Types of Branding: A Guide to Different Branding Strategies

Types of Branding


Today, we will discuss the different types of branding strategies that can help you develop the right brand for the right situation. Whether you’re a small business owner or a brand strategist, having a clear understanding of the various branding tactics available to you is essential for making strategic decisions.

Branding strategies play a crucial role in the success of a business. A well-executed branding strategy helps a company establish a unique identity, build trust with customers, and differentiate itself from competitors. Understanding the different types of branding is essential for developing an effective brand strategy.

In this blog, I will discuss eight different types of branding that you can incorporate into your brand strategy. Let’s dive in!

Types of Branding

There are various types of branding, including:

  • Personal Branding: Managing your reputation as a professional within your industry.
  • Corporate Branding: Focusing on developing the name and reputation of the brand itself.
  • Product Branding: Branding individual products within an overarching brand.
  • Service Branding: Branding services offered by a business to distinguish them from one another.
  • Co-Branding: Collaborating with other brands to leverage each other’s brand equity and enhance reputation.
  • Umbrella Branding: Using a parent brand to manage multiple individual brands.
  • Purposeful Branding: Aligning the brand with a cause or belief shared by the audience.
  • Employer Branding: Focusing on branding internally to attract top talent to the organization.

Personal Branding

Personal branding is all about managing your reputation as a professional. Whether you’re an employee or a business owner, nurturing your brand helps you position yourself in the market. By developing a focused reputation, you can ensure that people see you for what you want to be known for.

Corporate Branding

Corporate branding focuses on developing the name and reputation of the brand itself. While most businesses promote their products or services, some also emphasize the brand itself. Nike, for example, not only promotes its products but also focuses on building the reputation of the Nike brand through advertisements that highlight its values and beliefs.

Product Branding

Product branding involves branding the individual products of a business. It is often seen in umbrella branding strategies where an overarching brand, such as Nike, has multiple individually branded products. Each product, like the Nike Air Max range, has its own distinct brand identity and messaging.

Service Branding

Service branding is similar to product branding but focuses on branding services instead of products. Many businesses offer various services, and using service branding helps distinguish between those services. FedEx, for example, uses service branding to differentiate its subsidiary services like FedEx Freight, FedEx Ground, and FedEx Express.


Co-branding involves bringing two or more brands together in collaboration or partnership. These brands typically share the same audience or segment within an audience. Red Bull and GoPro, both popular among extreme sports enthusiasts, leverage each other’s brand equity to enhance their reputations.

Umbrella Branding

Umbrella branding is a strategy where a parent brand manages multiple distinct brands underneath it. It can be achieved through a branded house approach, like Nike or Apple, where each brand operates individually but benefits from the parent brand’s equity. Alternatively, a house of brands approach, like Unilever, allows each brand to have its own identity.

Purposeful Branding

Purposeful branding involves engaging in activities that go beyond the transactional nature of a brand’s existence. Brands align with causes that resonate with their audience’s beliefs and values, contributing to society on a broader scale. TOMS, known for its “One for One” model, and Patagonia, committed to sustainability, are examples of purposeful branding.

Employer Branding

Employer branding focuses on branding internally to attract top talent. Businesses showcase their understanding of what employees want, such as work-life balance, to attract the brightest minds in the market. Google, renowned for its strong brand culture, exemplifies successful employer branding.


Understanding the different types of branding strategies is crucial for developing an effective brand strategy. Brands like Dove successfully incorporate multiple branding strategies, including corporate branding, product branding, purposeful branding, and umbrella branding.

When approaching a brand strategy workshop, having a comprehensive knowledge of these strategies gives you the tools to make strategic decisions. Remember, branding is a strategic game, so arm yourself with these branding tactics to brand like a master.


Q: Can I use multiple branding strategies at the same time?

A: Absolutely! Many brands leverage multiple branding strategies concurrently. For example, you can use an umbrella branding strategy along with a product branding strategy to promote both the parent brand and individual products.

Q: What is the difference between corporate branding and product branding?

A: Corporate branding focuses on building the reputation of the brand itself, while product branding focuses on branding individual products. Corporate branding promotes the brand name, while product branding emphasizes specific products within the brand’s portfolio.

Q: How can purposeful branding benefit a brand?

A: Purposeful branding helps brands connect with their audience on a deeper level by aligning with causes that resonate with their beliefs. It not only enhances brand reputation but also contributes to society in a meaningful way.


A passionate Digital entrepreneur and business coach​ with 8+ Year Experience

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