Are you looking for some inspiration when developing your brand strategy?

It’s easy to find examples of the brand strategies behind famous brands, but it’s not always clear how to apply that or get inspired when working on a small startup (and often doing very different things).

However, branding is a crucial aspect of any business, and as a branding expert, I’m always on the lookout for new and innovative ideas.

That’s why in this blog post, we'll take a closer look at some of the latest and greatest brand strategies of new brands, and see how they can inspire you to develop your own.

Table of Contents:

• Son of a Tailor—Brand Mission
• Hopscotch—Brand Purpose
• Edp—Brand Vision
• Mode—Core Values
• Meati—Brand Personality
• Hootsuite—Tone of Voice
• Lytnics—Brand Tagline

Whether you're working on an established company or a small startup...

I hope that these strategies will inspire you to create a strong, consistent, and impactful brand that resonates with your audience.

So let's dive in!

1. Son of a Tailor—Brand Mission

Son of a Tailor is a custom-fit clothing brand that aims to challenge the wastefulness of the fashion industry.

The brand's mission, which was developed by UK-based agency Ragged Edge, is:

"Building a fashion industry that is better fit for wearers, workers, and the world at large."

This mission is evident in all aspects of the brand's visual and verbal identity.

The keyword “better fit” is directly woven into the design—If every shirt is made to fit the individual, then the layout is made the fit the container as well.

From playful packaging to clever copy that hugs the edges of the frame (custom-fit), the brand's mission statement is communicated clearly and effectively.

2. Hopscotch—Brand Purpose

Hopscotch is a small business platform that aims to make life easier for small business owners (free instant payments).

The brand's purpose, which was developed by Motto, is:

"To take the BS out of small business, so their owners are free to focus on the important stuff."

This purpose comes through in the brand's messaging, with phrases like "Skip the B.S." and "It's time to skip the boring stuff."

Motto has done an excellent job of bringing this purpose to life through the design and messaging, making it a great example of a purpose statement.

3. Edp—Brand Vision

Edp is an energy company that aims to lead the energy transition towards a more sustainable future.

The brand's vision, which was developed by Pentagram, is:

"Leading the energy transition to create superior value."

This vision is evident in the brand's design and messaging, with a focus on clean, modern, and sustainable aesthetics.

Visit their website edp.com to see that this vision statement is articulated right in the header on the homepage

Check out the Edp style guide, where you'll find the “brand strategy” section with this and other strategic statements.

Edp’s visual identity is designed to reflect the company's commitment to sustainability, putting the vision right at the center of its branding—and making it a great example of a brand vision.

4. Mode—Core Values

Mode, a company that focuses on providing technology solutions, has a strong foundation for its brand culture, rooted in its three core values.

The strategy and design were done by Gretel, who worked closely with the company to identify the following core values:

• We’re human
• We’re collaborative
• We’re aiming for impact

These values serve as the cornerstone of the company’s culture.

For more information about the brand strategy for Mode, visit the original case study on Gretel’s website.

These core values are evident throughout their website, mode.com, especially on the About Us page.

5. Meati—Brand Personality

Meati is a company that provides a vegan alternative to meat, and the development of its brand personality was handled by the agency Koto.

Here’s a quote from Koto’s website about the Meati’s new brand personality:

“The expressive face of Meati, which job is to radiate the good energy and positivity of the brand.”

It was inspired by the idea of good energy, positioning Meati as a source of positivity and a rallying cry for a healthy planet.

This brand personality is brought to life through the use of a bright, happy color palette, script fonts with a friendly, retro vibe, and the classic 1970s photography style.

The messaging, including headlines like “Good Energy,” are all driven by the brand’s positive, optimistic personality.

6. Hootsuite—Tone of Voice

Hootsuite’s rebrand, which was done by Prophet, introduced a playful, edgy, and kind of mischievous tone of voice for the company.

The company’s brand voice is described as:

“Our tone of voice is playful with a mischievous edge and a touch of Canadian colloquialism.”

The brand voice was largely brought to life through the character Owly, which has an emotive and playful appearance.

This tone of voice is consistently used in the messaging on the Hootsuite website, as seen in their headlines.

For more information about how the new brand voice was developed, check out the Prophet case study or the Brand New blog.

7. Lyntics—Brand Tagline

The last example of a brand strategy is the tagline I developed for my own client, Lyntics.

Lyntics, is a company from Germany specializing in data literacy, and their new tagline is:

“Where data makes sense.”

Although this tagline is very short, believe me—we went through many ideas before we arrive at something that tells the whole brand story, in just a few memorable words.

This tagline is used consistently throughout the Lyntics website, including in the footer right by the call to action.

To learn more about the brand strategy for Lyntics, visit my portfolio, and check out its style which includes a section dedicated to brand strategy.

Conclusion

I hope you got inspired by some of these new examples of brand strategy.

Also check out my other article, where I featured examples of brand strategies behind famous brands.

As we all know, building a strong brand requires clarity on strategic pieces—but it’s not always easy to arrive at that.

To achieve this, a workshop can be run with your team or your client’s team to identify important elements of your brand strategy.

Learn the steps necessary to run this workshop effectively, check out my free guide to brand strategy.