Dyson Branding Strategy and Marketing Case Study
Analysis and examples of Dyson’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Premium Appliance Users
Primary Need (Job To Be Done)
Use appliances that are more expensive but work more effectively and last longer
Brand Visual Identity & Content
Primary Brand Colors
#000000
#ffffff
Brand Typefaces
- Dyson Futura
Hero Content
Hero Content Type
Video
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Design & Aesthetics
Functional
Reduces Effort
Simplifies
Quality
Brand Benefits
Benefit #1
Use an appliance that makes whatever job I have consistently easier
Benefit #2
Pay a premium price up front for a product that will last for the long haul
Benefit #3
Access a new solution to a job or problem I’ve always had
Competition
Key Competitors
Bissell, Shark, iRobot, Samsung, LG, Panasonic, GE
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