Ford Retail UK was a disjointed network of dealerships.
They operated with different regional names and identities (e.g. Polar Ford in the north and Dagenham Ford in London). This fragmented approach didn’t reflect their ‘one team’ culture and created problems within the business. Our task was to bring all 65 dealerships together under one new unified brand. A brand that everyone felt reflected the company ethos.
This was all about consultation and stakeholder management.
One-to-one interviews with a cross section of staff (technicians to the CEO) gave us the insight we needed to make informed creative decisions. The naming aspect was key. ‘Trust’ was a descriptor that came up time and again, so it fell naturally into the new name: TrustFord. It also gave us a simple and flexible language platform.
We created a coherent umbrella brand for the whole business.
Streamlining the organisation of marketing communications to both internal and external audiences. Initial research has shown that consumer brand awareness has improved since the relaunch.
Good managed to distil our identity down to just one word, creating a watertight brand that’s also flexible and already proving effective across the whole business. We’re delighted that TrustFord has been well and truly embraced by colleagues and customers alike.Celia Pronto Group Marketing Director, TrustFord