interest in them
and make sure that they get as much as possible from the google brand now as i've said before
there are many different strategies here but many of these cross over and you can have some brands
leveraging multiple strategies within their own particular strategy and dove
is a perfect example of this dove engage in corporate branding they promote the dove brand
they engage in product branding they promote the individual products and they brand the individual
products they also engage in purposeful branding as well through the self-esteem of women and girls
and they are also part of an umbrella branding strategy through their parent unilever so you
can see here there are four different types of branding within the dove brand strategy
so it's just really important to understand how each strategy works and how you can leverage
each strategy when it comes to the development of your own brand strategy so as you can see
the game of branding can get pretty strategic and when you sit down at the table with your clients
or when it comes time to developing your own brand strategy it's important to understand what options
you have and to have these aces up your sleeve when you walk into a brand strategy workshop and
if you do happen to walk into a brand strategy workshop and you want to ace that workshop well
then this video will give you 10 questions that you can use to make sure you get the information
that you need until next time brand like a master and i'll see you in the next
video