TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
Examples of 5 Key Branding Elements
By: Cindy Wendland
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
There are many examples of great branding. It might be interesting to look at how several companies perform in relation to the five key branding elements: brand position, brand promise, brand personality, brand story, and brand associations.

Brand Position. Positioning is about striking the right tone with customers and being known for something. Lexus has mastered the positioning of being a luxury brand with excellent customer service. Even the way the phones are answered at the dealership are significantly different and purposeful.

Brand Promise. 21st-century brands need to focus on adding value and improving lives. Dove accomplishes this by working to help women feel better about themselves by increasing their self-worth. Dove’s marketing is meaningful and engaging as women rally behind the notion that everyone is beautiful. Dove’s promise is to help all women recognize their beauty.

Brand Personality. The Skinnygirl brand has developed a personality of being hip and sassy. The brand focuses on better health and quality of life in a way that is fun and engaging. This brand tells the customer they can have it all — great taste and low calories — with a bit of pizzazz. That is appealing to their market.

Brand Story. Maserati is celebrating 100 years of making fine Italian automobiles. Their 50-page glossy insert in the latest AutoWeek magazine is a masterpiece in itself. It celebrates how Maserati’s branding builds on a strong history and stays relevant in the current day. The carmaker hails from three brothers who loved mechanical things and speed and started a car company. Maserati became and is still known for attention to detail. They keep that element strong in their brand as they introduce new models of the GranTurismo. They stay relevant to the times with the release of an app for the new Maserati Ghibli.

Brand Associations. These are the things a brand calls to mind. McDonald's may make you think of French fries, or it may make you think of a stomach ache. Volvo may make you think of safety. Viagra may make you think of senior sex. Partnership opportunities are a great way to increase brand associations, as long as the match is strong. Jennifer Aniston and Aveeno are a good match that helps both brands.

Put the five branding elements to work and see what a difference it can make in your brand.


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
Beneath the Brand on

Advertise on Beneath the Brand
Return to Top