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.
- Chat & Forums
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
Hero Content Type
Content Features People
Benefit or Feature Focus
Tone of Voice
Brand Positioning (Elements of Value)
Easy way to set up a shared space to chat with friends
Fun, real-time conversations while we’re doing other online activities like playing games
Private space without clutter and noise from ads, spam, and people we don’t know
Slack, TeamSpeak, Chanty, Hangouts, Flock, Microsoft Teams, Steam Chat, Skype
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