We have been lucky enough to gain incredible in depth insight into establishing a car brand when drive were invited to be design partners.
When the founders of Zenos Cars, Mark Edwards and Ansar Ali started, they went through a process of deciding what their approach was to be establishing and naming their a new car brand.
They considered several options including buying an established company, registering / purchasing a recognised but now dissolved marque or starting afresh with a totally new brand.
Looking at the pros and cons they decided that on balance it would be better if they started with a clean sheet and build from scratch.
They invested and went to such lengths involving brand advisors from the very start, to ensure they got it right, realising how important this aspect of their offering was.
They were able to create a strong brand proposition for their new company, to deliver an engaging (thrilling) experience focused around lightweight sportscars – “Experience the thrill of belonging”.
The brand values were to be defined by Accessible, Ingenious, True, Rigorous, Passionate and Attentive.
It would not necessarily be easy to establish themselves or the brand, however the problems of taking an existing or previously known brand far outweighed the benefits.
Namely that the baggage brands can carry could hold back the operation. Anything from die hard enthusiasts of the now defunct manufacturer, through to trying to get buy in from an existing workforce accept a new direction.
Perhaps the biggest obstacle being that it can be difficult to shake off any previous assumptions or negativity associated with an existing brand.
So when starting your company, getting everything right from the beginning is vital, from the name, product proposition and brand identity.
Get in touch and we’d be happy to share our experience.
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