Discord Branding Strategy and Marketing Case Study
Analysis and examples of Discord’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Like-minded Hobbyists and Friends
Primary Need (Job To Be Done)
Connect and chat with a select group of people around a specific topic
Brand Visual Identity & Content
Primary Brand Colors
#5865F2
#ffffff
Brand Typefaces
- Ginto
- Whitney
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
Affiliation / Belonging
Emotional
Fun / Entertainment
Functional
Connects
Simplifies
Informs
Brand Benefits
Benefit #1
Easy way to set up a shared space to chat with friends
Benefit #2
Fun, real-time conversations while we’re doing other online activities like playing games
Benefit #3
Private space without clutter and noise from ads, spam, and people we don’t know
Competition
Key Competitors
Slack, TeamSpeak, Chanty, Hangouts, Flock, Microsoft Teams, Steam Chat, Skype
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