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6 Examples of Great Brand Strategy Case Studies

What is Brand Strategy?

The term brand strategy relates to the methods a brand will use to market its products or services to consumers. It focuses on how they present and position themselves in the market. There are several strategies a brand can use and here are some of the biggest.

Company Name

This is where a brand will focus on marketing their company/brand name as a whole. They don’t focus on any specific element of their brand, services or products. Their goal is to improve brand awareness through marketing their name alone.

Individual Branding

This is where a brand will focus on a specific element of their brand. This could range from an individual product to a service, or even a person. This form of branding moves away from overall brand marketing and narrows its focus towards a specific element.

Attitude Branding

This is where the brand markets the idea or emotion behind their brand rather than the name or product. A brand will align itself with this idea, emotion or feeling and market their association with this factor.

Brand Extension

Brand extension is when a brand markets a sub-brand rather than the overall parent brand. Many big brands are owned by even bigger brands, but they don’t market the larger parent brand.

Private Label

Not all brands or companies create their own products. The term private label refers to products that are produced for multiple brands from one creator. Private labels offer an in-house version of commonly produced products, and a brand can market this as a lower price alternative, for example.

Brand Strategy Case Studies

There are many successful branding case studies we could use to explain each element of a brand strategy. However, we believe these 7 examples help explain the power and benefits of brand strategy well.

Red Bull – Company Brand Name

Red Bull is somewhat of a powerhouse in the world of brand marketing. Their company-based brand marketing strategy is one of the most complete but does require a lot of budget. Running F1 teams and sponsoring extreme sports athletes doesn’t come cheap but it can lead to virality.

What Has Red Bull Done?

Red Bull has always known their target market and have found a way to communicate with them. Their initial brand marketing involved finding out where their target market would hang out and hand out free products: increasing brand awareness and word-of-mouth exposure.

Now, with a much larger budget, they still perform the same style of marketing. They know where their target market will be online or what sports they enjoy and position themselves there. Be it an F1 race or an 18 year old university student looking at skydiving content on YouTube.

What Can We Learn From Red Bull?

Understanding your target market will help you position your brand correctly. Their brand is so well known most will associate it name with their favourite sport before a canned energy drink.

Apple – Individual

Apple has always pushed their products before their brand name. Hosting large expos to launch a new product and advertising their latest phone before looking to raise brand awareness. The ‘Shot on Iphone’ ad campaigns are a great example of their marketing efforts pushing the quality and ability of their products.

What Have Apple Done?

Apple focuses on the consumer within its marketing efforts and aligns this with their product. Their push towards innovation is clear from their slogan ‘Think Different’. They look to expose their product strengths and do this through TV advertising and tech influencers.

What Can We Learn From Apple?

If we’re looking to market an individual part of our brand, like a product, it’s important that we first understand the benefits. By understanding the benefits we can market these and draw attention to the selling factors. Ensuring the individual element embodies the overall brand message.

Air Jordan – Brand Extension

One of the most recognisable brand extensions is Air Jordan. A sub-brand of Nike, Air Jordans have become some of the most successful and sought after shoes in the market. They currently sell somewhere around $5 billion worth of shoes each year.

What Have Air Jordan Done?

Nike aligned their product with an up and coming basketball superstar. They also moved away from the Nike brand name as, at the time, it wasn’t ‘cool’ within the basketball scene. By focusing on the brand extension, Air Jordan, they were able to market it alongside the athlete.

What Can We Learn From Air Jordan?

Brand extensions don’t need to follow the same brand message as the parent brand. They can be unique and move away from what would be expected of the parent brand, giving them freedom to push in other directions to reach a wider potential customer base.

Aldi – Private Label

Aldi is a European supermarket that has found great success with their private label range. In fact, 90% of Aldi’s products are private label and, as the majority of their products are in-house, they’re able to control price and availability. This flexibility gives them an edge over their larger supermarket competitors.

What Have Aldi Done?

Aldi have run a number of brand marketing campaigns, however, their focus on the quality of their private label stands out. The ‘I also like this one’ campaign is a great example of how they compare themselves to others in the industry. Backing it up with consumer data, they are able to stand out as just as good but less expensive.

What Can We Learn From Aldi?

If you’re a private label brand, it’s important to know your strengths and weaknesses. Perform market research to gather relevant data and market using this information. Part of the 4 Ps of marketing is ‘price’, so it’s important to consumers that the price is competitive.

Jeep – Attitude Branding

Jeep brand themselves alongside the idea of adventure. Jeep’s marketing campaigns are all focused around the idea of the car being a tool to achieve adventures. This is a great example of how a brand can align themselves with an idea and brand the idea with the product.

What Have Jeep Done Well?

Jeep have understood their target market and have in some ways built their target market around their products. They have positioned themselves through advertisement and product placements to be recognised alongside an attitude.

What Can We Learn From Jeep?

Marketing and branding doesn’t always have to be about yourself. Branding can be an idea that you and your products envelop. Marketing this idea can associate you with that idea. You are therefore no longer just Jeep, you are the adventure car.

Enhancing a Brand Strategy

Not every brand is the same and not every strategy works for every brand. It’s important to understand who you and who your customers are before you develop a brand strategy. Knowing this will give you the best chance of success when launching a new campaign.

For more help and support in creating a brand strategy for your business or company get in contact with Fellow. You can also view our brand strategy page here.

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9 Inspiring Brand Strategy Examples (Must-See Case Studies)

Looking for must-see brand strategy examples to inspire your branding project? 

This article has you covered. Brand success isn’t a fluke. The most loved brands in the world, led by forward-thinking  brand strategists , all follow similar methods and patterns that lead to success. The more you study what brand success looks like, the easier you can reverse engineer the patterns to see the blueprint. In this article we’re breaking down 9 inspiring brand strategy examples, giving you a blueprint for success you can apply to your branding projects.

What Is Brand Strategy?

At its core, a brand strategy is a long-term plan that outlines how a brand will achieve its specific goals. 

It’s a blueprint that guides the brand’s decisions, from product development to marketing campaigns, ensuring that all aspects of the business align with the  brand’s position , message, and ultimately its goals. A successful brand strategy encompasses everything from:

Effective positioning in the market

A unique brand personality and verbal identity

An effective communication framework to inform the market

A visual identity that aligns with its personality and position

What makes a brand strategy so pivotal? 

In a nutshell, it provides internal clarity amongst the leadership and personnel, and external clarity in the market about who the brand is, what it stands for, and the unique value it offers. 

A well-executed branding strategy can make a significant difference in a company’s success by giving it a clear  brand voice , making sure people recognize the brand and stay loyal to it, boosting sales and customer interaction, and making the business stand out in its industry.

Why Brand Strategies Are Vital for Business Success

Successful businesses often acknowledge brand strategies as their vital force. 

They set the investment and business goals, customize marketing efforts, create a more unified brand, differentiate it from competitors, gain trust and loyalty from customers, expand the business, determine its market position, and establish credibility with customers.  T ruly, a well-thought-out brand strategy provides a strong foundation for a successful business.

Additionally, a well-planned brand strategy plays a key role in customer acquisition and retention. It:

Builds trust and credibility

Makes your business stand out from the competition

Draws in customers with its unique identity

Sets up a solid customer base with targeted messaging, consistent branding, and high-quality content.

A  memorable brand tagline  can be a powerful tool in communicating your brand’s essence, values, and brand message.

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The benefits of a well-defined brand strategy.

Think of a  well-defined brand strategy  as a beacon guiding your audience towards your brand, and providing them with a compelling reason to choose you over the rest. It helps to:

Give direction to every part of your business

Gain internal and external clarity

Differentiate and define a competitive edge

Define a unique method to communicate to the market

Define the messages and stores to shape the market perception

Design a visual identity that resonates

Understanding and targeting your target market is a crucial aspect of a successful brand strategy.

A robust brand strategy also differentiates a brand from its competitors, builds customer loyalty, and allows it to charge higher prices for its products or services. 

This is achieved by understanding the brand’s audience, maintaining brand consistency, and delivering on the brand promise.

When a brand has a solid strategy, it creates strong loyalty and keeps customers coming back, which is much more beneficial than constantly trying to attract new customers.

9 Successful Brand Strategy Examples (+ Positioning Ideas)

Now, let’s examine some of the best brand strategy examples through practical case studies. We’ve handpicked nine brands to explore their unique brand strategies in depth. These brands are:

Patagonia: Sustainable, Outdoor Apparel

Warby Parker: Affordable, Designer Eyewear

Lush Cosmetics: Ethical, Handmade Beauty

Lego: Creative, Educational Toys

Spotify: Streaming, Music Discovery

Peloton: Interactive, Fitness Technology

Ben & Jerry’s: Socially Conscious, Ice Cream

Allbirds: Eco-Friendly, Comfortable Footwear

GoPro: Durable, Action Cameras

Each brand offers a unique perspective on how to craft a compelling brand strategy that resonates with its target audience, drives business growth, and cements its place in the market.

They’ve navigated the complexities of the market with their distinctive brand strategies, carving out unique brand identities that resonate with their respective audiences.

Let’s delve into each of these brands to understand their strategies more comprehensively.

#1. Patagonia

Patagonia is a brand that wears its heart on its sleeve. Its brand strategy revolves around a purpose-driven approach, focusing on sustainability and the promotion of used Patagonia goods. 

The brand’s purpose is to save our home planet, a mission that is reflected in its commitment to offering high-quality, sustainable outdoor clothing and gear.

Patagonia’s brand strategy is more than just a business model; it’s a  statement of its values .

The brand uses its platform to advocate for environmental good, attracting a loyal customer base that shares its ethical concerns and values. It’s a great example of how a brand can use its influence to make a difference.

#2. Warby Parker

Warby Parker  is a brand that sees beyond the product.

Its brand strategy is all about the lifestyle and experience it offers. Warby Parker has disrupted the eyewear industry with its direct-to-consumer business model, using technology to cut out middlemen, lower costs, and offer affordable, high-quality eyewear.

In addition to their innovative business model, Warby Parker also places a heavy emphasis on the customer experience.

They offer free shipping, free returns, and super-friendly customer service. This customer-first approach sets them apart in the industry and forms a fundamental part of their brand strategy.

#3. Lush Cosmetics

Lush Cosmetics  has turned the beauty industry on its head with its customer-centric and ethical approach to cosmetics. Their brand strategy is all about:

Putting the customer first

Aligning their products with the needs and values of their customers

Meeting customer needs with their fresh, ethical products

Focusing on selling the right products to the right customers.

This customer-first approach goes beyond just selling products. Lush Cosmetics builds strong relationships with their customers, understanding their needs and wants, and providing products that not only meet these needs but also align with their values and beliefs. 

This level of customer understanding and engagement forms the core of their brand strategy, setting them apart in the beauty industry.

Lego’s brand strategy  is built on a foundation of creativity, imagination, and learning through play. The brand’s purpose, to inspire and develop the builders of tomorrow, is a testament to its commitment to fostering creativity and learning in children (and adults).

Beyond just creating toys, Lego has positioned itself as a brand that encourages imagination and creative expression.

Whether it’s through their classic brick sets or their digital games, Lego consistently provides products that inspire creativity and promote learning through play. This focus on creativity and learning forms the cornerstone of Lego’s brand strategy, making it a beloved brand worldwide.

#5. Spotify

Spotify has redefined the way we listen to music and podcasts with its brand strategy. 

Its mission to connect the world through music and podcasts is embodied in its innovative platform that allows users to stream a vast array of audio content anytime, anywhere.

In addition to providing a platform for users to discover and enjoy music and podcasts, Spotify also supports creative artists, giving them a platform to share their art and make a living from it. 

This blend of user-centric and artist-centric approaches forms the core of Spotify’s brand strategy, making it a leader in the audio streaming industry.

#6. Peleton

Peloton has revolutionized the fitness industry with its brand strategy. They are committed to providing a premium and immersive fitness experience at home that combines the energy of a live class with the convenience of an at-home workout.

Their brand purpose is to use technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime.

Peloton’s innovative approach to fitness has not only disrupted the traditional gym model but has also created a new category in the fitness industry. Their unique blend of high-quality equipment, live and on-demand classes and an engaged community forms the core of their brand strategy, making them a leader in the at-home fitness market.

#7. Ben & Jerry's

Ben & Jerry’s is not just an ice cream brand; it’s a brand with a heart. Their playful and socially conscious brand strategy combines delicious ice cream with a commitment to social justice. 

The brand’s purpose is to make the best possible ice cream in the nicest way possible, a mission that is reflected in its commitment to quality and social justice.

Ben & Jerry’s brand strategy goes beyond just selling ice cream. 

They use their platform to raise awareness about social issues and push for change.

This commitment to social justice, coupled with their high-quality, delicious ice cream, forms the core of their brand strategy, making them a beloved brand worldwide.

#8. Allbirds

Allbirds is a brand that believes in simplicity and sustainability. Their  minimalist brand strategy  focuses on creating comfortable, stylish footwear using sustainable materials. The brand’s purpose is to create better things in a better way, a mission that is embodied in its commitment to sustainability and simplicity.

Allbirds’ commitment to sustainability is not just a marketing gimmick; it’s a core part of their brand strategy.

They use natural and renewable materials like merino wool, eucalyptus tree fiber, and sugarcane-based SweetFoam for their shoes.

This commitment to sustainability, along with their minimalist design aesthetic, forms the core of their brand strategy, setting them apart in the footwear industry.

GoPro is a brand that celebrates adventure and authenticity . Their brand strategy encourages users to:

Capture and share their most meaningful experiences

Help people celebrate their lives' most meaningful experiences with others

Create durable, high-quality cameras for adventure and action photography

This mission is reflected in their commitment to creating durable, high-quality cameras for adventure and action photography.

