In today's saturated market, with brands popping up left, right, and centre, building a strong brand that sets you apart in a sea of sameness is crucial for success, but also not that easy…

It all comes down to a clear brand strategy. A brand is no longer a pretty logo and catchy colours; it’s your values, your purpose, your wider mission, your approach to global issues, how you communicate with customers, stakeholders and employees (and sooo much more). So without a brand strategy in place, you’ve no chance of standing out, being heard and building success.

To help you out, we wanted to spotlight 5 brands that have managed to build killer brands, and dive into the strategy behind their success a little. P.s. One fundamental all these brands have in common is they are all customer-centric at their core. They have each created a brand that their customers want to be part of and admire, with decisions shaped by customers wants and needs. 


Nike, renowned for its cutting-edge athletic wear, captures the essence of empowerment, innovation, and performance with its iconic 'swoosh' logo. Their slogan, "Just Do It," is the heartbeat of their brand strategy, encouraging everyone to embrace their passions fearlessly.

While their primary audience includes athletes and fitness enthusiasts, Nike's appeal extends to those aspiring to join the community of health, fitness, and well-being. Their marketing revolves around inspirational campaigns, celebrity endorsements, and innovative product launches. The 'Just Do It' slogan resonates deeply with individuals aspiring to achieve greatness, forging an emotional connection with their audience.

Nike's future vision centres on sustainability, innovation, and inclusivity. They aim to create a positive impact on the environment while continuing to inspire and empower athletes and aspiring athletes worldwide. 


A24, an entertainment company, focuses on groundbreaking cinema and TV. Their titles, like Ladybird (2017), Midsommar (2019), and Priscilla (2024), challenge conventions and redefine storytelling. Their primary audience are mainly cinephiles, film enthusiasts, and individuals seeking thought-provoking cinematic experiences.

A24's integrated brand strategy is tailored to its niche ideal audience, focusing on unique storytelling, creative trailers, and immersive social media campaigns. They create buzz through limited releases and strategic partnerships with film festivals.

For the future, A24 aims to continue pushing the boundaries of storytelling, fostering a community of filmmakers, delivering immersive cinematic experiences for diverse audiences, and incorporating new technologies into their projects such as 3D printing to create more interesting props for their projects.


Airbnb is a global online marketplace, connecting travellers with unique accommodations, fostering a sense of belonging and community. Their audience spans budget-conscious backpackers, luxury travellers, and culture enthusiasts, including those seeking a short break from their busy day-to-day lives!

Airbnb's brand strategy relies on user-generated content, (I mean, who doesn't show off their short stay with a few Instagram story pics). They engage in content marketing, leveraging travel bloggers and influencers to showcase real experiences.

Their vision revolves around inclusivity, sustainability, and expanding their services to close in a broader range of travel-related experiences, encapsulated in their iconic slogan, "Belong Anywhere."

Airbnb stands out in the hospitality industry by focusing on bringing people together, digitally or during their stays, positioning the brand to meet their audience's needs.


Supreme, a cult streetwear brand, caters to fashion-forward youths, streetwear culture enthusiasts, and art and culture influencers who value exclusivity and unique designs. Their brand strategy thrives on scarcity and hype due to always selling out world-wide on their new releases as well as their audience always asking for more, this is Supreme living by their truth, "world famous."

Supreme creates buzz through limited releases, collaborations with artists and designers, and unconventional marketing campaigns. Their items become collector's pieces, fuelling demand from the target audience.

Supreme's future aims are to maintain their energy of exclusivity while exploring new avenues for collaborations and expanding their product range. They continue to influence and shape streetwear culture globally, building a strong community.

Five Guys

Five Guys, the American fast-food chain, has gained a loyal following for its made-to-order burgers, fries, and shakes, to niche focus on bringing quality and simplicity to the brand. They appeal to food enthusiasts, urban dwellers, professionals, and families seeking a delicious and customisable fast-food experience.

Their brand strategy relies on word-of-mouth,and user generated content from the target audience, meaning their core focus is on quality of their ingredients.

Five Guys' vision centres on maintaining their commitment to quality and customer satisfaction. They aim to expand their global footprint while preserving their brand identity, offering a no-frills, exceptional burger experience.

Check out this article: ‘Did Five Guys become a global success with no marketing? Absolutely not.’ for more on Five Guy’s marketing strategy, click here to read more.

There we have it 

5 brands that are smashing their brand strategy, and today are some of the biggest brands in their respective industries. With a clear focus on who they are, what they stand for and where they want to be positioned in the market, they’ve been able to create brands that don’t just succeed, but stand out as a market leader. 

In today’s world, what your brand stands for is everything. Authentic values provide a brand framework that allows you to build meaningful connections with your audience, empower your team and attract and retain talent.

If you want to create a brand strategy, just like Nike, Supreme, A24, Five Guys and Airbnb, why not take our brand values mini course? In this course, we cover everything you’ll ever need and more to define authentic brand values for your organisation and set you apart from your competition.

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