Top 10: Brand Examples & Why They Stand Out
Highlighting brand examples is one of the best ways to get a clear understanding of what goes into developing a brand strategy for your business and why these branding elements can be so effective. I’m skimming the surface with some examples below that can inspire you for your brand!
There are so many brands in the world, so many good ones to choose from, and so many companies that are shining examples of having clear brand strategies that are working in their favor to attract their ideal audiences. That’s why it’s hard to pick just one to talk about!
In no particular order, check out 10 brands I love and the key brand strategy for each that’s truly setting them apart and helping them create super fans.
01 – MAGNOLIA
If you don’t know my love for Chip and Joanna Gaines of Fixer Upper fame, and their Magnolia brand, google them immediately and read their story because they’re true brand geniuses in how they’ve grown and expanded Magnolia to create raving fans.
There are so many brand strategies Magnolia has implemented well, but one of my absolute favorites (and why people love them so much), is their Magnolia manifesto. It’s the heart and soul of their brand, it showcases their core values, and what they believe in. You’ll find the entire manifesto written out on the last page of each of their Magnolia Journal magazines every quarter, it’s broken apart and used as inspirational phrases on the bottom of their websites and blog, and they highlight and dive deep on certain aspects that are relevant and current with their audience or the times we’re living in. Here’s a sneak peek of their Magnolia Manifesto – read more about how they specifically implemented one of their manifesto values in a special campaign with their audience right here.
And remember, you can create a manifesto for your own brand to inspire & relate to your audience, too.
02 – ANTHROPOLOGIE
Your brand is an experience, and if you know the retail store Anthropologie, you automatically understand what I mean. Sometimes I just have to say “Anthropologie” to friends and their eyes roll to heaven with a look of pure joy.
This lifestyle brand brings an immersive experience to their customers with each and every retail store they manage. When customers walk in, they’re greeted with an aspirational lifestyle sensory overload (in a great way). It’s how it all works together: from the signature scent of their yummy candle that is immediately recognizable, to the clothes displayed that you imagine yourself wearing as you become the person you’re meant to be – perhaps walking down winding cobblestone streets in the Italian Riviera, and the home décor and kitchen accessories you can picture gracing your backyard dinner parties and gathering spaces.
The beauty of Anthropologie is they’ve discovered what turns their customers on, and they over-deliver on the experience to make their audience feel good whenever they come across their brand.
03 – DISNEY
I may be bias when it comes to this well-known global entertainment brand since I worked at Disney Studios marketing movies for 15 years, but I can’t not add it to my list of spectacular brands who are doing it right!
Disney’s brand magic comes from their secret sauce in over-delivering for their customers every single time, creating unforgettable experiences and memories that last a lifetime. While Disney does this on a grand scale, you too can incorporate a bit of magic into your brand. Ask yourself this question: What would my customers / clients be delighted to receive / experience? How can I surprise them with something they’ll absolutely love? And, what’s one way I can make this already great experience even better? Start there, and you’ll infuse a bit of magic into your own brand!
04 – APPLE
Apple always tends to be an example when people are talking about great brands, and there’s a reason for that...they’ve positioned themselves so well with their audience that they’ve created lifelong fans.
People actually identify as Mac / PC…you might have someone ask you, “are you an Apple person?” Apple has created such a demand for their products, not by focusing on the features of their products, but by showcasing the benefits to their customers’ lifestyle. This has created such brand loyalty that customers form lines around the retails stores to get their hands on any new product releases to say they’re one of the first to have it.
05 – STARBUCKS
The reason I love Starbucks as a great brand example is because they do something I recommend to all my clients. Ask your ideal clients / customers what they want most from you, what they love most about what you offer, and deliver that thing to fulfill expectations.
Starbucks has their finger on the pulse of their audience, and you can see that by some of the products they highlight and deliver…let’s just say PSL and the Unicorn Frappuccino and leave it at that.
What can you do to deliver the products / services your customers love and want to keep coming back for?
06 – DOVE
When you develop and grow your brand strategically, you become known for more than what you sell. You become known for what you believe in, what you stand for and how you relate to your generation’s issues.
