Brand Audit: IKEA

IKEA in three words: friendly, affordable, simple.

IKEA presents itself as a friendly and welcoming brand, it is modern and simple which aims to appeal to everyone. Although IKEA mainly markets itself as an affordable brand, it should be recognised that they do appeal to a large range of budgets as their products range from affordable to considerably more up-market.

IKEA’s visual style is simple and modern, their use of language is accessible, and they communicate to their audience in a very friendly manner through their graphic style, with marketing usually consisting of messages such as ‘welcome’ and ‘Hej’. A hugely important part of IKEA’s brand personality is their Swedish origin, the brand’s graphic communication represents this in a variety of ways such as their very recognisable colour scheme of blue and yellow – the colours of the Swedish flag. As well as their frequent use of the Swedish message, ‘Hej’ to welcome customers to their stores and online locations and very recognisably all of their products are named in Swedish in all countries to emphasise their patriotic appeal.

IKEA’s Target Audience

IKEA’s target audience in three words: ambitious, busy, cost-conscious.

If I were to describe IKEA as a famous person, I would choose Tom Hanks because as a brand they are extremely friendly, at the top of their profession, incredibly humble and down-to-earth as well as possessing a relatability to the public.

IKEA’s target audience are millennials between the ages of 22 and 38. The company’s branding and graphic communication is most likely to appeal to working-class and lower-middle-class individuals who are economically sensible, self-sufficient and uninterested in the likes of high-end designers.

The brand’s target audience will live an independent lifestyle of working full-time supporting themselves and/or a young family, their occupation will usually consist of a career as a young professional or skilled worker which they have achieved through working hard throughout their education, coming from a working-class family.