Growth Guide

Kelley DeSantis, Partner
Jun 25
3 min read
Share Post
Share Post

What Brand Type Are You?

Building a brand is the most important thing for a company. Your brand is your identity.Defining your brand defines who your company is; its beliefs and character. There are 9 main brand types, which we outline below and the characteristics that make up each of those brands.




1.Disruptive Brand

Disruptive brands challenge the way we think and act. They have the ability to turn an entireindustry upside down. They like being different, and aren’t ashamed of it. Airbnb is a perfect example of a disruptive brand because they are changing the way we travel and are directly connecting us with individuals rather than a corporation. They are making the need for hotels obsolete and are challenging the way we find and use lodging.

2.Conscious Brand

Purposefulness, High Commitment, Transparency. These are 3 core values of a conscious brand type. Conscious brands pride themselves on quality. They care about making a difference in the world and want to inspire people. Higher Paws, one of our clients, is a great example of a conscious brand. They create animal and pet-lover based clothing that helps support local animal shelters. In doing that, they seperate themselves as a brand that cares about enhancing people’s (and animals’) quality of life.

3.Service Brand

Nordstrom offers customer service that rivals its competition. They are notoriously known as one of the best service brands. The main focus of a service brand is the customer and their experience. They strive to make their customers feel important and valued. They value customer satisfaction over squeezing a profit.

4.Innovative Brand

Innovative brands are always changing. They continue to think of new and creative ways to do things. People tend to confuse innovation with disruption. Disruption takes the world by storm and introduces a new product that has never been seen, whereas innovation takes an already established product and improves it. Disruptive brands may eventually transition into innovative brands.

5.Value Brand

Value brands are all about low prices. They place more emphasis on low prices for basic quality products. Walmart is an example of a value brand. Walmart supplies pretty much everything you could want for low prices, but the products are not always the highest quality. Value brands are down to earth & straightforward which makes them unique.

6.Luxury Brand

Luxury brands are about status. They focus on value and high quality. They offer customers a feeling and association with the brand. When people buy luxury brand products, they are not just buying a car or a shirt; they are buying status or a feeling. Brands like Mercedes, Hermes, and Louis Vuitton lend status to its buyers and provide a heightened sense of self along with the receipt.

7.Performance Brand

Performance brands can sometimes be confused with luxury brands because of the status they can give off. Performance brands focus on the quality of their product, but not for luxury reasons. Performance brand quality is based on functionality, use case, superior performance and dependability. Brands such as BMW and Under Armour brand themselves as more than just a company. When you drive or wear their products you feel superior. BMW, self-termed as the “Ultimate Driving Machine”, is known for its dependability and safety which makes it more than just a luxury product.

8.Style Brand

Style brands are the “cool” brands in their industry. They don’t pride themselves on being the “best”, it’s all about looking good. They are the hipster brand. Being cool is of most importance to them. What differentiates style brands from the everyday brand is how the product looks and feels, and the sense of self they provide.

9.Experience Brand

Disney World, the Happiest Place on Earth. When people go to Disney they go for the experience it offers and the excitement and imagination. With experience brands, your buying experience is enhanced by the experience you have while doing it. The experience is the most important part; they want you to remember their company/brand when you leave.


Which brand type are you? Post on social media and tag us.