Patagonia Branding Strategy and Marketing Case Study
Analysis and examples of Patagonia’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Outdoor Adventurers & Activists
Primary Need (Job To Be Done)
Use outdoor clothing and gear that performs for me and supports the environment
Brand Visual Identity & Content
Primary Brand Colors
#000000
#ffffff
Brand Typefaces
- Lusitana
- Avenir
Hero Content
Hero Content Type
Photo
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Aspirational
Self-Transcendence
Emotional
Badge Value
Functional
Variety
Quality
Informs
Brand Benefits
Benefit #1
Outdoor gear that looks great and is designed to last for years
Benefit #2
Be part of a mission to not just reduce harm to the environmental but help rebuild it
Benefit #3
Raise my own awareness and education around my impact on the world
Competition
Key Competitors
The North Face, Marmot, Arc’teryx, Cotopaxi, Columbia Sportswear, Helly Hansen, Carhartt
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