Brand Strategy, Brand Identity · 2023
Xotic Performance, a high-end eCommerce brand, is synonymous with top-tier engine parts for high-performance SUVs and diesel trucks. Despite having a diverse range of quality products that cater to everyone from professionals to DIY hobbyists, Xotic Performance was locked in a battle for market share with a well-established competitor.
When Xotic Performance first approached Project Human, their main concern was competing against a dominant market leader. This challenge was multi-faceted – it wasn’t just about carving out a place in the market, but creating a brand that could effectively stand toe-to-toe with a well-entrenched competitor.
During our comprehensive research phase, we uncovered a neglected strategy capable of propelling Xotic Performance ahead of its competitors. We found that one particular customer group—’Diesel Engine Experts’—holds significant sway over all other segments, despite its small size. Our customer analysis showed that these experts are frequently consulted and their content is widely consumed by other market segments. This pivotal insight led us to formulate a groundbreaking strategy: targeting this small but highly influential customer segment.
Our analysis suggested that instead of appealing to the general market, focusing on these influential diesel engine experts could be the key to tipping the scales in Xotic Performance’s favor.
Armed with this insight, we designed a strategy to position Xotic Performance as a brand that thought, spoke, and behaved like a diesel engine expert. Following the principles of data-driven decision making, we developed a comprehensive customer profile for diesel engine experts. This understanding of their motivations, preferences, and behaviors informed the creation of a brand persona that resonated deeply with this influential group. Subsequently, we redesigned Xotic Performance’s online store, weaving together user interface best practices with the brand’s new persona to craft a captivating shopping experience that resonated deeply with diesel engine experts.
This targeted and strategic approach bore significant fruit. Xotic Performance witnessed a notable increase in user engagement and conversion rates, with the website becoming a favorite among diesel engine experts. The brand’s distinct personality, coupled with its alignment with the target market, boosted customer loyalty, sparked word-of-mouth referrals, and fueled sales growth. This project stands as a testament to Project Human’s core principles – a commitment to data-driven decision making, the power of human-like brands, and the instrumental role an eCommerce store can play in executing a successful brand strategy.
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