The Five Types of Brands. Which One Are You?

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Tim Mudd
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April 11, 2023
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A brand is more than just a logo, website, storefront, or product. It encompasses the emotions and stories that arise from a customer's experience with your company.

By shifting your perspective from viewing your brand as a set of assets to a feeling and narrative about you, your company can establish a more useful foundation on which to make strategic choices.

With this definition in mind, let's explore a methodology that can help you identify which type of brand you have.


A dysfunctional brand often arises when internal conflicts and disagreements shape the customer experience. Multiple teams or departments may have different visions of what the brand should prioritize, leading to a lack of clarity and a wonky user experience. Instead of facilitating an intuitive customer journey, you create a jargon-filled mess for the user to decipher.

To overcome a dysfunctional brand, companies must establish alignment on their mission and define the customer experiences they aim to create. This focus should be supported by processes that enable actions aligned with defined markers of success and routine reviews to ensure goals are being met.


A neglectful brand is one that has remained stagnant and unchanged for too long. While this can be an easy trap to fall into, it can result in a lack of relevance and connection with customers.

Neglectful brands often fail to keep up with changing trends, customer needs, and expectations. They may also fail to innovate and improve their products or services, leading to decreased customer loyalty and market share.

To overcome a neglectful brand, companies need to regularly review their brand strategy, refresh their messaging and design, and stay up-to-date with changing customer demands.


A conventional brand plays it safe and sticks to industry norms and conventions. While this approach can be a good starting point, it can also make it challenging to stand out in a crowded market. Conventional brands tend to be risk-averse and may not be willing to challenge the status quo or push boundaries.

They also often struggle to differentiate themselves from competitors, making it difficult for customers to identify what sets them apart. To overcome a conventional brand, companies need to identify their unique value proposition, find ways to differentiate themselves, and be willing to take calculated risks.


A differentiated brand is one that has found a way to stand out from competitors without straying too far from industry norms. Differentiated brands tend to be more customer-focused and prioritize delivering unique value to their target audience. They may use clever marketing tactics or unique product features to set themselves apart from competitors.

However, they also ensure that they are still meeting customer expectations and delivering quality products or services. To maintain a differentiated brand, companies need to stay aware of changing trends and customer needs, be creative in their marketing and branding efforts, and continually refine their messaging and strategy.

Daringly different

A daringly different brand is one that is not afraid to challenge the status quo and take risks. They are innovative, forward-thinking, and often lead the way in their industry. Daringly different brands tend to have a strong sense of purpose and a willingness to push boundaries to achieve their goals.

However, they also run the risk of alienating customers if their approach is too radical or if they fail to deliver on their promises. To maintain a daringly different brand, companies need to stay true to their values, be transparent in their messaging, and continually innovate and improve their products or services.

Final thoughts

By understanding the five types of brands, you can determine which category your brand falls into and begin to make improvements. A customer-focused brand that is willing to take risks and stand out from competitors is key to achieving success in today's market.

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Tim Mudd

I specialize in crafting distinctive and outstanding user experiences with Webflow.