Simplifying Brand Architecture with Consumer Research
Discovery & Immersion, Audience Research, Brand Personas, Campaign Concept Development, Creative Development, Media Planning & Buying, Digital Management & Reporting
The Challenge
Orange Auto Tag Agency, the largest private tag agency in Florida, called on us to create a cohesive brand that communicates how they bring professionalism to the clerking process and exhibit real attention to detail. With a complicated service-offering and outdated brand, we set out to streamline the messaging and create a seamless experience for customers of all of OATA’s unique customers.
Our Approach
To completely understand the multiple audiences that use OATA’s services, we built robust user personas representing each type of common customer. Each persona includes demographic information, along with their goals and challenges, and how OATA can help them. Once we nailed down these personas, we knew exactly how to craft messaging that appealed to these specific audiences. These insights guided every decision we made so that each piece of creative would provide value for the people looking for OATA’s services.
Results
Giving names and faces to three different types of OATA customers gave us a unique insight into their different sets of challenges and motivations so we could establish a new streamlined brand architecture and build an effective marketing campaign. The result? The new brand architecture and campaign for OATA presents a simplified message that meets the specific needs of their target audiences.
Persona Example
Bernard the Boss
Bernard is driven to achieve, considers ongoing education and training a priority for himself and his staff, and is interested in services that can free up his time.
Bio
• General Manager of an Independent Dealership
• Has worked at the dealership for 15 years
• 44, married, 2 children, lives in urban location, postgraduate degree
Goals
Maximize the dealership’s aisles through efficient management of personnel and oversight of customer-facing touchpoints Notify ownership of opportunities and operational challenges Ensure compliance with state and federal regulations
Challenges
Getting everything done with small dealership staff Being proactive and prioritizing attention on longer-term challenges
What OATA can Do
Make it easy for Bernard to focus on revenue-generating initiatives within the dealership rather than title and tag administration (and its associated costs)
