Creating the right positioning is about finding that emotional connection between your brand and your audience. What makes them tick? A great brand positioning represents something highly engaging and desirable; and most importantly, something that your target audience feels they simply cannot get anywhere else.

A strong and memorable positioning will give your brand stand-out in the marketplace. Oftentimes, automotive companies approach us with no visible points of differentiation, which often forces the customer to make comparisons and ultimately purchase decisions based on price. Conversely, if your brand positioning is on point, then you’ll gain a clear competitive edge which not only drives more sales, but can protect your price – and in the case of highly desirable brands even allow you to charge a premium.

Creating and building your positioning over time enables you to ring fence off an often intangible yet hugely powerful and persuasive reason for your customers to choose and remain loyal to your brand. Done right, your brand benefit has far more longevity (and often more clout!) than the features and benefits of the products you sell or the services you deliver. Unlike your brand those features and benefits are also constantly under attack from your rivals who can develop alternative or superior solutions.

WDA’s team of automotive creative experts have developed compelling brand positioning strategies that create an emotional connection, a desire and ultimately, drive business. For example, the repositioning work we delivered for Continental drove campaigns which resulted in a 20% uplift in sales in just a few months. Following that, it was rolled out to more markets including North America, which saw an incredible 54% sales uplift.