GoPro’s brand strategy goes beyond just selling cameras. They encourage their users to capture and share their experiences, creating a community of adventurers and explorers.

This focus on user-generated content and community forms the core of GoPro’s brand strategy, making it a leader in the action camera market.

7 Key Elements of Effective Brand Strategies Illustrated

While brand strategies might seem complex and multifaceted, they can be distilled into key components that contribute to their success. Each element plays a crucial role in shaping the overall strategy and influencing the brand’s success. 

These elements include:

Audience Persona

Competitive Analysis

Brand Positioning

Brand DNA & Promise

Brand Personality & Verbal Identity

Brand Messaging

Brand Storytelling

Brand Name & Tagline

Visual Identity

Among these elements, brand positioning is particularly important as it helps a company stand out from competitors, get more people to know about the brand, make it clear who the brand is for, and explain why the company is the best choice for the target audience. 

Another crucial element is the brand’s personality, which affects how consumers see and feel about its products, services, or mission. 

This personality shines through in the brand’s tone of voice, core values, beliefs, and visual identity, and influences all aspects of brand design and messaging.

Brand Archetypes and Personality: Examples in Action

Much like humans, brands possess personalities that are based on human characteristics.  Brand archetypes  are a useful tool in brand strategy to help shape the brand’s character and keep its image consistent. 

Here are the 12 archetypes:

The Magician

The Everyman

The Caregiver

The Creator

The Innocent

The Explorer

There are many great examples of brands that represent these archetypes to create compelling brand personalities that resonate with their target audiences 

Such as Harley Davidson as the Outlaw or GoPro as the Explorer.. 

Old Spice: A Study in Successful Brand Repositioning

Brand repositioning signifies a strategic shift where a brand alters its market positioning fundamentally. It can involve a change in target audience, brand personality, or brand promise. A prime example of successful brand repositioning is Old Spice. Old Spice underwent a major rebranding that completely transformed its image and target audience.

Old Spice was originally perceived as an old-fashioned brand, associated with older men and traditional values.

However, through its rebranding strategy, Old Spice transformed its image to appeal to a younger, more modern audience.

The brand launched the ‘Old Spice Swagger’ campaign, which brought humor and charm to attract a fresh set of customers. This campaign boosted sales by four times, marking a significant success in the brand’s repositioning strategy.

Brand strategy weaves together a complex array of elements to create a compelling story. It’s an art form that requires a deep understanding of a brand’s purpose, target audience, values, and vision.

It’s a strategic tool that can make a significant difference in a brand’s success, influencing everything from brand recognition and customer loyalty to sales and market position.

The examples we’ve examined underscore the potency of a thoughtfully executed brand strategy. Whether it’s Patagonia’s commitment to sustainability, Warby Parker’s innovative approach to eyewear, or Old Spice’s successful rebranding, these brands have demonstrated the impact of a robust brand strategy. 

They have shown how differentiation, a strong narrative, and a commitment to building a community can result in a strong brand strategy that resonates with customers and stands out in the market.

Key Takeaways

A strong brand strategy is integral to a company’s success, helping to build a distinct and consistent brand identity that resonates with the target audience and fosters customer loyalty.

Brand strategies often hinge on core values and customer engagement, as illustrated by businesses like Patagonia’s dedication to sustainability and Lush Cosmetics’ focus on ethical products.

Effective brand strategies employ elements such as knowing the audience, strong values, a unique voice, and emotion to differentiate themselves in the market, as seen with Warby Parker’s customer-centric approach and Spotify’s support of artists.

Frequently Asked Questions

What is an example of a branding strategy.

A great example of a branding strategy is Starbucks writing customers’ names on coffee cups, which has become a defining feature of the brand and generated significant social media engagement. Another example would be a car manufacturer launching a lawnmower company under the same brand name to leverage its established reputation.

What are the 4 types of branding strategies?

The four types of branding strategies are: line extension, brand extension, new brand & co-branding.

What is Coca-Cola’s brand strategy?

Coca-Cola’s brand strategy focuses on positioning itself as a symbol of happiness, joy, and togetherness, creating emotional appeal for consumers.

How do you write a brand strategy?

To write a brand strategy, consider your overall business strategy, identify your target clients, research your target client group, and develop your brand positioning. Then, focus on developing your messaging strategy, name, logo, tagline, content marketing strategy, and website to effectively communicate with your audience.

What is a brand strategy?

A brand strategy is a long-term plan that guides a brand in achieving its goals by aligning all aspects of the business with its purpose, vision, and values. It’s like a blueprint for the brand’s decisions, from product development to marketing campaigns.

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A Complete Guide to Branding with Examples and Case Study

In our modern, ever-connected world, the brand conversation grows larger and hazier with every passing day, and products are never just products anymore. Starbucks is more than coffee. BMW is more than just a car. Rolex is more than just a watch.

Interacting with these products provides experience, and we buy them because of that experience. By combining elements like logo, design, mission statement and a consistent theme throughout all marketing communications, branding aims to create a strong and positive perception of the company and its products. It’s the DNA of any business. Not having a solid brand identity leaves you out of the game; it is what can make or break your business. It tells your customers and clients who you are, what you are about, what they can expect from you and why they should work with you. The uniform brand presentation has been seen to increase revenue by 33%. 

Why does branding matter now more than ever?

We live in an era of choice; better products emerge every minute and they are just a click away. Yet, some companies manage to take a considerable market share and even dominate entire industries. What all these companies have in common is an authentic brand that communicates their values in a consistent way that builds deep connections and trust.

With branding consistency, you can generate trust with consumers and become a name that people remember when deciding what to buy. Consider well-known companies like Adidas, Lego or L’Oréal . What do we remember about these brands? 

From the moment you see someone wearing an Adidas shirt, it’s hard not to think of sports-related phrases like “buy high quality products” or “amazing athlete.” The company has managed to tie its logo into these connotations in such a way that when people spot one of these shirts on another person they immediately associate them as being athletic and fashionable at once! . These businesses are easily recognized because they have maintained a consistent brand (and offered a product that consumers wanted). 

But customers don’t just recognize these brands – they also trust them. And you may wonder why that is. Well, when you buy Adidas sneakers you know you invest in high quality footwear that are also comfortable and durable. This type of consistency is what keeps customers coming back. 

“Your brand is the most important investment you can make in your business.” 

• Steve Forbes

A step-by-step guide to branding for your business

Branding is an ongoing process. Companies often strive to eliminate unnecessary spending on branding strategy as they focus on short-term results. However, that tactic inevitably leads to the need for rebranding at a later phase.

While building your brand is time-consuming, understanding the various stages of brand development will help you minimize your effort and increase productivity. Following this step-by-step guide will help you understand and implement the key elements. 

1. Brand Strategy 

A brand strategy outlines everything your brand needs in order to exist, from how it should be shared and discussed to what guidelines the team should follow as it grows. Your brand strategy will help you define what sets your brand apart from the competition and how you want your audience to perceive you. It encapsulates the problems you are trying to solve in a way that instantly resonates with those who face them. The brand strategy is usually developed at the beginning of a brand’s journey, before planned growth or just before a rebrand. 

Brand strategy workshop 

The best way to develop a brand strategy is in collaboration between the designer and the client (business owner/decision maker). Organizing a workshop is a critical aspect that will allow you to shape the purpose and values of the brand, future goals and character. Usually, a successful workshop will take up to 3 hours and includes branding specialists, on one hand, and stakeholders, CEO and/or founders, on the other hand, as participants. For example, you can bring all the decision makers in one room together (or on a conference call) and document everything in a visual way for everyone to be able to see it. The workshop consists of a series of exercises that will help you to uncover key insights about what makes your brand unique in the eyes of the customers.

The workshop will help you clarify who your brand is, what it does and why it matters. Moreover, you should figure out your brand voice or how you express yourself and talk about who you are. Remember that each brand’s voice is different, thus making yours unique. A brand voice is the personality that a brand projects to its audience. This can be through the use of language, tone, and style. For example, a company that sells sneakers will adopt a voice with more urban slang than a company that sells high luxury jewellery. Your brand voice must run consistently through all your communications channels (social media, email, website, advertisements, blog posts etc.). Once you own your brand voice, you should set the practices that define how your company will deliver its value proposition. Determining this standard is vital so customers can easily recognize its identity whenever the brand positions itself. Based on the tone of voice, language and core values, companies can define a unique way to communicate their ideas to their customers.

Market research and competitor analysis

Market research blends consumer behavior and economic trends to improve your business. It is vital to understand your consumer base from the very beginning. Gathering demographic information like age, wealth, family, interests or anything else relevant to your business can help you understand your opportunities and limitations for gaining customers. 

At the same time, competitor analysis helps you learn from businesses competing for your potential customers. This is crucial to defining a competitive edge. A competitors analysis is a strategy that demands researching major competitors to acquire insight into their products, sales and marketing tactics. Executing more robust business strategies, averting competitors and capturing market shares are just some of the few benefits of doing a competitors analysis.

Creation of the brand strategy

The brand strategy workshop, the market research and the competitor analysis will help you answer the following questions:

• Why do we exist? – Purpose Statement 
• What kind of future do we want to help create? – Vision Statement 
• What are we here to do? – Mission 
• What fundamental principles will guide us? – Brand Values 
• What is the distinct personality you take on in your communications? – Brand Voice  
• How does your brand speak? – Brand Messaging 
• What is the fictional representation of your ideal customer? – User Persona 
• What image do you want to establish in a consumer’s mind? – Market Positioning 

Now that you have determined the pillars of your brand, you know who you are and how you want to position your brand on the market.

By processing the results of the branding workshop, the market research and the competitors analysis, you will be able to create a cohesive branding strategy that will guide all future decision-making.

2. Logo Design 

Your logo would probably be one of the people’s first interactions with your business. A suitable logo should indicate feelings of honor, trust, excellence and integrity. It should express a series of virtues and values without saying a word. It should bring a sense of connection between the consumers and the brand, establishing a bond between the company and its community. A logo is not just about how it looks but also how it attracts attention from consumers. 

Your logo is important because it communicates ownership, quality and values. It’s imprinted on your product, business card, website, social media and most importantly, in the minds of your customers. 

Design a strong logo to stand out to customers, ensuring they remember your brand whilst nurturing positive associations with you. Logos have a deep and symbolic tie connected to people’s memories and emotions. An important component is the colors of your logo. If you’re a company that sells toys for kids you might want to choose bright, vibrant colors that communicate energy, fun, and excitement.

The logo of the globally renowned sportswear brand Adidas is one of the most instantly recognizable designs in the world. And yet, despite its ubiquity, the logo has a relatively simple meaning. The three bars that make up the logo represent a mountain, which symbolizes the challenge that every athlete faces when striving to reach their potential. The logo also includes the brand name, written in a font that is designed to evoke movement and energy. Taken together, these elements convey Adidas’s core values of challenge and progress.

Your logo needs to do the same for your company over time.

3. Brand Identity 

Brand identity is the collection of all the visible elements a business creates to present the right image to its customers. Elements of brand identity include color, typography, iconography, imagery and decorative elements. Building a brand identity is a multi-disciplinary strategic effort, and every included element needs to support the business’s overall values, message and goals. Below is an overview of each element of brand identity. 

Typography 

Typography starts with the logo design and is an extension of your logo. Typography is now more important than ever because people consume words from multiple channels. With that in mind, something that works on your packaging, for example, may not work well on your website, so it’s important to consider how your typography fits your brand and the many applications it will be used for. 

Color palette

Your color palette will already be defined in your logo. Think about the impact that color might have on your brand. Tiffany’s has done an excellent job incorporating its trademark color; customers automatically recognize the company before noticing the logo. Review some fundamental concepts of color and emotion before determining which colors best express the emotion you want to evoke. A brand’s color palette might range from three to eight colors: 1 main color, 2 primary colors and 3 to 5 complementary and accent colors. Choose color palettes that set you apart from competitors to prevent misleading customers. Experiment with shades and tones; don’t be afraid to play with colors.

Decorative elements

Decorative elements include the shapes, styles, layout and all the other details that make your brand stand out. It is vital that the elements, not just the one present in your logo, but also the shapes on your website, background, layout design, packaging, business cards, and other stationery, are consistent. 

The images you use in your brand identity can turn heads, turn people off or make no impression at all. And just like any other aspect of your brand, your imagery will evolve over time as trends, technology, and habits change. Nevertheless, setting a standard to stay consistent with your brand image is important. 

For example, do you want to embrace an illustrative style or prefer to use photography? If you want illustrations, you can specify what type of illustration speaks more to the audience and fits with your brand identity. If you want photography, you should ask yourself, are you okay with using stock photos, or do you want to use original images? 

Defining your brand’s imagery is helpful for your team as well. It will guide searching for new photos or when they need direction or inspiration for UX/UI design. 

Iconography

Iconography covers all the symbols on your website, social media and across your marketing paraphernalia. When used correctly, they are highly effective in a way to relay big ideas without using a single word. Icons can be extremely useful in branding, especially in an image-based world as we live in now. Every icon should share a similar style, shape and structure to unify your communications and contribute to a consistent brand experience.  

Branding Case Study – Cannabis Doctors 

Cannabis Doctors, a new digital platform created to help patients in Germany receive medical cannabis, wanted a brand from scratch as they designed the new digital platform to help patients in receiving medical cannabis therapy. Although medical cannabis treatments have been legal in Germany since 2017, and there are currently over 100,000 people there who benefit from it, this is still a delicate subject that needs to be handled with caution. 

