Automotive Brand Positioning
Boldly Standing Out In The Marketplace
The Leven Car Company
How a shift with the overall brand direction of The Leven Car Company from a more traditional ‘car dealer’ to a ’service brand’ inspired by the most premium of premium hospitality brands transformed the brand positioning of this automotive retailer.
Brief
The Leven Car Company is an automotive retailer specialising in the sales and servicing of high-performance vehicles. The organisation were looking to embed strong values and a more ‘client-focussed service’ to this most prestigious part of the automotive business.
As a new-start company, they wanted to create a brand to help them stand out in a very competitive marketplace. As well as appeal to the wide variety of stakeholders involved with the organisation.
Naturally, we were delighted to assist.
Results
We worked very closely with The Leven Car Company, on their brand over several years. The results of this work helped the organisation to…
– Attract some of the finest global brands in the automotive industry, to come on-board as franchise partners.
– Increase the perceived value of the brand, and the service provided, in the marketplace.
– Set new standard of ‘excellence’ for both the staff and suppliers, associated with the brand.
– Secure and retain ‘top-talent,’ more purpose-driven individuals, to work with the organisation.
– Systemise and standardise brand communications.
– Use the brand-building process, itself, to improve inter-team morale.
– Engender a sense of real pride in the organisation for all of the many stakeholders involved.
How These Results Were Achieved?
We boldly positioned the organisation as a ‘service’ company that excels in ‘relationships’ as opposed to a more ‘traditional’ car dealership.
This gave the brand a clear point of differentiation in the marketplace, setting it apart from many/all other competitors.
Services Used
Brand Strategy | Strategic Communications | Brand Positioning | Brand Storytelling | Brand Activation | Creative Strategy | Branding | Graphic Design | Design for Print | Copywriting
Our Collaboration in More Detail
The highlights of our work together…
Creating Captivating Messages
The messaging for the brand centred around people, client-experience, service, longevity, etc. Words that were potent and tell a compelling story to all stakeholders – particularly important for The Leven Car Company brand.
This included with new clients, existing clients, employees, third-party suppliers and the executives of the automotive OEMS who must carefully and diligently select prospective retail/franchise partners.
Producing a Storytelling Identity
The final brand identity showcased The Leven Car Company as a service brand as opposed to an automotive brand.
We used the silhouette of faces as the main identity – a nod to ‘Chinese whispers’ and that a good deed carried out will be shared amongst friends. Very much in keeping with The Leven Car Company’s core values.
The logo was brought together as an infinity loop suggesting ’no limits’ for the quality of client-service that could be provided.
Adding Beautiful Craft to the Mix
Many beautiful materials were created as part of the branding exercise – most notably the beautiful letter-pressed, silver foil business cards created by Glasgow Press.
Embedding Clear Brand Values into Every Communication.
After the completion of the branding exercise – we continued to work with The Leven Car Company over a number of years.
Throughout several projects, we created additional communications which brought the brand message to life in a number of different ways.
“THE LOFT created a brand for The Leven Car Company, one with which we are incredibly proud. The company gave a very personal service, took the time to understand the business, consulted the entire team and they provided us with a top-quality design culminating in a brand that sits alongside two of the world’s finest – Aston Martin and Rolls Royce – without looking out of place.”
Chris McMahon, Managing Director & Co-Founder of The Leven Car Company
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Additional Project Images
The branding work played a big part in helping The Leven Car Company attract some of the world’s top automotive brands.
We ‘designed-in’ many different elements to give the new identity a real storytelling edge.
We wanted The Leven Car Company’s executive team to be able to use their logo as a prop for conveying to others what their brand stood for in the marketplace.
The creative process itself was exhaustive and far-reaching.
The idea of ‘Chinese whispers’ was a key part of the creative process in creating the new identity.
Some of the initial creative/strategic activities.