I can’t think of a better brand example than Dove. Their focus on REAL BEAUTY and representing all the shapes, sizes and colors that real beauty can come in, is refreshing, is inclusive and speaks straight to the hearts of their audience, making them brand loyal and proud to be affiliated with this brand. It’s authentic branding and marketing at its best.
What do you want your brand to be known for? Make sure it ties in with what your company does and it’s not a tangent out in left field and you’ll hit the nail on the head!
07 – APPOINTED.
Appointed is an American-made brand of thoughtfully designed desktop products that make utility feel luxurious. (That’s part of Appointed’s positioning and mission statement done so well!). Everything about this company and their brand is done well.
Their messaging is on point – click through to their homepage here and you’ll see what I mean. They are positioning their well-known notebook products in a new way based on the season we’re in (which right now as I write this is summer):
“Introducing The Destination Collection – Featuring two new formats inspired by summer adventure.” They go on to describe their new products as “pocket-friendly adventure planning with flexible interior layouts and fresh, summery colors.”
And, if you order from them, the experience doesn’t end on their beautiful website…the product arrives in the most beautiful packaging and design that it makes customers instantly feel like their lifestyle has been immediately elevated now that they chose to order and use these practical, yet gorgeous, products.
When it comes to your brand – whether it’s a product, service or experience – How can I elevate the delivery so my customer / client immediately feels _______ (fill in the blank with how you want your audience to feel). Is it accomplished / elevated / beautiful / smart? You decide what it is for your brand!
08 – REI
I’m adding REI to my list of brand examples because while it’s a similar reason customers love Dove, this brand really does stand out on its own. A majority of modern consumers care about and want to support brands with a purpose. This is why stepping back to understand why your company exists in the first place and the bigger picture purpose of defining why you care is so important…it leads to you being able to clearly communicate why your customers should care, too.
When it comes to REI, while they focus on outdoor gear for the outdoor lover, their bigger purpose and focus is on sustainability and the environment. Their purpose strikes a chord with their customers because how can they continue to enjoy the outdoors if we don’t take care of our environment? REI has made this part of their mission and their audience loves it because their values are truly aligned.
When you think about the purpose of your brand, don’t just add something to add something…ensure that what you’re talking about is authentic to what your brand truly believes in and is in alignment with what your customers value, too.
09 - NIKE
The true branding genius of Nike is understanding the psyche and human desires of its customers and positioning their products to speak into those desires and ambitions. We all know their famous tagline – Just Do It. Just think about how incredibly insightful that tagline is, though.
They’re not talking about running shoes, or yoga pants, or workout gear to sell you on what they offer. They know that sometimes their customer is at war with their inner voice – should I work out, can I motivate myself to put on my running shoes and get out on the roads today? They’re whispering back to their customer – Just Do It. It flips the switch in their brain to instead think – if I just do it, I’ll feel better that I did it. If I just do it, it’ll be easier to do it again tomorrow.
This is why I’m always drilling the point to understand your ideal client – their pain points, their goals, their ambitions and yes, even their mindset. By knowing more about what your people are going through, you can position your brand and inspire them with a tagline that truly motivates and resonates.
10 – LuluLemon
This brand tends to be a millennial favorite. It really started the athleisure trend and the reason Lululemon made my list is because I’ve seen the power of grassroots marketing and brand positioning with their audience in the genius of their brand ambassador program. Lululemon seeks out influencers in each market. They woo them, vet them, get to know them and then create a big deal about signing them as a brand ambassador.
The difference between Lululemon’s brand ambassador program and others I’ve seen is they really have done their homework and aren’t just spamming accounts on Instagram saying “sign up.” They understand their brand and who it’s for so well, that they become friends with potential brand ambassadors, those that fit their values, that wear and use their workout wear, and who are themselves ideal clients.
Deploying a brand ambassador program is a great idea for your own brand – think about what would be enticing to your ideal clients to shout about you from the rooftops and put together an intentional program with incentives that makes sense and comes from an authentic place.
To sum up, these are 10 brands who have developed their brand strategy & who communicate it and implement it well to position their brands with their audience. Choose 1-2 things you loved from a couple of these brands and see how you might implement it with your own spin for your brand!
And, if you want to dive deeper with me, join me every Thursday in The Brand Building Entrepreneur Facebook group where I do live branding trainings weekly!