At TrueNode, our task was to create a brand that was convincing to patients seeking to receive medical cannabis treatment while also conveying the seriousness required in the communication of a cannabis-related topic.

In this project, we created a branding strategy based on extensive research that our team had already done in the process of validating the product. The research included benchmarking, competitor analysis, interviews with cannabis doctors and patients and general research on the topic. 

Through a workshop with the client we defined the company’s values, primary and secondary messaging, brand voice, vision and mission statement.

The brand strategy focused on showing that the business was trustworthy, caring, and dedicated to offering its patients the most significant medical cannabis treatments. We created their brand identity and provided them with a logo, brand guidelines, and website UI design .

When creating the logo, our designers chose two semicircles to symbolize the letters C and D in “Cannabis Doctors”. The vibrant accent colors from the trademark palette are carried by geometric shapes. This creates a welcoming and approachable atmosphere combined with the curves and the curved semicircles. It can also be used as a decorative element and to make patterns.

Do you need professional branding?

Building an outstanding branding strategy is not an easy task to do. However, getting help from experts may be very helpful. Contact us to help you build and transform your brand. With our forward-thinking, and unique taste and style the approach we have is both creative and analytical.

UX Research is Critical for Product Success: Cansu Kıpırdı, Senior Product Designer & Team Lead at TrueNode

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Millennial Branding for a Boomer Product: A Branding Case Study

Millennials are tough customers, especially for products they associate with their parents’ lifestyles. This branding case study shows how an old-school item can appeal to Generation Y in an authentic way.

By Beatriz Garcia de Prado

Beatriz is a designer and art director with extensive experience in digital product design and leading global design teams. She specializes in leveraging user personas, customer journeys, and user story mapping to create products that resonate emotionally.

Previous Role

PREVIOUSLY AT

Millennials aren’t killing product categories. Entering adulthood during one of the most economically tumultuous decades since the Great Depression means they demand much better reasons from brands than their parents did to part with their hard-earned cash.

Millennials tend to have smaller homes than their parents and less disposable income . They tend to be more environmentally conscious and more waste-averse. They tend to prize experiences over possessions. Fine china and formal dinner parties for 12? They’ll pass .

That doesn’t mean millennials don’t entertain anymore, though, or don’t want nice things—just that their priorities have changed. Attracting them to a high-end housewares product they may not have even considered purchasing requires a deft touch.

Toptal designer Beatriz Garcia de Prado is an expert in UX/UI design, as well as an art director, and she brought all of these strengths to bear on her family’s tablecloth business based in Spain. The company, Prado y Barrio, manufactures and sells designer tablecloths aimed at younger adults who want to elevate their dinner-party game in an authentic-feeling way.

Toptal spoke with Garcia de Prado about how she created a branding strategy for her business with an eye toward the sophisticated millennial home entertainers the company aims to reach.

Let’s start by talking about the origins of the brand. Where did the idea come from?

My friends and I love to gather in each other’s homes to share good home-cooked food, good wine, and what we call in Spain the “sobremesa,” which means sitting around a table after a meal to talk and enjoy each other’s company. While some of us did choose to invest in nice tableware, nobody used tablecloths except me. There just aren’t a lot of choices that resonate with millennials.

That became our brand slogan: “Basta ya de manteles que no nos representan” or, in English, “No more tablecloths that don’t represent us.”

What was your branding strategy?

Our target audience is millennial consumers, but our research showed that the typical buyer of fine table linens is older and wealthier. Our challenge was to develop a bold, rebellious brand that appealed to Gen Y buyers without alienating these older buyers who might also like our designs.

The key to doing that successfully is contrast .

For example, consider Chanel’s decision to use the actress Kristen Stewart as a brand ambassador . The contrast between Chanel’s reputation as a classic, century-old luxury brand and Kristen Stewart’s reputation as a young Hollywood rebel makes Chanel feel relevant to today’s edgy young fashionistas.

By combining contrasting elements, we can create a more complex whole.

How did you apply this idea of contrast in the development of the brand?

We combined bold, sober typography with soft, youthful pastels. Fonts with thin, black letters evoke sophistication, elegance, and refinement, while the pale pastel backgrounds suggest childhood, playfulness, and a relaxed Mediterranean lifestyle. For even greater contrast, we use thick black-and-white border elements. Together they help tell the story that Prado y Barrio is the brand that young, chic home entertainers were missing.

This visual language not only appears throughout our website and e -c ommerce shop —as well as our social media assets—it is also reflected in the product itself.

Products are crucial carriers of the brand. How did you incorporate that visual language into your linens?

Our goal was to create a strong, consistent style that was recognizable without the need for a logo.

I work in UX and UI, so naturally, I applied design thinking to understand how our customers would use the tablecloths and what they would expect from it when they set their table. A tablecloth is rarely the only thing on the table, and people who are willing to pay for fine linens are likely to invest in good tableware, too. You want to make sure the tablecloth doesn’t compete with those other elements.

We currently offer four designs for our tablecloths and matching napkins, each reflecting a seasonal theme and featuring images of Spanish wildlife and culture. The Spring design evokes Seville’s Feria de Abril, with Andalusian horses and orange tree branches. The Summer pattern is inspired by the Mediterranean coast, featuring bougainvillaea, lobsters, and seashells. Fall is reflected by the Iberian stork and cherries, while Winter features the Iberian lynx and pine boughs.

Even though the main colors are different, each version features a distinctive black-and-white chevron pattern around the border and a unique animal emblem in the center, unifying the collection. The rest of the space is nearly solid, with just a subtle but noticeable pattern to create additional interest.

So we focus the bold design elements around the borders and in the center. The result is distinctive without overwhelming the rest of the table.

Sustainability is a core feature of the brand. We use organic and recycled materials for everything from the tablecloths to the stationery to the packaging, and all of the components are sourced right here in Spain, which reduces the carbon cost of transport.

We also strive to be a socially conscious brand. Another reason we source everything from Spain is because it’s easier for us to verify the ethical production of the materials we use. For the manufacturing of the linens, we contract with a Spanish workshop that employs women at risk of social exclusion due to past life challenges.

These are both very important to millennial consumers, as well.

How does the brand inform your social media strategy?

Our primary channel is Instagram, because that is where millennial women hang out . It’s also a great fit because it’s an ideal format to showcase well-crafted products with a strong visual language.

There’s often a temptation to style your Instagram grid with horizontal groups of three. But it’s very easy for those groupings to get unaligned when you add a new post, so we just alternate between a product display and an image framed by the bold black-and-white border. That makes it easier on us and keeps the grid looking great.

For the posts themselves, we keep using the same soft color palette, sophisticated typeface, and easygoing tone of voice that we use on our website—the same ingredients but in a different channel. We are making an extra effort to foster engagement, so once a month we go live on Instagram with recipes, design tips, and table-setting ideas.

What was your e-commerce branding strategy?

With such a limited product line, creating an enticing web storefront was quite a challenge. When we think of e-commerce, we typically think of pages full of different products or styles that you can sort and filter through. When you only have four designs of the same item, however, it becomes difficult to create a sense of abundance.

With our site, the hero image is a slideshow GIF showcasing each of the four designs in turn to avoid creating a hierarchy, along with the sentence “Manteles de Autor” (or “Designer Table Linen”). Below the image is a clear call to action and a price reference. This immediately gives the visitor everything they need to know about what is available.

The site uses vertical scrolling. To display only four products with some interest, I’ve created a universe around each product and made them unique by setting them off with different colored backgrounds, which creates a sense of difference between them. Instead of watching the same product scroll by four times, each product is unique and interesting itself. I’ve alternated copy and images to create a dynamic feeling and strong storytelling that doesn’t just display the products but also enhances brand awareness.

I use a collage style to create a sense of abundance. We have only one product, so I’ve mixed lifestyle images, product images, animated GIFs, and creative and informational microcontent . That together creates a dynamic view and makes each product more interesting. It tells a story.

Finally, the site is not only optimized for mobile, but it was designed mobile-first—a must for reaching millennial shoppers.

Remember: Lifestyle, values, identity matter

Millennials often get blamed for killing a product category, but the truth is that they’re just demanding a lot more from brands than the generations that came before them. Today’s brands need to show how their products are relevant to a variety of consumer profiles and how those products align with their values and identities. Embracing contrast can help businesses market products to millennials they might not have otherwise considered.

Further Reading on the Toptal Blog:

• What Is Branding? Everything Is Branding.
• Prominent E-commerce Trends and Their Influence on Design (with Infographic)
• The Ultimate Guide to E-commerce Website Design
• The Dos and Don’ts of a Rebranding Strategy
• E-commerce UX: Essential Design Strategies and Principles

Understanding the basics

Why is brand development important.

A brand is the essential promise a company makes to its customers. It identifies the company, builds trust, conveys value, and inspires loyalty. Branding upholds that promise across all customer interactions: product, packaging, store, website, advertising, and more.

What are the four steps of branding?

To build your branding strategy: 1. Know your target audience. Look at demographics, research, and competitors. 2. Identify your unique selling proposition. 3. Define a company personality that resonates with your audience. 4. Make your brand easily recognizable and memorable with a logo or slogan.

What is important to know about e-commerce branding?

Your e-commerce branding strategy should mirror your other branding strategies. Keep the colors, typography, and voice consistent across all customer interactions. This will help build a strong brand-customer relationship.

• VisualDesign

Beatriz Garcia de Prado

Palma de Mallorca, Spain

Member since January 29, 2018

About the author

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Branding Positioning Case Study: How 5 Brands Tripled Leads/Sales

Today, we’re doing a branding case study on five different brands across Europe to see just how they  tripled their leads, conversions, or sales of their good and services , using excellent brand positioning strategies including:

These brands were able to achieve such success despite market hurdles, thanks to the help of top-notch branding agencies who are experts in various marketing and branding campaigns.

In this case study, I’ll give you insights into the different challenges that each brand faced, the specific solutions that their branding agencies offered , and the outcome of their respective branding efforts.

Hopefully, you’ll learn a thing or two that will help you improve your branding strategy; boost your brand identity, and reap greater results.

In this article

A Brand Name That Connects With Audiences

Breaking down stereotypes and bringing in new employees, dotting the ‘i’s and crossing the ‘t’s on a web page, renewing a brand’s purpouse for a global cause, introducing a brand mascot, key takeaways for your own brand identity.

Neinor Homes, a residential development company in Spain, was having trouble with their sales in one of their development areas in Las Rozas, Madrid – in which they have lots of competitors in the real estate market.

So, LOVE SEES IT , a branding agency certified by Sortlist, came up with the proposal to launch a brand positioning project that tugs at the heartstrings of the people who live in Madrid – position the brand in a wider scope to reach more audiences .

“We are not limiting ourselves to the area of influence as the competition was doing.”  – LOVE SEES IT

Their branding campaign is called “Adiós Princesa” (Goodbye Princess) which helped their target audience, who have grown so accustomed to their current neighbourhood, bid goodbye to their childhood streets and favourite squares; their past – positioning the brand in a way that appeals to the bittersweet sensation of leaving a familiar place. 

The branding campaign was able to convey that the brand understands how challenging it can be to leave a place full of pleasant memories, but it’s good to embrace changes, especially if it’s about leading a better life, such as relocating to an even better place – emphasising the quality brought by the product.

As the video gets widely shared by their target market – organically – they also directed them to a landing page where clients can choose to receive a customised farewell letter that they can use to create their own goodbye to their neighbourhood – helping buyers add a personal touch as they embark on their new journey. 

The result?

“The results were even better than expected, increasing sales of the development by more than 30%, reaching 10 homes sold in a week . Proof that when you bet on creativity, you always win.” – LOVE SEES IT

AFAS Software, a software development company in the Netherlands, is growing and in need of more employees, in a more efficient way. However, they are not having much success in their recruitment process due to some difficulties.

While AFAS is an exciting company to work for, and many people were applying, a significant number of applicants did not seem to have the right qualities to be considered .  Some applicants choose AFAS just because they are a “nice company.’ So, this was putting a lot of pressure on the capacity of the HR department.

There was a dire need to:

• find applicants who had better qualifications
• Eliminate the stereotype that working in an IT company is boring and that they should be “computer nerds” to qualify.

The recruitment communication was primarily company-driven and was almost the same as other companies. Thus, there was a need to invest in a branding campaign that would help the AFAS become distinguished.

So, Formatique , a branding agency verified by Sortlist, came up with a branding strategy based on the needs and desires of the target group – totally different from the brand positioning projects of other companies which only focused on what they have to offer to potential employees.

“Recruitment communication is often inside out. Companies talk about themselves, and often in an undistinguished way.” – Formatique

The branding campaign was called “What Drives You”, and resonates with every hard-working employee – the video assets and landing pages ultimately ask the target group what drives them to get a job and perform well in it.

AFAS and its branding positioning partners, Formatique, did research on the target group , especially on determining which universities and colleges have the most potential candidates, and conducted street interviews to make them into compelling video teasers.

They made sure that the “What Drives You” message was conveyed across all branding and marketing platforms and mediums of communication – videos, trade fair stands, photographs, newspapers, podcasts and decreased stereotypes towards an IT company by showing the target group that a software company does not only employ “computer nerds” but also people from a wide range of expertise, such as creative marketing, finance, and sales.

