Brand Tone

Confident but not arrogant, straightforward, energetic and modern (for performance-oriented merchandise). Evokes a sense of nostalgia, durability.

Brand Values

• •Quality and Durability
• •Heritage and Legacy
• •Innovation
• •Customer Focus/Putting People First
• •Integrity and Trust

Best Practices

• •Consistently weave in elements of Ford's rich history, iconic models, and established slogans like "Built Ford Tough" or "Built Ford Proud."
• •The tone should be self-assured, reflecting pride in the brand, but avoid sounding arrogant.
• •The messaging should feel genuine and relatable to Ford enthusiasts.
• •Mirror the perceived quality of Ford vehicles in the merchandise and its marketing.
• •Focus on providing customers value for money.

Social Perception

Seen as a way to express brand loyalty and passion. Items associated with specific popular models (Mustang, Bronco, F-150) are often well-received. There's an appreciation for products that celebrate Ford's heritage.

Copy Examples

• •Ford: Built Ford Tough. Always.
• •Experience the legacy. Drive a Ford.
• •Ford Mustang: 50 years of pure American muscle.
• •Ford Bronco: Untamed since 1966.
• •Get your official Ford gear and show your pride.