Harley-Davidson Branding Strategy and Marketing Case Study
Analysis and examples of Harley-Davidson’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Category
- Automotive
- Motorcycles
Business Type
Physical Products
Website
Customers
Target Customer
Cruising and touring motorcycle riders
Primary Need (Job To Be Done)
Drive a solid, partially American-made motorcycle that makes me feel like I’m part of a community
Brand Visual Identity & Content
Primary Brand Colors
#FA6600
#000000
Brand Typefaces
- NotoSans
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation-Belonging
Emotional
Badge Value
Functional
Quality
Reduces Risk
Connects
Brand Benefits
Benefit #1
Trusted quality from an American brand with over 100 years of history in the motorcycle industry
Benefit #2
A specific feel and sound from a motorcycle that I connect to the experience of riding
Benefit #3
Being part of a community of riders who all value and appreciate the story and feelings behind the brand
Competition
Key Competitors
Honda, Yamaha, Kawasaki, Suzuki, Polaris, BMW
Get Help Growing Your Brand
Free Brand & Marketing Workbook
Get immediate access to our 10 page workbook to help you define your Core Purpose, Vision, and Core Values, along with resources for Brand Archetypes, Tone of Voice, Messaging, and more!
Hands-on Brand Strategy Help
Transform your best business thinking into an actionable, shareable, growth-oriented guide. Click below to learn about the Brand Guidebook process.