• Created a communication funnel with highly targeted social campaigns using videos and unmistakable presence at relevant career fairs.
• Leveraged the AFAS team by featuring their responses on “What Drives You” and their experience with working at AFAS to give candidates first-hand insights into the company work environment.
• Launched podcasts featuring leaders amongst various businesses, sharing what drives them that resonates with the target group.
• Created more written content and web pages on their website that talks about career opportunities at AFAS.
• Utilised location-targeted sponsored brand positioning campaigns on popular social media platforms, such as Facebook, Instagram, YouTube, and LinkedIn.
• Leveraged geolocation tracing which identified potential candidates who were near a career fair but did not visit the AFAS stand, and retargeted them via social media.

AFAS Software as an increase in conversion from 3% to 12%… Quadruple results.

In addition, the quality of the applications has (inherently) increased, as potential employees now choose AFAS not only because it is such a great company, but because it meets the requirements/wishes of the target group (millennials). The number of applications has also increased slightly, but this was not a KPI.” – Formatique

Skillcorner, a start-up Football software product in France, needs help with improving their customer experience on their technology, and with rebranding so that they acquire more clients.

So, Black Pizza , an ergonomy (UX/UI) and branding agency certified by Sortlist, came up with a brand positioning strategy that includes making the brand’s website immersive and lively so that it can better showcase the technological aspect of the product – thereby making the tool super intuitive for the users and allows them to interact with the business.

“Like the players on the pitch, the icotype is made up of small dots forming an S. The frame refers to the world of data. The chosen typography presents notions of technicality, the point of the “i” echoes those who make up the icotype.” – Black Pizza, explaining the new design.

Also, the branding agency with the help of designers revised the graphic asset of the visualisation tool ; rebranding the product more effectively as it becomes more modernised and adaptable to the various formats that help it be integrated into the consumers’ websites.

“Since the graphic overhaul of our identity and our showcase site, incoming calls from prospects have multiplied by 10. ” – Hugo Bordigoni, Skillcorner Founder & CEO

INVE Aquaculture, a global leader in their industry, needs to evolve from being an academic spin-off to having a broader relevance in the market.

So, Marrow , a brand positioning agency at Sortlist, came up with a branding campaign that effectively tells the story of how the brand is making a positive impact on the supply and demand of seafood across the globe.

“We travelled from Ecuador to the Mekong Delta and back to fully understand INVE Aquaculture’s business. This allowed us to turn our client’s complex biotech offering into a global storytelling concept built on the simple, yet powerful idea of helping seafood producers around the world to face their main challenge: to turn fragile life into solid growth.” – Marrow

So, the new storytelling approach has allowed individuals from Research & Development to sales and technical support to connect in a more efficient and relevant way to the global aquaculture community – creating a space to share experiences and insights that help the whole industry to thrive and begin to provide value to consumers.

“Driven by its renewed brand purpose, INVE Aquaculture has more than ever evolved from being a true pioneer in aquaculture to being globally recognised as a thought and innovation leader in an industry that will play a crucial role in the future of global food production.” – Marrow

Emma, a mattress company doing business in Germany , needs to stand out from the confusing market of mattresses sold online around the world – mattress products, promises, and appearances of most competitors are painfully similar and therefore indistinguishable.

So, Motor Communication , an advertising and branding agency certified by Sortlist, came up with a brand positioning that introduces a real expert of good sleep – “Frank, the professional sleeping fairy.”

Also, they leveraged TV commercials and developed a new logo that mirrors their new brand identity . What’s more, Emma made the mattress purchase super easy with a new service by providing a simple selection process, making the price affordable, promoting free delivery to the client’s house, and 100 nights testing guarantee.

“To make its customers as comfortable as possible, Emma is positioned as a ‘worry-free company’. To match that [brand positioning], we have developed the claim ‘Don‘t worry. Sleep happy.’ Ensuring that Emma customers will be happy with their purchase.” – Motor Communication

Emma is now a highly distinguished mattress brand across Europe.

Based on the approaches and results of the brands featured in this case study, it’s safe to say that storytelling is the single most effective way to achieve significant brand positioning.

Moreover, the use of:

• Compelling videos
• Rich landing pages
• Exciting podcasts
• Excellent interface design
• Excellent user experience,

can boost the efficiency of a positioning strategy.

Also, leveraging social media platforms , especially retargeting, can help strengthen your brand awareness.

Lastly, taking advantage of the vast experience and profound knowledge of branding agencies can prove invaluable, especially if you want to acquire higher leads, conversions, or sales for your business (just make sure that you partner with the highly-vetted brand positioning agencies at Sortlist ).

Do you find this case study helpful? I highly recommend that you subscribe to our newsletter to read more business case studies. Also, feel free to share this blog post!

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10 Interesting Branding Case Studies to Look out!

Brand Identity is 'how' a business wants to be perceived by customers, it's constructed by the brand itself. It's combined message transmitted through the brand name, logo, style and visuals. It utilises creative strategy to build a memorable and positive brand experience online and offline. Here, we have collected few branding case studies which are done in recent times; take a peek.

01. Health Sutra Brand Identity Case Study

The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form.

More details on Case study

02. Brand Identity of Godrej Jersey

The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

The complete Case study

03. Brands Evolving with their Consumers

Every brand starts with keeping consumer needs in the mind but with time many lose that connection. The Branding & Design agency, Design Stack has been helping many significant brands to resonate with their evolving consumers and in the process, they are creating exquisite brands. Here we are showcasing a few of their recent projects!

More details here

04. People Buy Stories and Experiences!

People don't buy products or logos, they buy stories, they buy experiences. Believing this, NH1 Design , an integrated branding consultancy has always kept its focus on making a brand more lovable. Here are some of the recently created stories and experiences have been presented.

The detailed Case study

05. Clario – Humanising and Simplifying the Cyber-Security

Recently everything has shifted to online from shopping, to work, to manage money and because of this the risks to our digital security and safety have increased exponentially. To make digital lives less risky and more secure, Conran Design Group , UK, has brought to life an entirely new visual and verbal identity 'Clario' that humanises, personalises and simplifies cybersecurity. Here we understand how they made it a success.

06. Brand Identity for Linen Club

Linen Club is one of the top manufacturers producing pure linen fabric for over six decades. This pioneering brand has over 200 exclusive stores, more than 7000 multi-brand outlets, making them India's leading linen brand. They approached VGC to help the brand expand their offering across the both fashion as well as lifestyle. VGC designed a new brand identity for them, let's have a look!

A detailed Case study here

07. Visual Identity for a Contemporary Sweet Brand!

Rusbury is a great example of how to brand a sweet and savouries store in today's contemporary times. Sukkrish AADDS, a Bangalore based creative agency founded by Shreesh Shankar , gives an interesting twist to the branding (visual identity).

08. Branding The Original Mumabaiya Vada Pav

NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

09. Visual Identity for UpGrad

A Visual Identity is not just about aesthetics and appearance. It's about communicating brand ethos with flair, and Design Stack does just that for upGrad.

10. 'Big is What Big Does' Campaign for Aditya Birla Group

Strategic Design & Communication Agency VGC have been Aditya Birla Group's brand custodians since 1997. The latest campaign, conceptualized and executed by VGC, is the next step in the Aditya Birla Group's brand journey.

The complete Case study here

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the 'DCS-01' comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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• 10 Inspiring Rebranding Case Studies •  What is the Right Time for Rebranding?

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5 Great case studies of big brands evolving

In the past few years we've seen a lot of big brands evolve into something new. The rebranding case studies listed below all show their new strategic brand direction.

Changing a brand is a huge risk and is not something that is done without a reason. There's a lot at stake and when done incorrectly, will have big consequences.

It's a powerful move that can reposition them in both new and existing markets. When done right, they'll be stronger than ever and earn peoples trust.

In the case studies listed below well see that some are more bold and daring than others, yet everyone is considered to be a success.

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Below you'll find 5 big brand case study examples that happened in the past few years

The most unexpected rebrand and probably "top 10 all-time weirdest rebrands in history". That last part was a joke, but it points out the significance of Mailchimp's new brand.

It is done by no other than Collins , who is probably one of the leading disrupting branding agencies right now.

They were responsible for the new Dropbox rebrand that happened in 2017. Both rebrands resemble somewhat in its illustrative style, but the new Mailchimp brand looks simpler (and easier to manage). Only a single primary color and typographic style. Whereas with Dropbox they went all out on color and typography.

Case Study Club is using MailChimp for its mailing list, and I just love the new brand. It is beautifully implemented across the board. The overall experience of the service just feels great. Well done!

Brand Case Studies wearecollins.com → underconsideration.com → fastcompany.com →

Ever since the failed 2016 rebrand and their internal struggles, we've been waiting for this. A much needed and somewhat expected rebrand from Uber finally happened in 2018.

With the help of Wolff Olins (Brand Agency) and Jeremy Mickel (Type Designer), they've made themselves a solid (re)starting point. It appeals to the masses and communicates trust: a safe bet and a good move.

They need all the trust they could get right now, and only time will tell to see if they'll be able to rebuild the Uber brand.

Brand Case Study uber.design →

Making forms fun. That's precisely what the new Typeform brand communicates.

With the help of Design Studio, they've narrowed their focus down to be more human-centric. Their new quirky visuals show vulnerability and release emotional empathy within the user.

As for distinguishing themselves from competition, this is without question a great move. Typeform also used this opportunity to position themselves towards creatives.

Brand Case Studies youtube.com → typeform.com →

Short and sweet.. With this new brand, they're positioning themselves towards coffee — a much bigger appeal.

They keep the typography but enhances its playfulness. The brand name changes add to it all, as you can see in the case study below.

A well-done rebrand and natural evolution.

Brand Case Study underconsideration.com →

A legend gets rebranded. Collins (Brian Collins, former COO of brands at Ogilvy) once again delivers a masterpiece.

Although not as bold or different as they usually do it, in this rebrand, Collins focus on the heritage. Turning the new Ogilvy logo into a classic mark.

Brand Case Studies wearecollins.com → underconsideration.com →

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Adapting an outcome-centric mindset

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Case Study Talk

Boat Branding Case Study: How boAt Captured the Audio Market

Damini Bhandary

Technology has advanced to such a level that, we are surrounded by some of the greatest inventions of humankind. Wherever we looked at, we are surrounded by electronic devices from smartwatches, to wireless speakers to wireless earbuds; all of these are keeping us preoccupied with their services.

The tech market is at its top form now. Music is something that soothes our soul, so there is hardly anyone who doesn’t like listening to music. It becomes even better when you’re travelling alone, nothing can beat the feeling of having music as your companion.

Now, every person has their own preferences, including for music as well, in this case, headsets and earphones are mandatory so that you could listen to your favourite tracks without being a hindrance to others.

The demand for headphones and earbuds has increased at an immense level in the last few years. So much that we will always find a person holding one of the equipment, all the time. There are various companies that provide all types of mobile phone assortment to their customers including earphones and headsets. Among them, one of the most famous ones in India is the company called boat.

In this article, we will talk about boAt's branding strategy and how it has established itself with its prominent and quality products as one of the most loved consumer electronics brands in India.

“What new technology does is create new opportunities to do a job that customers want done.” –Tim O’Reilly

About boAt Branding Strategy of boAt Target Audience Promotion and Advertisements Pricing and Quality of the Products FAQ

The boAt is an Indian company that deals with audio tech that mainly focuses on products like wireless speakers, earbuds, smartwatches , headsets, and earphones. All of them are quite accessible in terms of price. the boAt was founded in the year 2016 by Aman Gupta and Sameer Mehta. The main aim of the company is to provide people with fashionable tech and be a part of their daily lifestyles. Currently, Vivek Gambhir is the CEO of the company.

boAt started its journey with the capital of just INR 30 lacs, which was invested by the founders themselves. As per the reports of 2020, boAt is said to be selling 14,000 to 15,000 of its products daily and has over 2 million customers and has bale to attract the attention of their customers by developing a wide range of earphones, wireless speakers, Airdopes and headphones. The quality and the price make it more approachable to its target audience.

Branding Strategy of boAt

boAt first started experimenting by creating Apple charger cables with anti-destruction properties. It was the time when people were suffering because of getting their charger cable damaged without any obvious reason.

boAt grabbed this opportunity and up their game by creating the indestructible charger cable for Apple. This is how they stepped into the market with unique products that solved the problems of the customers .

That was just the beginning, and then the company started creating products like headphones and earphones. It was so reliable that it can be worn even while working out or exercising. These products were able to get popular amongst the younger generation who are into fitness .

Target Audience

From the beginning boAt was focused on the youth who are into fitness, they made all the products by keeping their target audience in mind. The demand for indestructible products has been increasing day by day, they understood it and started developing it. Plus with various advertisements, they tried to capture the attention of their target audience.

Promotion and Advertisements

To promote the durability of the products, boAt made advertisements where it can be seen people wearing all those gadgets while doing intense workouts and jogging, this proves what the brand is trying to convey to its audience.

From the very first, boAt was focused on marketing through digital marketing and social media. It took up many social media influencers to promote the products as well as their brand. Apart from that various celebrities like Cricketers Rishab Pant, Shikhar Dhawan, Virat Kohli , Shreyas Iyer were a part of a group of celebrities who endorsed boAt.

Not only that Bollywood star, Kiara Advani , Kartik Aaryan, and singer Neha Kakkar and Diljit Dosanjh were present in the list of celebrities as well. They mainly focus on athletes for the promotion of their brand.

Apart from all these, boAt has collaborated with Lakme Fashion week in 2019, promoted its products, and introduced itself as a lifestyle brand instead of an electronic brand. With developing products like smartwatches, portable speakers, and other wearable gadgets it has truly transformed itself into one.

These collaborations with different brands that are liked and followed by the youth are getting boAt its audience. Recently, boAt has collaborated with Bira 91, and the products of boAt can be seen in the music video.

