Ikea Branding Strategy and Marketing Case Study
Analysis and examples of Ikea’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Budget Home Shoppers
Primary Need (Job To Be Done)
Furnish my home with goods that are fashionable but affordable
Brand Visual Identity & Content
Primary Brand Colors
#FFDB01
#0058A2
Brand Typefaces
- Noto IKEA
Hero Content
Hero Content Type
Photo
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Aspirational
Self-Actualization
Emotional
Design & Aesthetics
Functional
Variety
Simplifies
Reduces Cost
Brand Benefits
Benefit #1
Ability to furnish everything I need in my home at one single shopping location
Benefit #2
Access to modern and trendy design aesthetics at extremely affordable pricepoints
Benefit #3
Consistent, well thought out assembly instructions to get new furniture ready to use quickly
Competition
Key Competitors
Target, Wayfair, Amazon, Lowe’s, Home Depot, Ashley Furniture, Cost Plus World Market, Floyd
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