Ford Branding Strategy and Marketing Case Study
Analysis and examples of Ford’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Customers
Target Customer
Drivers who value durable trucks, SUVs, and performance vehicles
Primary Need (Job To Be Done)
Drive a solid, reliable vehicle that serves my day-to-day needs
Brand Visual Identity & Content
Primary Brand Colors
#003478
#FFFFFF
Brand Typefaces
- Ford NGBS Antenna
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Reduces Anxiety
Functional
Quality
Reduces Risk
Variety
Brand Benefits
Benefit #1
Dependable vehicles from a trusted brand that’s been around for over 100 years
Benefit #2
A path to transition into electric vehicles while keeping the power and aesthetic I value
Benefit #3
Access to a wide variety of vehicles that are economical and support US economy and jobs
Competition
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