Pricing and Quality of the Products

The best factor and one of the reasons that the brand boAt became such a success was its pricing strategy . Neither it is extremely overpriced nor it is unimaginably cheap, it is just in between. The target audience of boAt is mainly youth so they find it perfect to invest in.

Apart from that, even being affordable, boAt has taken special care of the quality of its products; it hasn’t compromised with it even a bit. The current revenue of boAt as per the 2021 financial year is Rs 1,511.7 crore.

It has been 6 years since boAt was founded and within a little, it has been able to capture the world of electronic gadgets in a mesmerizing way. It has established itself as the 5 th largest brand of wearables in the world and the number 1 audio earwear brand in India. By putting all the branding strategies properly, and selecting their target audience carefully, boAt has achieved an immense level of success and it is only going to get bigger and better in the future.

Is boAt a Chinese company?

boAt is an Indian-based consumer electronics brand that focuses on headphones, earphones, earbuds, smartwatches, and wireless portable speakers.

Who is the CEO of boAt?

Vivek Gambhir is the current CEO of boAt.

Why is boAt so successful?

The reason behind boAt's success is its ingenious marketing strategy and affordable prices.

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20 Brilliant Design Case Studies That Neatly Present Brand Identity Concepts

• Articles & Inspiration
• 13 November 2017

21 Comments

Developing a brand identity involves more than just making a logo design. Research into the company’s values is necessary to collect inspiration from which to draw ideas. Concept sketches are then developed into a visual identity that represents the brand, which consists of not just the logomark, but also a complementary colour scheme and typography that provide consistency across the entire brand image. Rather than presenting just the final logo graphic in their portfolios, the designers featured in today’s showcase have produced thorough case studies that completely breakdown their brand designs. See how they neatly present the concept alongside stationery mockups and examples of real life usage.

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interastar by Necon

BEUNIT by Ollestudio

Validbox by Motyf Studio

Fortune Step by Sheen Young

BKK Logos by Hidden Characters

Worken Identity by Paola Flores

4Decision by Joy Intermedia

Costella Empreendimentos by Estudio Alice

Wyre Branding by Ramotion

Volusion Brand Identity by Ramotion

Veranda by Marka Network

Annecy by Grapheine

Gaia by Marka Network

Neostalgia by Marka Network

Jalan Surabaya Antique Market

Charly Gusto by Mubien Studio

Palm House by The Seventh Art

Aracely Melendrez Arquitecto by Roberto Melendrez

Extrajet by Alphabet

Origami by Mohammed Mirza

Semet Identity by Mohd Almousa

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that’s all cool am,azing design process and very talented designer i’ve ever seen.. I hope you to upload tutorial on Youtube about logo process design and brainstorming idea for logo project ? ,. Hope you answer… Thanks :)

Thanks for your feedback/request!

Amazing cases.. Thanks for sharing!!

Glad you liked the examples. Thanks Eduardo

Such amazing talent! Thank you for sharing Chris : )

Thanks for your comment Leandi

They all look fantastic!

Glad you liked the post

Wow! Nice work! I really like it! Keep it up :)

Thank you tauhedul

This goes to show the amount of thought and dedication that is put into designing logos. They’re not just logos but rather the birthchild of a creator.

I like that concept

Amazing, thanks for sharing! I always in a search for something new for my site and sites of my clients

Thanks for your comment Betty

Great examples Chris. The first one, Interastar, reminds me of the E-trade logo.

Glad you liked the examples Michael!

This is one fine article worth bookmarking as a brand design resource. Great designs with fantastic color schemes and top class typography. Thanks a lot for sharing :)

Glad you like the article Davo!

ThanQ for presenting these examples, they helped allot

Ohhh MG you are amazing !! Wonderful, fantastic and beautiful works. Where you studied? Im from Puerto Rico and I did my Master Degree in Pratt institute, my favorite designs are Corporate Identity but a long time I dont work, I really like a lot your Corporate Identity works, my works are junk next to yours. I wich to meet you and see your other works. Continue like that, you’re going to get far away. GOD BLESS YOU.

that is Awesome…! a true brand identity is such like that. This makes your costumes really amazed at your creativity. By the way, who is the mighty designer behind all this,. thanks

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Insights & Strategies: City Branding

City Branding: Imagine walking into a room where each city is a person, each with their distinct style, voice, and aura. City branding is akin to shaping that distinct personality, making certain cities unforgettable in the vast sea of urban centers. It's not just about bright lights and impressive skylines; it’s about embodying a city’s history, culture, aspirations, and dreams in a cohesive narrative. As cities around the globe vie for attention, they're not just looking to be another pin on the map. They're striving to be destinations for businesses seeking innovation, talents desiring growth, and tourists hunting for unique experiences. The difference between being overlooked and being chosen lies in city branding, which weaves together the intricate tales and promises of a city into an irresistible story. Our collection is vast, but for starters, you might want to check out the 5 city branding success stories . Dive deep into the philosophy and execution of city branding, absorbing tried-and-true strategies, and the latest market insights. And for those who believe in learning from the best, we've spotlighted the leading experts in city branding to guide you on this journey. Whether you're a novice or a seasoned professional, there's always something new to uncover in the evolving world of city branding.

Our Latest Posts on City Branding

Stay updated with our latest insights on city branding. Delve into data-driven analyses, impactful stories, and compelling visuals that highlight the strategic value of our urban centers. As we redefine City Branding, discover the transformative power it holds for businesses and investors alike. View all .

Mariusz Sagan on Shaping Lublin: Innovative Strategies for a Dynamic City Brand

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City branding research delves into the intricacies of how urban areas craft and communicate their unique identities to both internal and external audiences. It's an ever-evolving discipline that combines elements of urban planning, sociology, marketing, and cultural studies to understand the dynamics of urban reputation and positioning in today's interconnected world.

This field of study seeks to uncover what makes a city distinctive, drawing on its historical legacy, cultural milestones, socioeconomic progress, innovative spirit, and the aspirations of its residents. By scrutinizing these components, city branding research provides actionable insights that can help policymakers, urban planners, and branding professionals make informed decisions.

Through both qualitative and quantitative methodologies, city branding research identifies the core values and perceptions associated with a city. This knowledge is crucial for crafting strategies that resonate authentically with residents while also attracting tourists, investors, and businesses. Beyond just image-building, city branding research assists in uncovering gaps in perception and reality, offering urban areas a roadmap to enhance their tangible and intangible assets.

As you explore our resources, you'll gain a comprehensive understanding of the theories, methods, and practical applications that are shaping the future of city branding. Dive into the case studies, expert interviews, and analytical tools that are at the forefront of this transformative field.

Bridging the Language Barrier: A Chinese Place Branding Literature Review from 1996 to 2018

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Explore our handpicked collection of resources tailored for professionals involved in city governance, economic development , and talent attraction . If you have a unique perspective on city branding and are looking to share your insights with a wider audience, we'd love to collaborate. Don't hesitate to get in touch .

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Dive into detailed case studies and success stories from cities and metropolitan regions that have masterfully executed city branding initiatives. Uncover the strategies, challenges, and triumphs behind each branding journey.

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Top Branding Agency that disrupt Indian Brands : Case Studies

Author : , DesignerPeople --> Blog --> February 28, 2023

Last Updated on March 22, 2023 by DesignerPeople

Ever wondered how some Indian brands manage to disrupt even the most saturated markets and become the consumer’s favourite all of a sudden?

This sudden success results from persistent efforts by the best branding agencies.

Even if you have the best products out there, that will only reach target customers if you have a strong branding strategy for your business.

Before you pitch your business idea to your investors or launch a new range of products, you must review the top branding agency. They must have strong expertise in building and promoting brands in your industry.

The best branding agency will ensure that your target consumers know more about your brand. They must also choose your products over others because of the extraordinary product qualities and exceptional branding strategy!

Are you still contemplating the benefits of hiring branding agencies for your brand? Let us shed some light on some of the leading Indian brands that succeeded by honing their branding game with a top branding agency. Let’s get started.

Table of Contents

How do Branding Agencies build top Indian Brands? :: Case Study

To help you understand the importance of branding agencies for any Indian brand, here are the top 5 branding case studies of Indian brands. These brands have witnessed a surge in their overall brand revenue, sales and recognition by using professional brand designers’ help for their branding requirements. Let’s check them out.

Chai is indeed an emotion for the entire nation. Chaayos is an Indian tea-based beverage brand that started operating in 2012. Not only do they have a chain of cafes that sell their tea-based beverages, but they also sell their popular tea mixes in plain, brown paper bags under their brand name.

According to various sources, Chaayos founder Nitin Saluja claimed that their business started quite well but went downhill during the pandemic in 2020.

However, they brought a new approach to their brand building. This helped them increase 2.5x their total revenue by 50% higher online and offline sales from their cafes.

In June 2022, they raised $53 million in Series C funding to explore new domestic markets and expand their cafe footprints in India.

# Branding & Packaging Design by ElephantDesign

The entire branding of Chaayos revolved around the ‘contemporary desi’ vibe, which every Indian can relate to. They embraced the experience of visiting and trying out the authentic chai flavours of their brand in the cafes while being connected to their comfort beverage.

On the other hand, they have also improved the overall branding of their other products, such as tea mixes, convenience products, unique green teas and snacks.

They focused on one crucial point – Consumers can enjoy their perfect cup of chai in both the cafes and in the comfort of their homes through their range of products of readymade mixes.

Packaging Design

They chose to innovate a new packaging design that brought an enhanced experience and consumers to the consumers over regular packets of chai sold on the retail shelves.

They managed to achieve this through distinctive elements in the packaging design, such as the Devanagari product names in a fluid Devanagari typeface inspired by the handwritten chalk menus commonly seen at the small tea stalls in the localities of India.

They have also focused on making their ingredients bold and significant in their design. In addition, they have incorporated a Hinglish twist to the design – The perfect way to connect to the core Indian audiences of the nation!

Source: thehardcopy.co

Source: chaayos.com

Cornitos Nachos

You may have already heard about the brand Cornitos in India. Established in 2009, they have gradually positioned their brand as a healthy snacking alternative for Indians.

A strong branding agency can effectively build the brand and reach a newer audience segment every time.

Cornitos branding case study witnessed a higher sense of awareness about their brand in PAN India, resulting in increased brand revenue and sales over time.

# Branding & Packaging Design by DesignerPeople

DesignerPeople took the responsibility of enhancing their brand communication standards to a new level!

It has reinvented the typography branding strategy way more relevant to millennial consumers. It also encouraged the customers to try out the products while being complete newcomers to the retail shelves of those cities.

In terms of packaging design, the focus was to match the international standards of packaging for the brand. This started with adding professional typography and eye-catching images for the packaging design while maintaining the importance of the brand logo in the overall design architecture.

Similarly, we incorporated bright, bold food colour palette with infographic specifications in the packaging design to differentiate the flavours.

Inspired by Mexican culture, we have successfully reinvented the packaging design with a more delicious and engaging back of packaging!

Source: http://bigbasket.com

Source: https://designerpeople.com/

Source: www.indiamart.com

Products from Veeba spice up your standard snacks to a new level and please your taste buds every time! From sauces, dressings, and toppings to spreads and dips for your favourite snacks! Veeba started in 2014 with only 18 sauces. Over time they have expanded to more than 50 flavoursome additions to your dishes.

Be it the product packaging designs to their marketing strategies. They have improved everything to a great extent in terms of bringing a new feel to the brand that is a healthier version in the Indian FMCG market.

# Branding & Packaging Design by gcdstudio

Branding agency focused on a prominent, distinctive and minimal branding strategy. They leveraged the whitespace with clearly coded colours to differentiate the range of products. Similarly, their entire branding strategy was very much inclined towards having exceptionally low-fat content. These allowed consumers to enjoy their favourite meals guilt-free!

Consumers will eventually prefer their products for their dressing requirements due to their healthier presence in the market. Their packaging design is minimal, clean and uncluttered, which ultimately helps the brand stand out from the competitors. For example, their range of products used as dressing is mostly 78% fat-free, which is incorporated right at the forefront of the packaging design to draw the maximum eyes to the product.

Source: http://www.amazon.in

Source: www.jiomart.com

Mother Dairy

For the last 35 years, Mother Dairy milk has been a staple in almost every Indian household. Their wide range of dairy options has been popular over the years. However, to cope with the new competitive brands in the same industry, they decided to redesign their entire branding. The growth has been quite evident in recent months.

#Branding &Packaging Design by SulekhaRajKumar

Redesigning their branding was a great decision as it helped them compete against the newcomers in the industry. Their branding focused on staying relevant to the health-conscious younger audiences.

Their brand positioning focuses on the brand logo and packaging. The entire branding is inclined towards the caregiving values of the brand to all the consumers and stakeholders through the standard blue and white brand image.

They focused on clear and concise packaging. They incorporated design elements like handcrafted typography and graphic elements that brought the essence of freshness and higher-quality milk into their products. For example, the happy villages, crops and cows that deliver fresh milk to your doorstep every morning evoke a sense of authenticity and purity through the packaging design.

Source: www.behance.net

Source: www.pinterest.com

Phool Insence

Phool is one of the leading brands that focused readily on flower cycling. Here the flowers from temples are upcycled and created into aromatic incense sticks. However, their target market still needed to be defined.

Furthermore, all of the products previously were sold under HelpUsGreen. They were willing to create a consumer-focused brand named Phool and redesign their entire branding structure, which was indeed a great success in the future.

#Branding & Packaging Design by Duet Studio|Anubhuti Tiwari|Tanvi Nathyal

Their branding revolved around including sacred flowers from the temples in their products. They established their brand values as “Sacred, Ethical and Humane”, which brought the brand an essence of belongingness and authenticity.

