Airbnb Brand Case Study

When we want to learn how we can turn a flat product brand into a rich, purpose-driven one, there is no brand better to learn from than Airbnb.

The case also offers great lessons on how to build a platform brand: a brand that caters to two different audiences: guests and hosts.

The 18-page case study contains:

• the backstory on the switch from a commodity to a more purpose-driven brand, that informs every single action internally and externally

• an analysis of the Airnbnb brand anatomy

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Research by Wanjiru Gathanga, editorial by Anne Miltenburg.