Crafting a solid brand strategy doesn’t have to feel like guesswork. You know your business has potential—you just need the right approach to stand out and connect with people who’ll love what you’re offering.
That’s where brand strategy comes in. It’s not about gimmicks or quick wins; it’s about creating something real that sticks.
In this post, we’re diving into how some of the most successful brands (big, small, and everywhere in between) get it right. From innovative disruptors to heritage icons, you’ll see how they’ve built strategies that actually work.
The best part? You can take these ideas and adapt them to fit your brand.
Let’s dig into 14 great examples and some practical lessons to help you build your own winning strategy.
Key Categories of Brand Strategy
Before we start, here are five categories to help break down some of the different approaches brands take so you can see what works and why:
Purpose-Driven Brands
These companies build their entire strategy around a clear “why.” It’s not just about what they sell; it’s about what they stand for. Whether it’s sustainability, social justice, or creating a better world, purpose-driven brands use their mission to attract customers who share their values.
Disruptive Innovators
Disruptive brands rewrite the rules of their industry. They don’t just follow trends, they make them. These brands thrive by addressing unmet needs, simplifying outdated processes, or delivering something so unique that they reshape the market entirely.
Storytelling Gurus
Some brands are all about the story they tell. These are the brands that make you feel something, whether it’s empowered, inspired, or just seen. Storytelling helps people connect on a deeper level, turning casual customers into loyal fans.
Customer-Centric Leaders
For these brands, the customer is the star. Everything they do, from product development to service innovation, is laser-focused on creating an experience people love. They don’t just meet expectations; they exceed them every time.
Heritage Keepers
These are the brands that have stood the test of time by evolving with the world while staying true to their roots. They know how to adapt without losing the essence of what made them successful in the first place.
Lifestyle Curators
These brands take the ordinary and elevate it into an aspirational lifestyle. By tying their identity to cultural moments, aesthetics, and influential personalities, they create something people don’t just buy, but want to be part of.
These strategies all tap into something bigger than a product. They align with values, meet real needs, and spark meaningful connections. With that, let’s move into our examples.
14 Brand Strategy Examples
Truthfully, branding can be such a struggle if you don’t know which direction to go in. But that’s why looking at what others have done can be a goldmine of inspiration. Here are some of the best strategies across different categories to spark your own ideas.
Purpose Driven Brands
Patagonia doesn’t just sell outdoor gear, they’ve made environmental activism the heart of their brand. And they don’t just talk about sustainability; they back it up with bold, sometimes unconventional moves, like telling customers not to buy their products.
The “Don’t Buy This Jacket” campaign wasn’t a gimmick; it was a statement. And it worked. In a world where brands are constantly shouting more, more, more, Patagonia did the opposite, and people listened.
Their strategy isn’t about pushing products, it’s about reinforcing values. From donating 100% of Black Friday profits to environmental causes to making their entire business a nonprofit, every decision Patagonia makes reminds customers why they exist.
And because they stay true to that mission, they’ve built a fiercely loyal community of people who don’t just wear Patagonia, but believe in it.
Disruptive Innovators
Liquid Death isn’t just selling water—they’re flipping the entire bottled water industry on its head. Instead of sleek, minimalist branding that whispers purity and hydration, they went full punk rock. Tallboy cans that look like beer? Check. Skull-heavy branding? Check. A tagline that literally says Murder Your Thirst? Absolutely. And somehow, it works.
What makes Liquid Death innovative isn’t just the branding—it’s what they’re changing in the market. They took something as basic as water and turned it into a rebellious, anti-establishment movement. The entire industry has been dominated by plastic bottles and wellness-focused messaging, but Liquid Death made sustainability cool.
Aluminum cans over plastic, irreverent marketing over corporate jargon—it’s a brand that doesn’t take itself too seriously, and that’s exactly why it stands out.
And people love it. Not just because the water is good (it is), but because drinking Liquid Death feels like an identity statement. It’s hydration with an edge. It’s for the person who wants to drink water but doesn’t want to feel like they’re drinking water.
The takeaway? Sometimes, real innovation isn’t about the product itself—it’s about rethinking how people experience it.
Storytelling Gurus
Let’s talk about Thinx—yes, the period underwear brand. It’s not just about wearing underwear that actually works; it’s about breaking taboos, sparking conversations, and empowering women.
Thinx has taken what was once an uncomfortable, hidden part of life and made it something to embrace and talk about openly. Periods aren’t dirty secrets anymore; they’re part of the conversation. Thinx’s brand strategy is built on storytelling that puts menstruation front and center—an experience that is often overlooked or stigmatized. Through their campaigns, they’ve humanized the topic and made it relatable.
They’ve embraced the awkward, the uncomfortable, and the real, positioning themselves as the brand that doesn’t shy away from taboo subjects. Their storytelling is rooted in authenticity, whether it’s sharing the personal experiences of the founders or telling powerful stories of how their products are changing lives. And let’s not forget the empowering angle—Thinx isn’t just about functional underwear; it’s about feeling confident and in control.
They don’t just sell a product—they sell a message of breaking down barriers, normalizing conversations, and championing self-love and confidence. It’s no longer just about making menstruation easier; it’s about making it a movement. And that’s how Thinx turns something as ordinary as underwear into an act of rebellion.
Customer-Centric Leaders
Popflex isn’t just another activewear brand—it’s a brand that actually listens. While most companies push out products and hope customers like them, Popflex flips the script. Their entire branding revolves around one thing: designing with a why.
Every product is created with real feedback in mind, making customers feel like they’re part of the process instead of just the end result.
Founder Cassey Ho, or blogilates on TikTok, has built a brand identity rooted in transparency and collaboration. She doesn’t just drop new collections—she takes people inside the design process, sharing sketches, prototypes, and even failed ideas on Instagram.
