Vertical branding refers to branding targeted towards a specific industry or niche market. Some key characteristics of vertical branding include:

• Focused Messaging: Brand messaging is tailored to resonate with the values, needs and pain points of a particular industry or niche.
• Industry-Specific Offerings: Product or service offerings are designed and marketed specifically for a particular vertical.
• Niche Distribution: Marketing and sales efforts are focused on niche, industry-specific channels and platforms vs mass market.
• Thought Leadership: Establishing expertise and thought leadership in a narrow industry space through content, events, partnerships, etc.
• Segmented Branding: Brand identity elements like logo, slogan and imagery likely incorporate industry-specific cues and symbols.
• Targeted Campaigns: PR, advertising and social campaigns aimed to engage the target vertical audience rather than a general consumer audience.

Some examples of effective vertical brands and marketing include healthcare branding for hospitals or pharmaceutical companies, B2B tech branding for the finance or manufacturing verticals, and hospitality branding for various types of specialty accommodations.

The goal of vertical branding is to deeply resonate with a niche audience rather than taking a broad, generalist approach. When done right, it can establish a brand as a specialized authority in their industry.