Tesla Branding Strategy and Marketing Case Study

Analysis and examples of Tesla’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

Tesla brand logo

Brand Overview

Category

  • Automotive
  • Renewable Energy

Business Type

Physical Products

Customers

Target Customer

Eco-conscious premium car owners

Primary Need (Job To Be Done)

Drive a luxury vehicle while reducing my environmental impact

Brand Visual Identity & Content

Primary Brand Colors

[

#E11936

[

#000000

Brand Typefaces

  • Gotham

Hero Content

Tesla hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Model S
 
Subheadline
Order Online for Touchless Delivery
 
CTA
Custom Order

Benefit or Feature Focus

Feature

Tone of Voice

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

Aspirational

Self-Transcendence

Element of Value Self-Transcendence

Emotional

Design & Aesthetics

Element of Value Design & Aesthetics

Functional

Quality

Element of Value Quality

Integrates

Element of Value Integrates

Avoids Hassles

Element of Value Avoids Hassles

Brand Benefits

Benefit #1

Luxury design and cutting edge technology to make driving easy and enjoyable

Benefit #2

Fully electric engines eliminate harmful emissions and dependence on ever-rising gas prices

Benefit #3

Seamlessly integrates into a complete sustainable energy system utilizing solar and battery storage

Competition

Key Competitors

Audi, General Motors, Ford, Nio, BMW, Mercedes-Benz, Fisker, Canoo, Carvana

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