And when customers have suggestions? She actually uses them. It’s a level of engagement that makes Popflex feel less like a brand and more like a community.
Branding isn’t just about the product, it’s about the relationship. When customers feel heard, they don’t just buy from you; they root for you. And Popflex has mastered the art of turning shoppers into superfans.
Heritage Keepers
Burt’s Bees has been doing natural since before it was a buzzword. While beauty trends come and go, they’ve stuck to the same philosophy for decades—simple, no-nonsense products. No overcomplicated formulas, no gimmicks, just straightforward products that work.
That’s the magic of a heritage brand. What started as a small honey business run by Burt, an actual beekeeper, turned into one of the most recognizable names in beauty, all without chasing trends. The yellow packaging, the bee logo, the signature lip balm tin—it’s all stayed the same because it works. People don’t need to guess what they’re getting with Burt’s Bees, and that kind of reliability keeps them coming back.
You don’t have to reinvent yourself every five minutes to stay relevant. When a brand is built on authenticity and simplicity, it never goes out of style.
Lifestyle Curators
Yes, I’m going to talk about Erewhon—don’t judge. It’s wild, it’s overpriced, and somehow, it works. What started as a humble superfood grocery store has turned into a full-blown cultural phenomenon.
Grocery shopping isn’t just an errand anymore, it’s a social event, a status symbol, a flex. And that’s the genius of Erewhon.
Of course, $20 smoothies aren’t exactly reasonable, but that’s not the point. It’s not just about the ingredients, it’s about what it represents. Erewhon has mastered the art of making everyday purchases feel exclusive.
By shrinking the gap between unattainable celebrity culture and something as routine as buying groceries, they’ve created a brand that people want to be seen with.
Because let’s be real—if it’s good enough for Hailey Bieber, Kendall Jenner, and every other LA wellness guru, it should be for the rest of us.
Every brand here offers something unique, but they all have one thing in common: they understand their audience and their purpose. That’s the key to a strategy that sticks.
Deep Dive: Common Threads in Successful Brand Strategies
While every successful brand has its own approach, there are a few universal strategies that set the best apart.
These aren’t flashy tactics, they’re foundational practices that make brands resonate and stand the test of time.
Customer Empathy and Insights
Great brands get their customers. They don’t just guess what people need—they take the time to listen, learn, and adapt. Empathy drives everything from product development to messaging, creating connections that feel genuine.
Why it works: When a brand deeply understands its audience, it can deliver exactly what they want, and more. Think Spotify, which uses listening data to build hyper-personalized experiences like “Discover Weekly.”
Staying True to Brand Values
People can spot a fake a mile away. Successful brands don’t just slap on trendy values, they live them. Staying consistent with what you stand for creates trust and a loyal following.
Example: Ben & Jerry’s is known for its activism. They’ve used their platform to push for social justice while keeping their ice cream fun and approachable. That authenticity makes their brand feel like a friend you’d want to hang out with.
Innovating While Maintaining Relevance
The world moves fast, and staying relevant requires brands to evolve, but innovation only works when it feels true to your brand’s essence. It’s about striking the balance between staying fresh and holding onto what people love about you.
Example: LEGO could have faded as kids turned to screens, but instead, they leaned into digital by launching apps, movies, and collaborations with pop culture icons. They stayed playful and creative while meeting new trends head-on.
Leveraging Multi-Channel Storytelling
These days, brands need more than one message on one platform. Storytelling needs to flow across channels—from social media and email to ads and packaging. It’s not about repetition; it’s about creating a cohesive story wherever people experience your brand.
Example: Airbnb’s “Belong Anywhere” doesn’t just exist as a tagline, it’s woven into every part of their brand, from hosts’ profiles to their marketing campaigns. The message is clear, consistent, and unmistakably theirs.
So if you’re building a brand (or refining one), these four threads are worth leaning into. Next, let’s look at some things you’d want to avoid.
Mistakes to Avoid
Even the best intentions can backfire if you lose sight of what really matters. These common missteps can derail a brand’s strategy, and fast. Here’s what to watch out for:
Losing Touch with Your Core Values
When a brand drifts from its original values, people notice. Rebranding or pivoting isn’t a bad thing, but it has to feel authentic. If your customers sense that you’ve sacrificed what you stand for in an attempt to chase trends, trust will take a hit.
Example: Remember the infamous Gap logo rebrand? Customers felt like the iconic brand was losing its identity, and backlash forced Gap to revert within days.
Prioritizing Profits Over Purpose
When brands focus solely on revenue, it shows, and not in a good way. Customers care about more than just what you sell; they want to know what you stand for. If your actions feel out of sync with your stated purpose, you risk alienating your audience.
Tip: Always align profit-driven decisions with your mission. Customers value consistency and will stick with brands that prove they care about more than just the bottom line.
Neglecting the Power of Customer Experience
Your product can be amazing, but if the experience isn’t up to par, it’s game over. Customers remember how your brand makes them feel, whether it’s a seamless purchase process or a frustration-free return policy. Great experiences are what create loyal customers.
The Bottom Line
It’s easy to get caught up in short-term wins, but successful brands stay focused on the big picture.
Stick to your values, put your customers first, and make every move with purpose. It’s not complicated, but it takes intention, and the effort is always worth it.
How Open Late Collective Can Help:
At Open Late Collective, we are dedicated to enhancing your brand’s CX at every stage. Our expertise in optimizing website journeys, boosting conversions, and creating memorable post-purchase experiences ensures your customers receive the best possible experience. We provide robust customer support systems that balance AI and human touch, and we prioritize integrating valuable customer feedback. Partner with Open Late Collective to elevate your customer experience and drive lasting success.
