Nov 2021

Find out how

Airbnb connects
with consumers

2021 - Branding Case Studies

Contents

Slide 3 Slide 4 Slide 5

Editor’s Note What a Brand is Airbnb Overview

Slide 6 Slide 7 Slide 9

The Golden Circle The Logo Adding Value
Editor’s Note
In the next months we will be breaking down
brands to their core. Our aim? To share with
you how implementing brand strategies helped
these brands to be successful and how you can
do the same for your brand.

What you will find out about the brands

•The promise
•The vision and mission
•Their position (positioning statement)
•Their values and value proposition
•Their unique selling point

Perspective Elements | 2021 - Branding Case Studies Intro

What is a Brand?





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A brand is an intangible aspect of a company that

helps people identify it, its products or services
and distinguish it from those of competitors. It
could be a symbol, name, term, design, or any
other feature.

Perspective Elements | 2021 - Branding Case Studies Intro

 Explorer | Everyperson | Caregiver
Airbnb’s offer was unique but their
messaging was cliché. So they used a
brand strategy that helped them to
create a strong and unique brand.

Ideal Market
Adventurous travelers looking for a memorable
& unique travel experience.
Key Brand Messages
We know exactly where you can go.

Values : Freedom | Belonging | Family

Tone of Voice : Casual | Friendly | Caring

Perspective Elements | 2021 - Branding Case Studies Intro
 Why (Purpose)
A world where anyone can
belong anywhere.
How (Mission/Promise)
To transform the way people
travel, enabling them to live
like the locals & feel at home
anywhere in the world.
Belong Anywhere.
What (Positioning)
They moved from offering
cheap accommodation to
giving travelers a once in a
lifetime experience.
Perspective Elements | 2021 - Branding Case Studies Intro
The Logo
They wanted to create a symbol that would
become synonymous with the company’s values
and what it meant to belong. They also wanted
it to be instantly recognizable so that anyone
could draw it.

Perspective Elements | 2021 - Branding Case Studies Intro

[Enter the ‘Belo’]

The Airbnb logo is a marriage of four principles:

people, places, love, and Airbnb—represented by
a single abstract “A” shape.
Additionally, in line with color psychology, their
logo uses a pink-red hue to convey a sense of
love and nurture.
Perspective Elements | 2021 - Branding Case Studies Intro
Adding value to people’s lives

Airbnb as a brand has embraced the message of

belonging. They have advocated for acceptance,
equality, and belonging. Airbnb also offered free
to victims of natural disasters. This goes to show
that they care about customers and that the rela-
tionship is not a transactional one.
Perspective Elements | 2021 - Branding Case Studies Intro
 This is how Airbnb uses
brand strategies to grow.

2021 - Branding Case Studies | Airbnb

 Brand Archetypes Tone of Voice
Explorer | Everyperson | Caregiver Casual | Friendly | Caring

Values
Freedom | Belonging | Family

Ideal Market Key Brand Messages

Adventurous travelers looking for a memorable We know exactly where you can go.
& unique travel experience.

Why (Purpose) How (Mission) What (Positioning)

A world where anyone Enabling people to live like A platform that connects people
can belong anywhere. the locals & feel at home unique travel experiences.
anywhere in the world.

2021 - Branding Case Studies | Airbnb

 Brand Archetypes Tone of Voice
Explorer | Everyperson | Caregiver Casual | Friendly | Caring

Values
Freedom | Belonging | Family

Ideal Market Key Brand Messages

Adventurous travelers looking for a memorable We know exactly where you can go.
& unique travel experience.

Why (Purpose) How (Mission) What (Positioning)

A world where anyone Enabling people to live like A platform that connects people
can belong anywhere. the locals & feel at home unique travel experiences.
anywhere in the world.

2021 - Branding Case Studies | Airbnb

 




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