TikTok Branding Strategy and Marketing Case Study
Analysis and examples of TikTok’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Category
- Social Media
- Entertainment & Media
Business Type
Software Service
Website
Customers
Target Customer
Bored Content Consumer
Primary Need (Job To Be Done)
Access an endless stream of targeted short-form video content to distract and occasionally learn
Brand Visual Identity & Content
Primary Brand Colors
#25F4EE
#FE2C55
Brand Typefaces
- Proxima
Hero Content
Hero Content Type
Video
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Fun & Entertainment
Functional
Variety
Simplifies
Informs
Brand Benefits
Benefit #1
Simple, fast access to bite-sized content to provide a distraction
Benefit #2
Tutorials and tips aimed at my specific preferences and interests
Benefit #3
A platform to create, share, and feel belonging in a space of self-expression
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