Since Phool’s products had traditional significance among the Indians, their packaging designs usually had subtle and vibrant colours with minimal aesthetics. With the right typography, they represent the conventional Indian aspects such as the bindi, female image, river and city in their packaging designs.

Illustration design brings a powerful brand story that builds curiosity within the consumers into the impact of the brand only through a wide range of such design elements.

Source: httpsphool.co

Source: www.amazon.in

Common Key Benefits expected from a good branding company

By now, you may have already realised how some of the best branding agencies have helped Indian brands flourish in different industries. For your reference, here is a quick brief on the most common vital benefits when hiring a professional branding agency for your brand!

Increased recognition and brand recall

The best branding agency will ensure that consumers from every nook and corner know about your brand and choose your products over others. Starting from the online ads to the advertisement flyers. Your branding agency will mould your entire brand presence. This way, your consumers will instantly remember your brand and its experience from minor details, resulting in improved brand recognition and recall.

Improved customer loyalty

Once potential consumers recognise your brand and start shopping, they are more likely to return to your brand for more. This helps you build an engaging consumer base that always comes back to your brand for their purchases.

Repeated Business Opportunities

With a strong branding agency, you can make a good impact in the marketplace. Hence you are more likely to attract new business opportunities for your brand that will help you double your revenue even further.

Increased perceived value

Nobody likes to shop from brands with shady branding and packaging designs. When you have a strong brand, you instantly increase the value of your products and the overall brand in the eyes of the consumers.

Better credibility and trust

With a consistent and strong brand identity, you can build credibility and trust in the industry. When consumers know what your brand stands for and its offerings, they will rely on and trust your brand for their purchases. This is an essential requirement to win in any saturated market in India.

Improved market share

High-quality branding also makes it easier to raise funds for improving their overall branding strategies. As a brand owner, you can advertise your brand in the international market through a comprehensive branding strategy and increase your revenue.

Increased revenue and profitability

As we said, all the brands discussed above witnessed a tremendous surge in revenue only after changing their branding game. Investing in a good branding agency is bound to yield you profitable ROI in the upcoming years.

Improved employee morale and loyalty

Professional branding for your company will ensure that your employees feel secure and more efficient at their workplace. It eliminates the guesswork and reduces the training expenses during hiring. This is because most employees are likely to know about the brand beforehand if they have an established branding strategy.

Easier market expansion

When you have a strong branding set for your company, you can effectively pitch to your investors and validate your company’s potential. This way, you can score better investments for your brand and expand it nationwide!

Better customer experience

Branding is also about customer experience. The best branding strategy revolves around the pain points, demands and needs of your target customers. Hence, when you act according to the changing needs of your customers, you are more likely to deliver an affirmative experience to your customers.

Great branding is the building block of any successful business. A good branding agency will ensure that your brand values and mission gets conveyed to the consumers, directly contributing to your business sales and growth over the years. When done strategically, a good branding agency can transform your sales within just months.

Thus, are you ready to give your brand a new look this year? Hire the best branding agency today to seize every possible branding opportunity and make it big in the Indian market.

Author: Megha Malik

As a passionate entrepreneur and creative brand consultant with experience of 14 years in digital, branding and packaging industry, it is my honest effort to put my experiences and knowledge of industry towards readers. A chartered accountant by degree but a marketing personality in blood has motivated her to take in designing industry as a career. With her fun-loving personality and sharp branding skills, she is a great motivational speaker on her  YouTube channel , an active member in various business channels offline as well as online. Do connect me personally via my  LinkedIn  and I love to share my expertise with you.

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6 Lessons From the Best Employer Branding Case Studies

In today’s candidate-centric market, it’s not enough to just post jobs and hope great people apply. You have to show both active and passive candidates why your company is great—and why they should want to work there.

That’s where employer branding comes in. We recently tapped two employer branding experts, Lars Schmidt, Founder of AMPLIFY and Co-founder of HR Open Source, and Lisa Cervenka Co-founder of Brand Amper (now BrandBuilder by The Muse ), for a webinar here at The Muse. They took a deep dive into the “anatomy” of a powerful employer brand, sharing actionable takeaways and templates from HROS case studies from companies like Lever, GE, Cisco, and Hootsuite.

Watch the full webinar here , or read on for six key insights into effective employer branding:

1. It All Starts With Storytelling

Don’t have a clearly defined Employer Value Proposition (EVP) or employer brand yet? That’s okay. In fact, you can (and should) use employee engagement to inform your brand and values. Lever’s employer branding strategy, led by CMO Leela Srinivasan, is a great example of how to do it.

Lever faced a unique challenge: acute hiring needs, rapid growth, and a primarily introverted workforce, who were reluctant to share their employee stories publicly. They knew they needed to create a safe space for people to tell the world about Lever in a way that was fun, organic, and 100% opt-in.

To do this, the company used Brand Amper (now BrandBuilder) to provide their employees with brand statements to use as a foundation for their professional stories—and the results were pretty great. Not only did Lever iterate their employer brand in real time, but they also got 80% of their employees to share their stories on LinkedIn, increasing their social visibility with prospective candidates.

2. Technology Moves Fast—So Embrace It and Take Risks

There’s a distinct advantage to being among the first companies to leverage a new technology: You have the opportunity to do something no one else has done before. Yes, it can be risky—being a “first-mover” also means making mistakes that other companies can learn from—but sometimes that's OK.

When Hootsuite designed their #FollowTheSun campaign, an employer branding initiative using Periscope to showcase nine of their offices across four continents, Twitter had just re-released Periscope to the public two weeks prior. Hootsuite planned to do a live broadcast from a different office every hour on the hour.

Great idea, but the majority of their employees had never used the app before. They took measures to avoid any major snags, like training employees to use Periscope and collaborating with marketing to boost engagement, but they still made one mistake: No one knew that the videos disappeared after 24 hours, so they weren’t able to repackage the videos for a campaign wrap-up! Still, it was a real-time success and definitely worth the risk.

3. Talent Acquisition & Marketing: The Dream Team

Employer branding is a huge part of recruiting and hiring, so it might seem like talent acquisition should own the entire process, but collaborating with marketing is actually the best approach because both teams have key expertise to bring to the table.

Jennifer Newbill, Director of Global Employer Brand at Dell, is a huge advocate of integrating talent acquisition and marketing efforts. When Dell’s talent acquisition team wanted to create a unique employer brand campaign, they partnered with their internal agency, Dell Blue. Talent acquisition provided the agency with their EVP document and all the social platforms, job boards, and event listings where they engage with candidates. In turn, Dell Blue was able to develop creative for what would become the “Bring Everything” campaign. Newbill also got Dell’s Social Media and Community University (SMaC) involved to make sure everyone was properly trained to execute the company’s employer brand.

4. Friendly Reminder: You Are Never Too Big to Change

If your employer brand isn’t authentic and doesn’t highlight true employee experiences, top talent will see right through it. Candidates are both savvy and skeptical, and they tend to trust people more than they trust marketing.

But that doesn’t mean you can’t shift the perception of your organization—even after you’re well established. The first step is to really know (and own) who you are.

Cisco is a great example of big-name company that was struggling to send a consistent employer brand message on social, despite being active across channels. That is, until they took a step back and really asked themselves questions like: Who are we as an organization? Who do we want to be? What are some of our talent challenges? The answers led Cisco to take control of their company narrative and turn their social media presence around with a strategy anchored by employee generated content, allowing potential candidates to get a real feel of what it’s like to work there.

5. Your Employees Are Your Biggest Brand Advocates

When you let your employees use their voices and tell their stories, you naturally shape your employer brand in real-time and in a way that truly resonates with top talent. The challenge, of course, is getting everyone in your organization to care about your employer brand. So, how do you do that? By showing employees that you trust them and that they have an opportunity to build their own brands at the same time.

When GE was transitioning to a Digital Industry company, they knew they needed to be open and honest with candidates about what was happening—so, they invited all 350,000 of their employees to help humanize their brand. The effort included a “How to Be a Digital Industrial Brand Ambassador” program that trained their workforce in how to refine their public personas. They demonstrated trust in their employees and gained valuable insight into what content actually engages in the process.

6. The Ultimate Resource: An Employer Brand Playbook

Once you’ve established your employer brand, the next biggest thing is to make sure everyone at your company is sending a clear and consistent message about who you are. This can prove difficult as you grow and mature, but it’s definitely not impossible.

One strategy is to develop an employer brand playbook. Hootsuite did exactly this when they were scaling globally and bringing in new people: To get everyone up to speed and on the same page, they built an employer branding asset library complete with tags so people could search and share rich media assets. The result was a more consistent tone, clear brand themes, and a 50% increase in qualified applicants per job (with 43% stating employer brand influenced their decision to apply).

There are a lot of tactics and strategies you can use to build and shape your employer brand, but the most important thing to remember is: Start with who you are. Consider your current needs, assess the resources you have available, and figure out what’s right for your company and culture. Try new things and, when in doubt, look to your employees for insight and support.

Want to learn even more about the anatomy of a powerful employer brand? Watch the full webinar .

5 Case Studies of Successful Digital Marketing Campaigns

Hold onto your hats, marketers!

Did you know digital marketing spending is set to explode, reaching a mind-boggling $ 786 billion by 2026 ? And with social media ad spend hitting over $70 billion in the US alone , there’s no denying the power of a killer online campaign.

But here’s the thing: it’s not just about throwing money at ads. Successful campaigns in 2024 are a strategic dance – they blend social media with a whole symphony of channels for a knockout customer experience.

Think of it like this: Personalizing your message? That’s the move that turns casual shoppers into loyal fans.

Ready to see how top brands are doing a successful digital marketing campaign? I’m dissecting 5 real-world campaigns that nailed this formula and reaped the rewards. Get ready for digital marketing strategies – inspiration and a blueprint for your own marketing success await.

• Beyond the Love Fest: Slack's Winning Formula

Ideas to Adapt This Digital Advertising Strategy

Tips to steal for your business, ideas for your business, lessons for your business, case study #1. slack.

Slack’s meteoric rise in the competitive business communication space can be largely attributed to their genius understanding of a simple concept: customers love to talk about products they adore. Here’s how they turned this digital marketing campaign into marketing gold:

• The “Wall of Love” Campaign: This brilliant tactic involved a dedicated Twitter account (@SlackLoveTweets) that amplified positive user testimonials. This effortless social proof machine did wonders for brand reputation and encouraged even more glowing commentary.
• Easy Sharing = Participation: Using X (formerly Twitter), a platform already beloved by users, removed any participation hurdles.
• Feedback Loop: Praise wasn’t just for show – the team used those rave reviews to refine their product and deliver what users really needed.
• The Power of Visuals: Tweets with included images got more traction and showcased how Slack integrates into people’s work lives.

Beyond the Love Fest: Slack’s Winning Formula

Slack’s success goes beyond a single campaign. Here’s why they continue to compete with giants like Microsoft Teams:

• Relentless Focus on User Experience: From its inception, Slack was built with the user in mind. Easy setup, intuitive design…it removes the tech friction that bogs down other platforms.
• Real-Time = Real Connection: In a world demanding instant communication, Slack delivers. This keeps teams on the same page and fosters a sense of camaraderie.
• Customizable and Integrations-Friendly: Slack’s open approach lets it play nicely with countless other tools, creating a tailored work hub. This flexibility is invaluable to businesses.

The Bottom Line: Slack proved that listening to customers and showing that they matter is the recipe for building not just a loyal user base, but passionate brand advocates.

Want to implement aspects of this for your own business? Here are some ideas:

• Run a testimonial campaign: It doesn’t need to be as fancy as “The Wall of Love.” A simple social media hashtag or even a dedicated landing page can get people talking.
• Turn glowing testimonials into visuals: Tweets, infographics…make that praise eye-catching.
• Pay attention to even the smallest bits of feedback. That’s where your next big feature idea might be hiding.

Case Study #2. UNIQLO

UNIQLO knew that to get people excited about their HEATTECH line, they needed to go beyond standard ads. Hence, an ingenious omnichannel experience was born:

• The Hook: Eye-catching digital billboards across Australia, plus videos online, dared people to snap photos of unique codes. This gamified the promotion, making it fun.
• The Reward: Codes unlocked either free t-shirts (who doesn’t love free stuff?) or tempting e-commerce discounts. Plus, a gentle push toward signing up for the newsletter for future deals.
• The Viral Touch: The experience was shareable on social media, letting satisfied customers spread the word and get their friends involved.

Why This Was Marketing Magic

• The Power of “Free”: Giveaways always pique interest, and those t-shirts were a brilliant way to get people to try the product.
• Bridging Online and Offline: The billboards drove people to the digital campaign, and the campaign funneled real-world shoppers into their online ecosystem.
• Beyond Just a Sale: While the initial goal was sales, UNIQLO also used this to build their email list, ensuring those new customers could be nurtured later.

The Impressive Results: 1.3 million video views, 25K new email subscribers, and a whopping 35K new customers speak for themselves.

• Gamifying the experience: Can you add a code-finding element, or a contest, to your campaigns?
• Freebies are your friend: It doesn’t have to be t-shirts; a free sample or exclusive content could work just as well.
• Think about the share factor: How can you encourage participants to organically spread the word?

