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.

Ford brand logo

Brand Overview

Category

  • Automotive

Business Type

Physical Products

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

Ford hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Wanderers Unite
 
Subheadline
None
 
CTA
2022 Ford Bronco® Sport SUV

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Informative, Trustworthy, Casual
 
Dimensions
Funny <> (+1) Serious
Casual <> (+1) Formal
Irreverent <> (+2) Respectful
Enthusiastic <> (+1) Matter of Fact

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Reduces Anxiety

Element of Value Reduces Anxiety

Functional

Quality

Element of Value Quality

Reduces Risk

Element of Value Reduces Risk

Variety

Element of Value 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

Key Competitors

General Motors, Chrysler, Nissan, Honda, Toyota, Volkswagen, Subaru, KIA, Hyundai, Tesla

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