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.

Ikea brand logo

Brand Overview

Category

  • Retail
  • Home and Garden

Business Type

Physical Products

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

Ikea hero image

Hero Content Type

Photo

Content Features People

No

Brand Messaging

Key Messages

Headline
Go shopping on your local site
 
Subheadline
None
 
CTA
Go to

Benefit or Feature Focus

Benefit

Tone of Voice

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

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Design & Aesthetics

Element of Value Design and Aesthetics

Functional

Variety

Element of Value Variety

Simplifies

Element of Value Simplifies

Reduces Cost

Element of Value 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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