Lyft Branding Strategy and Marketing Case Study
Analysis and examples of Lyft’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Efficient Travelers
Primary Need (Job To Be Done)
Access an easy way to get from point A to point B without driving myself
Brand Visual Identity & Content
Primary Brand Colors
#EA0B8C
#FFFFFF
Brand Typefaces
- Lyft Pro UI
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
Provides Access
Functional
Reduces Effort
Connects
Reduces Cost
Brand Benefits
Benefit #1
Easy, affordable, on-demand access to rides any place and any time
Benefit #2
Comfort of knowing who drivers are and limiting awkwardness and annoyance of physically exchanging money
Benefit #3
Opportunity for drivers to earn money with a highly flexible schedule
Competition
Key Competitors
Uber, myTaxi, Curb, Flywheel, Bird, Lime, Enterprise, Hetz, Waymo
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