Branding Success Story: Airbnb

Where One Rental = Travel, Hospitality & Belonging

Traveling to, visiting and discovering new places can be one of the ultimate experiences: memorable, exciting and an adventure to say the least.  One of the main reasons for traveling is to experience a place for all its unique qualities and offerings. Yes of course that includes seeing the tourist attractions, visiting famous landmarks and eating at the best-rated restaurants in town but it should also include experiencing a place like the locals do. A feeling that is hard to achieve when staying at the local hotels and hostels.

Enter Airbnb, the popular online and mobile rental site that is changing the way people list their unique properties for rent to millions of guests worldwide. Their secret to success? A place, and more an importantly an idea that we all crave…

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New Post Series: Branding Success Stories

Branding is many things, from telling a compelling story, developing a recognizable logo, communicating with the right images, colors, words, and even choosing to advertise to the right customers. But in essence it is making someone fall in love with your product from day one, so they will want to see you again and again, and possibly forever.

At BrandDNA, we believe successful branding is everything. Our new blog post series of Branding Success Stories features some brands whose strategic branding we love and admire.

Branding: A Good Story and an Organization-wide Effort

Branding occurs in the minds of consumers. Humans naturally create associations in everyday life. We all love a good story. More importantly, we tend to remember good stories. Good stories make things personal. We perceive it with characters and recall details associated with them. When you introduce a brand with a strong identity, quality products and valuable content, it eventually instills an emotional connection in your customers.

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Branding starts with telling a story.

Most brands have a compelling story to tell the world. But often the relevance and product advantages get obscured in the marketing process so that consumers never really understand. This can be because the brand focuses its communication on the wrong messages, because it uses the wrong communication channels, because it has lost touch with the real wants and needs of its target group, or all of the above.

A brand must start by getting to know the target market up close and personal. Usually by talking to them! Mapping their perceptions and looking for overlap between their unmet needs and the brand’s offer. Then creating a message that is both relevant to buyers’ needs and differentiating from competitors. Brands should create a plan for how this message will be used across the various communication channels, particularly online in today’s social marketing centric world.

Positioning a brand is the biggest hurdle for entrepreneurs!

Many marketing people have different interpretations about what brand positioning means. It’s one of those concepts that is hard to pin down, yet at the same time is so important to the success of your brand. Positioning is at the heart of your brand. It’s essentially the summation of everything your brand is about to your customers, employees and others in your category.

So look at some real life examples.

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