YouTube Branding Strategy and Marketing Case Study

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

YouTube brand logo

Brand Overview

Category

  • Entertainment & Media
  • Educational Content

Business Type

Software Service

Customers

Target Customer

Entertainment and Educational Content Consumer

Primary Need (Job To Be Done)

Immediate access to almost every type of video content I could want

Brand Visual Identity & Content

Primary Brand Colors

[

#FE0000

[

#FFFFFF

Brand Typefaces

  • Roboto

Hero Content

YouTube hero image

Hero Content Type

Image & Video

Content Features People

Yes

Brand Messaging

Key Messages

Headline
YouTube Premium
 
Subheadline
1 household. 6 accounts. 1 great price.
 
CTA
Get It Now

Benefit or Feature Focus

Feature

Tone of Voice

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

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Fun & Entertainment

Element of Value Fun & Entertainment

Functional

Variety

Element of Value Variety

Simplifies

Element of Value Simplifies

Informs

Element of Value Informs

Brand Benefits

Benefit #1

Access a totally diverse range of original video content from around the world

Benefit #2

Stream my favorite traditional TV shows and movies for a relatively low cost

Benefit #3

Create, share, and save my own video content for personal or professional use

Competition

Key Competitors

Vimeo, Amazon, Hulu, Twitch, Facebook, Instagram, TikTok, Spotify, Netflix

Get Help Growing Your Brand

Free Brand & Marketing Workbook

Get immediate access to our 10 page workbook to help you define your Core Purpose, Vision, and Core Values, along with resources for Brand Archetypes, Tone of Voice, Messaging, and more!

Hands-on Brand Strategy Help

Transform your best business thinking into an actionable, shareable, growth-oriented guide. Click below to learn about the Brand Guidebook process.