Allbirds Branding Strategy and Marketing Case Study

Analysis and examples of Allbirds’ identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

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Allbirds brand logo

Brand Overview

Category

  • Clothing
  • Sportswear

Business Type

Physical Products

Website

https://allbirds.com

Customers

Target Customer

Active Fashionable Consumers

Primary Need (Job To Be Done)

Wear clothing that’s casual and comfortable, but still fashionable

Brand Visual Identity & Content

Primary Brand Colors

[

#212A2F

[

#ffffff

Brand Typefaces

  • Hurme Geometric Sans

Hero Content

Allbirds hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Seasons Change. Your Shoes Don’t Have To.
 
Subheadline
Soft and cozy wool shoes to keep you comfortable all year round.
 
CTA
Shop Men / Shop Women

Benefit or Feature Focus

Benefit

Tone of Voice

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

Brand Archetypes

(Learn More About Brand Archetypes)

Primary

Everyperson

Everyperson Brand Archetype

Secondary

Sage

Sage Brand Archetype

Tertiary

Caregiver

Caregiver Brand Archetype

Brand Positioning (Elements of Value)

(Learn More About The Elements of Value)

Aspirational

Self-Transcendence

Element of Value Self-Transcendence

Emotional

Design & Aesthetics

Element of Value Design & Aesthetics

Functional

Variety

Element of Value Variety

Quality

Element of Value Quality

Sensory Appeal

Element of Value Sensory Appeal

Brand Benefits

Benefit #1

Ability to wear clothing that puts a premium on comfort while still looking stylish

Benefit #2

Add more items to my wardrobe that are flexible for lots of different situations

Benefit #3

Support sustainable manufacturing practices and show off that I care

Competition

Key Competitors

Nike, Adidas, Under Armour, Atoms, Toms, Lululemon, New Balance, Puma, Converse

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