Walmart Branding Strategy and Marketing Case Study

Analysis and examples of Walmart’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Walmart brand logo

Brand Overview

Category

  • Retail
  • Ecommerce

Business Type

Physical Products 

Customers

Target Customer

Budget-Minded Shoppers

Primary Need (Job To Be Done)

Get all of my everyday, essential products at the best possible price

Brand Visual Identity & Content

Primary Brand Colors

[

#006EDF

[

#F5B628

Brand Typefaces

  • Bogle

Hero Content

Walmart brand hero image

Hero Content Type

Photo

Content Features People

No

Brand Messaging

Key Messages

Headline
How do you want your items
 
Subheadline
None
 
CTA
Reorder My Items | Sign In Account

Benefit or Feature Focus

Feature

Tone of Voice

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

Aspirational

Affiliation / Belonging

Element of Value Affiliation / Belonging

Emotional

Provides Access

Element of Value Provides Access

Functional

Variety

Element of Value Variety

Saves Time

Element of Value Saves Time

Reduces Cost

Element of Value Reduces Cost

Brand Benefits

Benefit #1

Go to a one-stop shop for all my everyday, essential products

Benefit #2

Feel confident that I’m getting the best deals on products and staying within my budget

Benefit #3

Access a safe, familiar shopping experience whether I’m near home or somewhere new

Competition

Key Competitors

Amazon, Target, Kroger, Google, Bed, Bath, & Beyond, Home Depot

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