Toyota Fleet Management
Launching a Brand Refresh to Establish Toyota Fleet Management Outside of the Toyota Masterbrand
Brief
Toyota Fleet Management (TFM) sought a clear brand strategy to differentiate itself in the crowded fleet management market. While TFM held a 12.4% share of the market, its reliance on Toyota’s trusted reputation created a persistent misconception: that TFM only provided fleet management services for Toyota vehicles. In reality, TFM offers fleet management and financing solutions for all vehicle brands, including commercial vehicles.
Background
We were tasked to define a clear brand strategy for Toyota Fleet Management. The recommendation was for the Toyota Fleet Management brand to align with the Toyota master brand shift which was to evolve from one of Australia's most trusted car brands to the most trusted and admired mobility business. Through this move, it would meet the core needs of the business by;
Better leveraging the master brand's core strengths of trust and guest centricity
Connecting TFM's purpose with the overarching Toyota Motor Corporate Australia vision and,
Embracing a new look and feel which supports deeper emotional connections to the brand.
35%
Increase in online orders 2023
Solution
To date, we have developed a comprehensive brand refresh plan for Toyota Fleet Management, which included the following:
Developing brand guidelines that aligned with Toyota's overarching Masterbrand strategy, enduring consistency in messaging and design
Crafting a detailed brand development strategy to highlight TFM's unique value proposition
Delivering ongoing collateral updates to reflect the new strategy and visual identity
A client partnership that spans over 10 years
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