Tesla’s brand strategy is so interesting to talk about because it’s just so bad! In this video, I talk about Tesla’s main brand strategy blunder of not leveraging their brand truths. They take such little advantage of the most powerful assets at their disposal!
Tesla’s Brand Strategy of Sameness?
The name of the game in brand strategy is to focus on something that your selected consumer cares deeply about and then show them that you deliver that in a meaningful and different way. I get it that not every luxury car buyer is going to be driven by environmental concerns (they should be, but that’s for another discussion). But there are ways to leverage the powerful innovation that Tesla offers to be a more unique and distinctly appealing kind of car company.
Tesla’s brand strategy could set them apart in an incredibly easy and authentic way! They have a really different philosophical underpinning. Why don’t they drive their appeal by focusing on their charismatic founder’s powerful vision to save the world? Instead, their website looks way too much like any other luxury car maker’s. (Compare to BMW, Mercedes or even Jaguar.) How can a company that’s doing so much to try to change the world create a brand that’s so extraordinarily regular?
Please check out the video to see our take on it!
Here are some of our other thoughts on how brands that leverage their truths stand apart from the competition:
Brand Differentiation and The Courage To Stand Apart
