An audit of YouTube Brand Strategy, through the analysis of YouTube Brand Positioning.

Category: Tag:

YouTube Brand Strategy - YouTube Brand Positioning - YouTube Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at YouTube strategy by analyzing the YouTube roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for YouTube, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

Launched in February 2005, since October 2006 YouTube is part of Google. And in terms of traffic, YouTube is second only to the parent’s search engine site, but somehow plays a complementary role to it.  The video platform, according to Google itself, plays a crucial role in connecting users with brands:

70% of respondents claim they are open to learning about products on YouTube from brands.

50% of respondents also claims that they have used online videos in formulating their choice of what products to buy.

The strength of YouTube as a brand has always lived in its strong relationship with both content creators and viewers. According to Saffron, who was in charge of redesigning the brand identity:

interviews and research revealed that it enjoyed an equally strong relationship with the platform’s creators as it did with viewers. This presented a challenge for the company; there was a sense that YouTube was a shared resource for many different uses and motivations, roughly divided by those that create and those that consume. All parties felt the platform belonged to them and their culture