Airbnb Branding Strategy and Marketing Case Study
Analysis and examples of Airbnb’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Adventurous Travelers
Primary Need (Job To Be Done)
Find a unique and memorable place to stay while traveling
Brand Visual Identity & Content
Primary Brand Colors
#FF5A5F
#ffffff
Brand Typefaces
- Circular
Hero Content
Hero Content Type
Illustration
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
Provides Access
Functional
Variety
Simplifies
Reduces Cost
Brand Benefits
Benefit #1
Easy access to a wide range of unique and memorable places to stay throughout the world
Benefit #2
Higher quality and/or more robust lodging features than a comparably priced traditional hotel
Benefit #3
Opportunity for hosts to earn money for current home or investment properties
Competition
Key Competitors
VRBO, Booking.com, HomeToGo, FlipKey, CozyCozy, TripAdvisor, Expedia, Hilton, Marriott, DreamyStays, OneFineStay
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