Why Branding is Human and 20 Types of Branding You Should Consider for 2024
Branding is more than a logo, tagline, or catchy slogan. It goes deeper, embracing the essence of human connection. The phrase "branding is human" encapsulates the idea that effective branding extends beyond visuals and slogans; it involves creating emotional bonds, sharing meaningful stories, and building trust. It’s about aligning a brand’s identity with the values, emotions, and beliefs that shape human experiences. Exploring the various types of branding, such as the "20 types of brand" strategies, reveals how different approaches can be used to foster these connections.
Why is Branding Human?
- Emotional Connections: The Heartbeat of Branding
Humans are driven by emotions, and successful brands leverage this by evoking feelings like excitement, nostalgia, or comfort. These emotions aren’t just about the products; they stem from the brand’s ability to connect on a deeper level through stories, experiences, and shared values. Among the "20 types of brand" strategies, emotional branding focuses specifically on creating these strong bonds that resonate with customers’ hearts.
- Storytelling: Weaving a Relatable Narrative
Storytelling has been a vital aspect of human communication for centuries. It goes beyond the functional benefits of a product, framing a brand as a storyteller with a voice, history, and purpose. Different types of branding, such as cultural branding or cause branding, use storytelling to convey values and mission, helping the brand to feel more human and approachable.
- Personality: Infusing the Brand with Human Traits
Just like people, brands can have unique personalities that shape how they communicate and behave. Whether a brand is bold, empathetic, or playful, this personality gives it life. In the spectrum of the "20 types of brand" strategies, personal branding emphasizes the importance of individual traits, while corporate branding focuses on a unified company personality that resonates across all touchpoints.
- Trust and Relationships: Building Lasting Bonds
Brand relationships develop similarly to human relationships, built through consistent and genuine interactions. People trust brands that show integrity, deliver on promises, and engage with them in meaningful ways. Various types of branding, such as service branding or employer branding, aim to establish trust in specific areas, whether through customer service quality or creating a desirable workplace environment.
- Authenticity and Values: Reflecting What Matters
Today’s consumers seek authenticity, supporting brands that share their values and stand by ethical principles. Different types of branding like sustainable branding or cause branding align with social or environmental causes, reflecting a commitment to more than just profit. This approach humanizes a brand, making it not just a business entity but a value-driven part of the community.
- Adaptability: Evolving Alongside Human Needs
Just as humans grow and adapt, so must brands. Staying relevant in a constantly changing world involves recognizing shifts in culture, technology, and consumer expectations. The adaptability seen across the "20 types of brand" strategies demonstrates how branding can evolve to meet the needs of the time, showing an understanding of the human condition.
By delving into various types of branding, brands can create strategies that resonate on a deeper level with their audience, making connections that last. Whether it’s tapping into emotions through emotional branding, or using storytelling to align with cultural values, the "20 types of brand" approaches provide a comprehensive framework for crafting a brand strategy that feels human and authentic.
Now, let’s dive into the 20 types of branding that play a vital role in shaping perceptions and building customer loyalty in 2024.
The 20 Types of Branding You Need to Know
- Corporate Branding
This involves managing the overall identity of a company. It’s about establishing trust, credibility, and recognition across all products and services.
Example: Apple, Coca-Cola.
- Product Branding
Creating a distinct identity for a specific product helps it stand out in a competitive market.
Example: Air Jordan by Nike, Coca-Cola’s classic soft drink.
- Personal Branding
Individuals can develop their public personas to build influence and recognition, establishing themselves as experts in their fields.
Example: Elon Musk, Oprah Winfrey.
- Service Branding
Building a reputation for quality and customer experience in service delivery is essential for companies in sectors like hospitality and transportation.
Example: Apple, Uber, Airbnb.
- Voice & Sonic Branding
Sound and voice can create memorable brand associations and strengthen auditory recognition, fostering a deeper emotional connection with consumers.
Examples: Think of sounds like the "Apple's Startup Sound" or the "ta-dum" of Netflix or the chime of Intel.
- Digital & Online Branding
In the age of the internet, establishing a brand’s presence across digital platforms is crucial.
Example: Nike Personalization and Customization, Spotify, Netflix.
- Employer Branding
This focuses on creating a positive image of the company as an employer, attracting and retaining top talent.
Example: Google, Patagonia.
- Experiential Branding
Brands engage consumers through immersive experiences, creating emotional connections by allowing direct interaction.
Example: Red Bull’s sports events.
- Retail Branding
Retail branding enhances in-store experiences to attract customers and influence their shopping journey.
Example: IKEA, Starbucks.
- Sensory Branding
Engaging multiple senses like touch, smell, or taste creates a more memorable brand experience.
Example: Lush Cosmetics’ tactile products.
- Geographical Branding
This involves promoting a location to attract tourists, investment, or residents, creating a strong identity for a place.
Example: “I LOVE NY.”
- Co-Branding
Two or more brands collaborate to create joint products or campaigns, combining strengths to reach a wider audience.
Example: Nike and Apple.
- Emotional Branding
It’s about connecting deeply with the audience’s emotions, values, and aspirations through storytelling.
Example: Nike’s campaigns on personal achievement.
- Cultural Branding
Aligning a brand with cultural or social movements helps it resonate with specific audiences.
Example: Patagonia’s environmental advocacy.
- Cause Branding
Associating the brand with a social cause demonstrates responsibility and purpose, appealing to socially conscious consumers.
Example: TOMS Shoes’ “One for One.”
- Luxury Branding
Creating a sense of exclusivity, prestige, and high quality boosts the perceived value and desirability of products.
Example: Rolex, Ferrari.
- Sustainable Branding
Focusing on sustainability, eco-friendliness, and ethical practices appeals to environmentally conscious consumers.
Example: Tesla, The Body Shop.
- Franchise Branding
Ensuring consistency across multiple franchise locations helps maintain a recognizable brand experience worldwide.
Example: McDonald’s.
- Virtual Branding
With the rise of virtual environments, brands can create experiences in places like video games or metaverses.
Example: Nike’s virtual shoes.
- B2B Branding
This type of branding targets other businesses, emphasizing credibility and trust within professional networks.
Example: Salesforce, IBM.
Embracing the Human Side of Branding in 2025 and Beyond
As we move into 2025, the landscape of branding continues to evolve, but one thing remains constant: the need for human connection. In a world where consumers are more discerning and socially conscious than ever, successful brands must go beyond superficial elements like logos and taglines. They need to embody human qualities—empathy, authenticity, and adaptability—to create genuine connections with their audiences.
The "20 types of brand" strategies offer a comprehensive toolkit for crafting a brand identity that truly resonates. Each approach, whether it's emotional branding that taps into deep-seated feelings, sustainable branding that aligns with ethical values, or digital branding that enhances online presence, serves a unique role in shaping how people perceive and connect with brands. By leveraging the right mix of these types of branding, businesses can build meaningful relationships that last, driving loyalty and long-term growth.
As we step into 2025, the brands that will stand out are those that understand the power of storytelling, embrace their unique personalities, and commit to values that mirror those of their audience. These brands won’t just market products; they’ll craft experiences, foster communities, and lead cultural conversations. The future of branding isn’t just about keeping up with trends—it’s about being human in an increasingly digital world, staying relevant, and creating an impact that endures.
In a time of rapid change, the brands that thrive will be those that stay true to the essence of what makes branding human: building connections that matter. The strategies you choose today will shape the story your brand tells tomorrow, setting the stage for a future where your brand isn’t just recognized but truly remembered.
