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our approach to branding
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OUR APPROACH TOBRANDING
December 2020
1
Brand
Brand is the most precious thing a business owns. It helps define why a customer should buy from you over one of your competitors. It moves the conversation away from price to a value-led proposition - what makes you worth buying over another company.
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Your brand is what other people say about you when you're not in the room, it's about personal connections and human emotions.
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Creativity Creative execution is, after market/brand size, the second most important driver of marketing profitability. On average multiplying profitability by a factor of 12.*
*Source: Paul Dyson, Admap, The Top 10 Drivers of Advertising Profitability
Creativity brings... ATTENTION. SURPRISE. ENGAGEMENT. ENJOYMENT. REACTION. EMOTION. LIKEABILITY. MEMORY. DIFFERENCE. FAME. TALKABILITY. SHAREABILITY. ACTION. SALES. PROFIT.
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A recap of your brief
The rapid growth of online-only used-car dealers in the past several years validates consumers’ willingness to buy cars online. Early US pioneers Carvana saw more than 100% year-over-year growth in vehicles sold from 2014 to 2018, and both Carvana and Vroom saw 89% growth in units sold between 2018 and 2019. Utilising vehicle stock that is used as part exchange on newer vehicles ‘Project 3’ aims to become a leading online provider in the UK used car market arena.
Branding in 5 steps
Step 1: Discover
For a brand to succeed, it needs to work holistically across all touchpoints and for everybody who comes into contact with it. Whenever possible all creative decisions should be influenced by validated research/insights. To gather these insights we will talk to previous clients, staff and (if applicable) partners to forensically understand the ambition of the business and the needs of the market ensuring that both are aligned. We will: Review website and advertising of your main competitors. Hold virtual SWOT workshops with your staff (up to 10 people). Survey your >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14
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