9 Successful Brand Strategy Examples in 2024

June 11, 2024
Written by
Ali Saeed
June 11, 2024
Table of Contents (click to go there)

Building a solid brand strategy involves understanding and implementing key elements such as brand positioning, compelling messaging, and connecting with the ideal audience.

Here, we explore these concepts through real-world branding strategy examples, highlighting how successful brands have navigated these elements.

Brand Positioning

Credit: Marianna Renesi

Who doesn’t know the Apple logo?

The brand connects with innovators, aspirational individuals, and underdogs, creating products that simplify their lives and make them more productive.

With its slogan "Think Different," Apple positions itself as a leader in innovation and design.

Apple's messaging resonates with those who see themselves as forward-thinkers and creators.

The brand has a consistent positioning - targeting innovators and underdogs and emphasizing its commitment to providing innovative solutions that enhance productivity.

When we look at Tesla, it’s similar to Apple.

Tesla’s brand is known because of the personal brand of its founder, Elon Musk.

People who admire Elon Musk are drawn to Tesla and any other product he brings out.

The brand targets environmentally conscious consumers who value sustainability and want to feel distinct on the road.

Both Apple and Tesla target innovators and creators.

They appeal to individuals seeking products that enhance productivity and reflect their forward-thinking values, and their brands are perfectly positioned in that way.

Brand Values

Ben & Jerry’s is a popular ice cream brand that emphasizes brand values aligned with social activism and ethical practices.

The company actively participates in social justice campaigns and emphasizes fair trade practices.

Ben & Jerry’s connect with consumers who prioritize ethical consumption, making them loyal to the brand.

By integrating social activism into its brand values, Ben & Jerry’s appeals to ethically-minded consumers and strengthens customer loyalty.

TOMS #withoutshoes giving campaign from 2015. From LA Times

Similarly, TOMS Shoes created a compelling narrative around social impact with its "One for One" campaign, linking every purchase to donating a pair of shoes to a child in need.

This social responsibility message resonates with consumers who want their purchases to make a difference​.

Integrating social responsibility into brand values goes beyond the company's goals and focuses on positively impacting people's lives.

This approach creates a strong connection between consumers and the brand, as they support not only the products but also the brand's CSR initiatives ingrained within the products.

Long-Term Vision

Nike has had a long-term vision to inspire and innovate for every athlete globally.

Their popular "Just Do It" slogan encapsulates this vision, encouraging aspirers and dreamers to pursue their goals.

The brand’s long-term commitment to performance, quality, and athletic excellence is reflected in its product innovation and athlete endorsements, reinforcing its position as a leader in the sportswear industry​.

Nike not only creates great shoes that people can connect with deeply, but they also become a part of their personality.

Transitioning to Patagonia exemplifies a long-term vision focused on environmental sustainability and corporate responsibility.

The company has committed to becoming carbon neutral by 2025 and has restructured ownership to ensure its profits are reinvested into environmental causes.

This dedication to sustainability attracts eco-conscious consumers and sets a benchmark for corporate responsibility in the business world​​.

Nike and Patagonia demonstrate their long-term actionable visions through consistent investments in innovation, sustainability, and social responsibility, setting a standard for the industry and inspiring others to follow suit.

Effective Messaging

Effective messaging is crucial in brand strategy as it helps shape the perception of a brand and influences how it is received by the target audience.

A well-crafted message can differentiate a brand from its competitors and create an emotional connection with consumers.

And Airbnb does it really well. 

Their tagline, “Belong Anywhere,” promotes community and connection.

Airbnb differentiates itself from traditional hotels by offering unique, local experiences.

This messaging appeals to travelers seeking authentic experiences and fosters a sense of belonging.

Airbnb’s effective messaging focuses on community and unique experiences, setting it apart from traditional lodging options.

Effective brand messaging can form a genuine connection with the ideal audience, influencing their perception and fostering a solid and lasting relationship with the brand.

Connecting with the Ideal Audience

Talking about the ideal audience, Lush Cosmetics connects with its audience by prioritizing ethical sourcing and cruelty-free products.

Compared to competing brands such as Sephora or MAC, Lush's focus on ethical campaigns and stand against animal testing set it apart in the beauty industry.

Lush Cosmetics has a strong commitment to ethical sourcing and cruelty-free products, which resonates with consumers who prioritize responsible consumption and sustainability.

This approach has garnered them a dedicated and engaged customer base.

Trader Joe’s targets health-conscious and adventurous food shoppers with unique and often exotic product offerings.

Unlike Whole Foods, Trader Joe's incorporates fun visuals in its campaigns, creating a lighthearted and engaging atmosphere.

In contrast, Whole Foods adopts a more serious and less fun approach.

However, both brands effectively deliver a strong message that resonates with their target audiences.


Effective brand strategies involve a clear understanding of positioning, values, long-term vision, messaging, and audience connection.

Your brand can become like Apple, Tesla, or Airbnb, provided you develop your strategy best.

As a business, you don’t need to target everyone. You just need to target those that resonate with your values and mission.

By studying these branding examples, businesses can learn to craft strategies that resonate deeply with their target audiences and drive long-term success. We have done branding in Kuwait for aspiring startups and SMEs—reach out for your branding needs.


Ali Saeed

Ali Saeed is a strategy-focused graphic designer and marketer based in Kuwait, with four years of experience in shaping social brands, company profiles, and presentations. His foray into web design and development is driven by a keen understanding of marketing and business principles, enabling him to deliver design solutions that are not only visually compelling but also strategically effective.

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