What Kind of Car is Your Brand?

3 Nov 2014 | Under Nov 2014 | Posted by | 0 Comments

The auto industry has historically been a great example of how brand personality and brand character can drive a customer’s purchase decision.


Although there are many different brands to choose from, most car companies today offer the same types of vehicles and features. Is your ideal car a compact sedan that gets 36MPG hwy, has a Bluetooth navigation system and a rear back-up camera? Or maybe you’re looking for an all-wheel drive pickup with 400HP and 18,000 lbs of towing power? The truth is, many car companies can accommodate these needs.


So, what drives a buyer to purchase a Chevy Equinox over a Kia Sorento? One possible explanation is that consumers tend to make purchases based on how they identify with the brand’s personality and character in accordance with their purchasing power.


Brand personality is the attitude the brand conveys to a customer. Brand character is the description or analogy encapsulating the components of a brand personality.


From “Built Ford Tough” to the “Relentless Pursuit of Perfection,” car manufacturers target the type of consumer they want to attract through consistent, repetitious messaging that formulates the brand’s personality and character.


Whether you’re launching a new brand or evaluating an existing one, a good exercise to help determine how you want your brand to be positioned in the marketplace is to evaluate it through the scope of the auto industry:


Does your product or service appeal to a blue collar, rugged, get-the-job-done type, such as a Ford, Chevy or Jeep? Is your product or service of an elite status that demands high value like a Mercedes-Benz, BMW or Lexus? Or is your product or service targeted to a more practical, safety-oriented customer like a Volvo, Toyota or Volkswagen?


The answers to these questions will not always be cut & dry, but this exercise can help kick-start your thought process as you craft your brand for your customer base.


When brands try to be everything to everybody, the result is usually a bland and forgettable brand personality and character. When brands target a specific audience with a consistent, creative, focused message, the brand is more likely to grow strong and stake its position in the marketplace.


Which car company best represents your brand? Is it an obvious decision? Does your own marketing reflect this brand personality? Tell us about it in the comments section.