Case Study #3. Airbnb

Airbnb understood that to stand out, they couldn’t just offer rooms – they had to sell the feeling of travel. Here’s how they did it:

“Made Possible By Hosts” Campaign: This heartwarming video used real guest photos and a nostalgic soundtrack to evoke that “remember that epic trip?” sensation. It subtly showcased great properties while focusing on the emotional benefits of those getaways. ( Watch Here )

“Belong Anywhere” Campaign: This was about ditching the cookie-cutter hotel experience and immersing yourself in a destination. Airbnb positioned itself as the key to local adventures, belonging, and transformation through travel. ( Watch Here )

Key Takeaways

• Video is KING: They invested in both short, shareable how-to videos and longer, emotionally impactful ones.
• UGC is Your Goldmine: User photos and stories provided powerful, free content while also building that vital trust factor.
• Sentiment Sells: Airbnb didn’t bog down ads with facts; they used music, imagery, and storytelling to tap into that wanderlust in viewers.

The Success: These campaigns weren’t just pretty to look at; those 17M views for “Made Possible by Hosts” and the global reach of “Belong Anywhere” translated into real bookings.

Why It Matters: Airbnb disrupted an entire industry by understanding that:

• Experience Matters More Than Specs: They sell adventures, memories, and that feeling of connection, not just a place to crash.
• Authenticity Wins: User-generated content is relatable and trustworthy, which is key in the travel industry.
• Don’t just show the product, show the FEELING: How will your product or service transform a customer’s life?
• Run Contests for UGC: Get those customer photos rolling in. Offer a prize for the most “adventurous” or “heartwarming” shot.
• Showcase Your Brand Personality: Was Airbnb’s tone all serious? Nope. They were fun, sentimental, and a little cheeky, which fit their brand image.

Could You Partner with Airbnb? This case study also begs the question: for businesses in the travel or hospitality space, an Airbnb collaboration could be marketing magic.

Case Study #4. Lyft

Lyft realized they already had a killer product – their challenge was getting MORE people to try it. Enter the power of referrals:

• The Hook: Simple referral codes were sharable via the app, email, or even text. This made it a snap for riders to spread the word.
• The Reward: Free or discounted rides. This wasn’t a measly $5 off; it was significant enough to make riders really want to tell their friends.
• The Viral Loop: Refer a friend, get a discount. Friend uses Lyft, they get a discount…you see where this is going.

Why This Was Smart

• Low-Cost, High-Yield: Traditional advertising is pricey. Referrals are fueled by happy customers, which is way cheaper.
• The Trust Factor: People trust recommendations from people they know infinitely more than some billboard.
• Scalability: This successful digital marketing strategy grows with their user base – the more satisfied riders, the more potential advocates.

The Bottom Line: Lyft didn’t just make a clever campaign; they built a referral system into the core of their app, ensuring growth wouldn’t be a one-time thing.

• What’s Your Incentive?: Freebies, discounts, exclusive content – what will actually make your customers want to share?
• Make It EASY: Don’t make them jump through hoops. One-click sharing options are essential.
• Track and Reward: Who are your top referrers? They deserve some extra love (maybe even a tiered rewards program).

Case Study #5. Sephora

Sephora understood a key weakness of e-commerce: you can’t try on a lipstick through a screen. That’s why they went all-in on innovative tech:

• The App as a Virtual Dressing Room: AI and AR are game-changers. Their app lets customers try on makeup from anywhere, boosting confidence in online purchases.
• Closing the Loop: Smart, eh? The app connects right to their e-store; a few taps and that virtual lipstick is in your real-world cart.
• Personalized to the Max: Using shopper data, the app tailors the experience, offering tailored recommendations that increase the chance of buying.

Why This Isn’t Just Cool, It’s Genius

• Overcoming Obstacles: They addressed a key pain point of buying cosmetics online. Less hesitation = more sales.
• Omnichannel FTW: They don’t just exist online; there’s an in-store connection too. That app? It helps you there as well.
• It’s about the EXPERIENCE: Sephora knows beauty is fun, and their digital strategy reflects that with virtual try-ons, quizzes, etc.
• Solve a problem: Don’t just add tech for the sake of it. Find a pain point in your customer journey and see if there’s a tech solution.
• The “Experience” Factor: Can you add interactive elements, gamification, or a personalized touch to your digital presence?
• Data Is Your Friend: If you’re collecting it, USE it. Tailored offers, recommendations…these keep customers coming back for more.

Final Thought on These Successful Digital Marketing Campaigns

These case studies showcase the importance of being adaptable, customer-focused, and not afraid to try new things. The digital marketing landscape is constantly evolving, but by understanding the core principles of what makes people tick, your business can craft truly impactful online marketing campaigns.

The Power of Emotion & Experience

• Best marketing campaigns aren’t just about features; they tap into feelings . Airbnb evokes the thrill of travel, Slack reminds us of the joy of smooth team communication, and Sephora makes buying makeup playful.
• Ask yourself: What does my product/service let customers feel and how can my content marketing capture that?

User-Generated Content is Marketing Gold

• The campaign featured like Slack’s “Wall of Love” and Airbnb’s focus on guest photos prove that real-world stories beat slick ads every time.
• This builds trust and provides endless free content.
• How to get started? Contests, easy-to-use “review” features on your site, and incentivizing social media platforms’ shares.

Omnichannel is the Future

• Both Sephora and UNIQLO masterfully blurred the lines between online and offline experiences.
• The target audience wants to engage with brands on their terms . Be present on social, have a mobile-friendly site, and if possible, find ways to integrate the in-store experience.

Word-of-Mouth Still Reigns Supreme

• Lyft’s referral program is a reminder that happy customers are your best salespeople.
• Don’t focus solely on gaining new customers; ensure your current ones feel so valued they can’t help but spread the word.
• Tips: Loyalty programs, excellent customer service that goes the extra mile, referral incentives

Tech is Your Tool, Not Your Master

• Sephora’s AI and AR try-ons are impressive, but the core goal is solving a problem for customers.
• Avoid using tech just to be trendy. Focus on how it can truly enhance your customer’s journey.

Related Content:

• Niche Website Builder: Your Profitable Niche Site From Scratch
• The Dark Side of Digital: 6 Worst Social Media Platforms In 2024 [Exposed]
• 10 Best Digital Marketing Niches in 2024 & 100 Profitable Sub-Niche Ideas
• How to Grow Your Business Online in 2024 (Entrepreneur Guide)
• 10 Best Facebook Niches: Goldmines for Unmatched ROI and Growth

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Social Media and City Branding: A Case Study of Instagram Project @cityofizmir

2017, Global Media Journal TR Edition

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Journal of Global Fashion Marketing

Valentina Mazzoli

Tuğba Özbölük

Development of Web 2.0 tools has changed the ways that cities communicate and build their brands. A growing number of travelers are influenced by user generated content, presenting a number of challenges and opportunities for city branding. This chapter focuses on the use of Internet and social media as international marketing communications techniques for cities and destinations. The chapter offers insights to city branding practitioners on how online city branding is carried out and suggests that using social media is an appropriate strategy to promote cities because of its participative and interactive nature. However, it is also emphasized that city branding practitioners should evaluate social media as an opportunity to get closer to customer, instead of a mechanism to be controlled. Exploring implications for practitioners, the chapter can be regarded as an important contribution to an area which is still fairly new and unexplored. The chapter also contributes to the city branding literature by introducing the use of netnography in city branding research.

Social Media and Local Governments: Theory and Practice

This chapter is a comparative study of how three local governments— Cape Town (South Africa), Philadelphia (Pennsylvania, USA), and Myrtle Beach (South Carolina, USA)—use social media platforms in their city branding attempts. Theoretical arguments in the fields of corporate and city branding point out the potential of these new communication platforms to change how brand-related con- tent is created and shared with target audiences. However, the practice is under- studied. The study first explains the potential of social media in branding through media ecology, city brand communication, and brand co-creation theories. Second, the performance of the aforementioned three cities on social media is evaluated by analyzing their Twitter and Facebook presence. The findings suggest that there is room for improvement for local governments in their employment of social media for city branding campaigns. The chapter concludes with recommendations for practitioners.

Tatiana Gadda

Conventional planning of cities is usually based on surveys and other hard evidence collected and organized by the cities’ officials and research institutions. The data is usually collected in certain time intervals and it provides a limited overview to the use of urban space. Social media, including online social networks, make available vast amounts of data which nowadays is easily obtained for various types of analyses. Cities have a chance to explore social media data as a new source to study urban dynamics and complement traditional data used for urban planning. Perhaps the new data sources could also be used to overcome limitations in traditional data used in planning. In this paper, we investigated data available in Untappd, a mobile phone application for sharing beer drinking experiences, in the context of planning and place branding in Curitiba. Curitiba recently announced the creation of a Craft Beer Street, to promote local beers. By using this as a real case study we inv...

ürkiye İletişim Araştırmaları Dergisi

Ilknur Dogu Öztürk

It is crucial to evaluate the usage practices of social networks in sustaining the urban brand. In this study, we discussed how museums as social memory spaces are subject to social media posts. The study is noteworthy because it gives an opinion about social media posts of museum visitors and determines the approach to museums in the formation of an urban brand. Accordingly, we examined the Instagram posts of social media users related to museums in Ankara via content analysis. We found that the posts shared were mainly photos. Museums were the greatest data source for the corporate Instagram accounts according to sharing frequency and they were all foundation and private museums. Examining the purposes of sharing, we determined a multidirectional social media use in the dimensions of communication via announcement, publicity and informing. Analysing the use of hashtags related to museums in the process of creating a brand city revealed that museums highlighted themselves, their activities and the city where they are located. The experience of visiting the museum creates the opinion that there is an impression of the brand value of the city where the museum is located. As a result of the study, we found that it is necessary to organize a campaign based on a specific motto to be shared by corporate accounts of museums, personal accounts of visitors, and Instagram content creators to strengthen the positioning of Ankara museums related to the city.

EMAJ: Emerging Markets Journal

Niyazi Gümüş

Rapid changes in information and communication technologies cause serious developments in marketing field similar to every sector. In parallel with these developments, the social media channels which appear as Web 2.0 applications have a number of advantages in comparison with traditional media channels. Social media gained a place in marketing activities because of its advantages. Social media is added on instruments in line with these developments that countries benefit in marketing activities for attracting more tourists, investment and becoming prominent against the other cities. Cities intensively benefit from social media because of social media’s properties like reaching the large masses, low marketing cost, interaction, receiving feedbacks rapidly, etc. Within this context, the purpose of this research is to determine the use statuses of social media by metropolitan municipalities as part of city marketing. In accordance with this purpose, official social media accounts of 3...

IAEME PUBLICATION

IAEME Publication

This paper is presented in two parts. A brief discussion on past research on destination branding which have used social media posts is followed by an exploratory study of content and images of Kerala and Tamil Nadu Tourism Corporations posted on their official Facebook pages. It aims at connecting with the destination branding representations of Kerala and Tamil Nadu Tourism Corporations as destinations of choice. The Facebook posts of these destinations were systematically analyzed using the content analysis technique. The analyses are presented under seven themes or categories which were derived from research articles published in the past. Analyses reveal that the posts focused on varying tourist attractions in each. Description of posts, hashtags used photos and videos in posts, activities, likes and comments and few others were analyzed. Kerala portrays the events of each season with photos, videos and leaflets such as boating championship among other attractions of the natural surroundings. Tamil Nadu on the other hand portrays a lot of temple tours offered as packages alongside historical places, natural surroundings and cultural aspects. These findings show that these posts present a lot of information on experiencing Kerala or Tamil Nadu and convey brand representations. Both destinations fair differently on the categories. Detailed information about transport, stay, best time to visit is not given on the tourism products and services for either destination. The information may be linked to providers of various services and packages so that it helps travelers plan their trip and translate into reality the experiences as depicted in the posts, photos and promotion videos.

Mega N Fatanti

This paper focused on how Instagram become a popular media to promote tourism site in Indonesia. Bali and Malang are the most well-known tourism destination in Indonesia, but now, conventional tourism promotion is not enough for promoting both of them. We found that everyone tried to promote their city with their own way. Therefore, we think Instagram provide a complete communication facilities, from tourism branding to user generated content photography. Using photo elicitation interview (PEI), we tried to describe the potential value of Instagram for promoting tourism site in Indonesia and describing how Instagram creating brand destination through photography side.

Media and Communication

Cecilia Cassinger

The aim of this article is to develop an understanding of what happens when Instagram photography is used for branding a place. Questions raised are which photographs are taken and published, does the practice result in novel ways of representing a place, and, in turn the image of a place. A practice approach to photography is used where focus is directed to the performative aspect of photography. Fifteen qualitative interviews were conducted with participants in an Instagram takeover project concerning their photographs. The study shows that adopting a communication strategy based on visual social media is dependent on the participants’ competencies and that it is embedded in everyday life. Moreover, the participants’ photographic practices were found to be influenced by social conventions, which resulted in the city being imagined differently by different participants. To use visual social media such as Instagram for branding purposes does not necessarily mean that novel images ar...

Polish Journal of Sport and Tourism

Piotr Zawadzki

Introduction Transformations in the area of technology and communication allowing easy access to information resulted in Polish cities facing the challenge of changing their promotional activity. This activity has been largely transferred to social media. The article presents the definition of social media, their classification and the activity of large Polish cities in social media. The analysis of the collected material was carried out using classification trees. Material and methods The CAWI method was used to conduct the research in four large cities (Warszawa, Wrocław, Gdańsk and Kraków). It covered 400 residents and 400 tourists. The analysis of the collected material was carried out using classification trees. Results The application of classification trees allowed identifying the main factors influencing the frequency of using city profiles in social media by tourists and residents along with distinguishing three segments of residents and three segments of tourists using soc...

