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.

Airbnb brand logo

Brand Overview

Category

  • Travel
  • Sharing Economy

Business Type

Software Service

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

Airbnb hero image

Hero Content Type

Illustration

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Not sure where to go? Perfect.
 
Subheadline
None
 
CTA
I’m flexible

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Casual, Friendly, Caring
 
Dimensions
Funny (+1) <> Serious
Casual (+1) <> Formal
Irreverent <> (+2) Respectful
Enthusiastic (+1) <> Matter of Fact

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Provides Access

Element of Value Provides Access

Functional

Variety

Element of Value Variety

Simplifies

Element of Value Simplifies

Reduces Cost

Element of Value 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, HomeToGo, FlipKey, CozyCozy, TripAdvisor, Expedia, Booking.com, Hilton, Marriott, DreamyStays, OneFineStay

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