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The Role of Authenticity in Destination Branding

What does it mean to be truly authentic in your destination marketing and why is it so crucial? Let’s delve into the heart of this concept and explore practical ways to ensure your destination’s brand remains genuine and engaging.

• Industry Solutions
• Technology & Digital Marketing
• Destination Branding

In the ever-evolving landscape of destination marketing, one concept consistently emerges as the cornerstone of successful branding: authenticity. As I often emphasize on the Destination Marketing Podcast , authenticity isn't just a buzzword—it's the bedrock upon which the most compelling and effective destination brands are built. But what does it mean to be truly authentic in your destination marketing, and why is it so crucial? Let’s delve into the heart of this concept and explore practical ways to ensure your destination’s brand remains genuine and engaging.

The Importance of Authenticity

Authenticity in destination branding means staying true to the core essence of what makes your destination unique. It’s about presenting an honest and consistent image that aligns with the actual experiences visitors will have. When we talk about authenticity, we’re talking about the unembellished truth of your destination—the sights, sounds, culture, and community that define it.

Authenticity is critical for several reasons. Firstly, it builds trust. When potential visitors feel that a destination is genuinely represented, they are more likely to trust the marketing messages they receive. This trust translates into increased bookings and positive word-of-mouth referrals. Secondly, authenticity differentiates your destination from others. In a world where many destinations may offer similar attractions or experiences, being authentic helps to highlight what makes your destination distinct.

Case Study: Nebraska's "It's Not For Everyone" Campaign

One of the best examples of authenticity in action is Nebraska's "It's Not For Everyone" campaign . When John Ricks, Executive Director of Visit Nebraska, evaluated the state’s brand, he realized there was a lot of work to do. Instead of trying to rebrand Nebraska as something it wasn’t, they leaned into the very perceptions that people had. They embraced the flat landscapes and wide-open spaces, turning perceived weaknesses into strengths. This campaign highlighted unique Nebraska experiences like tanking down slow-moving rivers, an activity that is quintessentially Nebraskan and not found anywhere else.

Case Study: Laredo’s Rebrand - Celebrating Culture and History

When Laredo, Texas prepared for a rebrand in 2019, it was clear that authenticity needed to be at the forefront. Laredo is a border town rich in Mexican and Hispanic culture, a vibrant blend that sets it apart from the more stereotypical “cowboy Texas” image that many people associate with the state. The previous branding did not reflect this unique cultural fusion, instead leaning towards a generic Texan identity that didn’t do justice to Laredo’s true spirit.

Their new branding truly represented and celebrated this bi-cultural identity. For instance, the use of the aloe plant in the logo and overall branding symbolized healing and unity, reflecting the close-knit relationship between the communities on both sides of the border. This choice of symbol also aimed to project a message of resilience and togetherness, which is a vital part of Laredo’s identity​​.

Additionally, the rebrand worked on shifting perceptions by highlighting Laredo’s safety and community spirit. Despite common misconceptions, Laredo is one of the safest cities in the country per capita, and this needed to be communicated effectively. By sharing stories of local experiences and focusing on the positive aspects of life in Laredo, this new strategy changed the narrative and attracted visitors who appreciate the authentic cultural experiences Laredo offers​​.

Practical Steps to Ensure Authenticity

• Understand Your Core Identity : Before you can market your destination authentically, you need a deep understanding of what makes it unique. This involves thorough research and often requires honest conversations with locals, visitors and stakeholders. What do they love about your destination? What stories do they tell? This feedback forms the foundation of your brand’s core identity.
• Align Marketing Messages with Real Experiences : Ensure that your marketing materials reflect the actual experiences visitors will have. There’s nothing worse for your destination’s reputation than for visitors to arrive and feel misled by your advertising. Authentic marketing means showcasing genuine experiences, even if they aren't the most glamorous.
• Leverage Local Stories and Voices : One of the most powerful ways to convey authenticity is through storytelling. Highlight the stories of locals, their traditions and their lifestyles. This not only adds a personal touch but also provides a richer, more immersive view of what visitors can expect.
• Consistency Across All Touchpoints : Authenticity also means being consistent in your messaging across all platforms and touchpoints. Your website, branded content, paid advertisements and even customer service interactions should all convey the same authentic story of your destination​​.
• Involve the Community : Your local community is your best (and most authentic) ambassador. Engage them in your branding efforts, whether through social media campaigns, local events or visitor interaction programs. Their genuine passion for the destination can be a compelling part of your brand narrative.

Avoiding Common Pitfalls

While striving for authenticity, it’s important to avoid common pitfalls that can undermine your efforts. Over-promising and under-delivering is a sure way to lose trust. Ensure that your promotional materials are realistic and manage visitor expectations effectively. Additionally, avoid generic marketing messages that could apply to any destination. Instead, focus on what is truly unique about your location.

In the competitive field of destination marketing, authenticity is not just a strategy—it’s a necessity. By staying true to what makes your destination special, you build trust, foster engagement and create lasting impressions that draw visitors back time and time again. Embrace the unique stories, cultures and experiences that define your destination, and let them shine through in every aspect of your marketing. Remember, authenticity isn’t just about being real; it’s about being the best version of what you already are.

By embedding authenticity into your destination’s brand, you not only attract more visitors but also ensure they leave with genuine and memorable experiences, making them ambassadors for your destination long after their visit ends.

About the Author

Adam Stoker

Adam Stoker is President/CEO of Relic. He's been working with destinations for nine years, consulting with leisure travel, stakeholder engagement, destination branding and convention/meetings marketing. He has been featured in the Utah Business and Utah Valley Business Magazines' 40 Under 40 issues. He now speaks on different industry subjects at tourism conferences across the country, most recently including Utah Tourism Conference, and the Texas Travel Summit. As one of the up-and-coming industry thought leaders, Adam's impact on the industry is just beginning.

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Center for Low-Moisture Food Safety

Improving user experiences (ux) with food safety materials developed by agricultural commodity group: a case study of the almond industry.

August 07, 2024

This project aims to examine food safety materials developed by the agricultural commodity group for the almond industry, identify insufficiencies, and suggest ways to enhance the experience of stakeholders using these materials.

Agricultural commodity groups are ideally positioned to bring together industry stakeholders and assist in establishing and implementing appropriate practices (Young & Hobbs, 2002). The Almond Board of California (ABC) exemplifies this role, being a leading commodity group in the world’s largest almond-producing region – California, which produces about 80% of the world’s almonds (Almond Board of California, 2023). To support safe food production among stakeholders, they have developed extensive food safety materials. However, limited knowledge exists on how stakeholders use these materials and how to enhance their user experiences. Involving end-users in the material design and evaluation helps to improve the perceived usability of educational materials (Kealey et al., 2023).

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Repackaging legacy software for protein structural domain annotation: an OSSS project

ARC worked with the Orengo group (UCL Structural & Molecular Biology) on a project to make an existing bioinformatics data pipeline more portable, scalable and ready to be applied to huge new datasets

30 August 2024

Figure 1 (above)   Outline of the  CATH  classification pipeline.

One of the fundamental building blocks in the field of Computational Biology is the identification of evolutionary relationships between proteins. However, proteins can be large and complex; they often consist of multiple independent units known as structural domains (defined as compact, semi-independent folding units). These domains have their own evolutionary story and are often seen recurring in different contexts in different multi-domain proteins. As such, being able to accurately identify the boundaries of these structural domains, i.e. recognising where structural domains start and stop, is a crucial first step in all subsequent analyses such as protein engineering, disease diagnostics and drug design. Providing accurate domain boundaries at scale can be a non-trivial problem though; often requiring expert manual curation, guided by a variety of metrics from automated algorithms.

What we did

The Orengo Group has used an automated data pipeline for many years while creating and maintaining the CATH database of protein structural domains [1]. Part of this data pipeline involved running algorithms responsible for identifying protein structural domains from 3D data. However this pipeline consisted of old code that was difficult to maintain, difficult to extend with more modern algorithms, and also difficult to move over to new compute facilities at UCL. Dr Robert Vickerstaff from ARC worked with Dr Ian Sillitoe from the Orengo group in UCL SMB to isolate existing legacy code into portable modules that could be run as independent units of work in addition to gluing these modules together using a modern, well tested workflow management framework (Nextflow). This would provide the flexibility and portability to allow these data pipelines to be easily adopted both within HPC facilities at UCL and in the wider community as part of larger data workflows.

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[1] https://www.cathdb.info

[2] https://github.com/UCLOrengoGroup/cath-alphaflow

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JSmol Viewer

Identifying legal, bim data and visualization requirements to form legal spaces and developing a web-based 3d cadastre prototype: a case study of condominium building.

1. Introduction

2. 3d cadastre related legislation and project in türkiye, 2.1. condominium unit and 3d cadastre-related legislation, 2.2. the production of 3d city models and creation of 3d cadastral bases project, 3. legal, bim data and visualization requirements for 3d cadastre in türkiye, 3.1. legal requirements.

• the inner face of walls should be used when drawing the legal boundaries (spaces) of a condominium unit or an accessory part of a condominium unit.
• if a space in a condominium building is not designated as a condominium unit or an accessory part, then it should be considered a common space.
• all the walls outside a condominium unit, all main walls and the walls separating the condominium units should be considered common spaces
• common spaces include, but are not limited to, ○ all the structural components (e.g., foundations, main walls, beams, columns, bearing walls forming the load-bearing system, other elements forming part of the load-bearing system, walls separating condominium units, ceilings, floors; roofs, chimneys, common roof terraces, rain gutters and fire escapes); ○ joint facilities (e.g., courtyards, entrance doors, entrances, stairs; elevators, landings, corridors, caretaker’s rooms, laundry rooms, laundry drying rooms; coal cellars, common garages); ○ installations outside the condominium units (e.g., slots and closed installations for the protection of electricity, water and gas meters; heating rooms, wells, cisterns, common water tanks, shelters, sewers, rubbish chutes; heating, water, gas and electricity installations; common networks and aerials for telephone, radio and television; hot and cold air installations);
• accessory parts (e.g., parking space, cellar) that are indicated in the architectural drawings and/or the condominium deed should be considered as accessory parts.
• all of the above requirements should be supported by architectural drawings, building survey projects, building layout plans and condominium unit plans in order to support as-built BIM-based 3D cadastre.

3.2. BIM Data Requirements

• All space-bounding physical objects, such as the structural components, including load-bearing walls, floors, and columns, as well as the architectural features, such as the roof, and non-load-bearing walls, should be represented with their true (scaled) dimensions as specified in the architectural drawing.
• The representation of all walls should include their functions, particularly whether or not they are main walls (e.g., exterior) and/or load-bearing.
• Space-bounding physical objects should not overlap.
• Spaces should be delineated by the interior boundary faces of the abovementioned space-bounding physical objects. If the spaces are not related to a physical object, then virtual boundaries should be specified.
• It may be beneficial to annotate rooms with the type of use indicated by the architectural drawing in order to provide users with further information regarding the 3D spaces.
• It is recommended that the spaces be grouped according to the condominium units to which they belong.
• All physical objects and spaces, including those extending from the lowest to the highest points of the building, should be separated and associated with the relevant storeys (levels).
• The elevations of the storeys should be stated.

3.3. Visualization Requirements

• the parcel on which the condominium building is built should be identified. Annotations and attributes (e.g., identifier, area and so on) on the parcel should be included;
• the georeferenced condominium building should be identified. Annotations and attributes (e.g., identifier, area and so on) on the condominium buildings should be included;
• the private (main part) space of the condominium unit should be identified. This can be carried out by grouping each part (e.g., rooms) of the private space into one space. It should be noted that the rooms have no legal significance [ 68 ]. On the other hand, by grouping all rooms into one space, the legal space of the condominium unit can be created;
• the common spaces should be identified. Annotations and attributes (e.g., identifier, area and so on) on the common spaces should be included. Grouping all common spaces into one may help users to better understand these spaces;
• the accessory parts should be identified. Annotations and attributes (e.g., identifier, area and so on) on the accessory parts should be included;
• the condominium unit and the accessory part(s) should be associated (grouped) for a better understanding of the private ownership spaces together;
• spaces above and below ground should be identified;
• all spaces in condominium buildings should be topologically consistent;
• the legal spaces should be visually distinguished from the physical objects in 3D;
• having the option to visualize both the legal space of condominium buildings and physical building objects in the same prototype system can further support effective visualization and dissemination.

4. Case Study to Form Legal Spaces and Develop a Web-Based 3D Cadastre Prototype

4.1. preparation of the data—depicting physical objects and basis of legal spaces, 4.2. producing legal spaces and geovisualization, 4.3. web-based 3d cadastre prototype for geovisualization, 5. discussion, 6. conclusions, author contributions, data availability statement, acknowledgments, conflicts of interest.

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Share and Cite

Ilgar, A.; Kara, A.; Çağdaş, V. Identifying Legal, BIM Data and Visualization Requirements to Form Legal Spaces and Developing a Web-Based 3D Cadastre Prototype: A Case Study of Condominium Building. Land 2024 , 13 , 1380. https://doi.org/10.3390/land13091380

Ilgar A, Kara A, Çağdaş V. Identifying Legal, BIM Data and Visualization Requirements to Form Legal Spaces and Developing a Web-Based 3D Cadastre Prototype: A Case Study of Condominium Building. Land . 2024; 13(9):1380. https://doi.org/10.3390/land13091380

Ilgar, Azer, Abdullah Kara, and Volkan Çağdaş. 2024. "Identifying Legal, BIM Data and Visualization Requirements to Form Legal Spaces and Developing a Web-Based 3D Cadastre Prototype: A Case Study of Condominium Building" Land 13, no. 9: 1380. https://doi.org/10.3390/land13091380

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