Driving Trust: A Century of Hoffman Auto Group's Journey Unveiled

6 min read

by GO

Posted on Wednesday, October 25, 2023

In the fast-paced world of the automotive industry, where change is the only constant, one brand in Connecticut has stood the test of time. Hoffman Auto Group, with a rich history spanning a remarkable 100 years, recently embarked on a transformative journey with GO Marketing Agency to tell a story that goes beyond cars—it's a story of trust, reliability, and a century of shared moments.

Uncovering the Essence:

The first step in the process includes a meticulous brand audit and competitive analysis. This is our chance to ask all the questions and take a deep dive to uncover their true north.
From there comes their vision, their mission, and crafting the messaging to support them. Then we begin to create.

Driven By Trust:

As conversations unfolded with Hoffman's key stakeholders, a central theme emerged—trust. The Hoffman team is not just in the business of selling and servicing cars; they are in the business of building trust. Every vehicle that rolls off their lot is more than just a mode of transportation; it's a part of the stories of life that happen on the road.

The result? A brand anthem commercial that beautifully captured the sentiment of being "Driven By Trust." This wasn't just a tagline; it was a reflection of the pride Hoffman feels in being a part of the countless moments that unfold behind the wheel of their vehicles.

We Start at the Top:

The logo is the first element of branding most people will see. Changing the face of a company that’s been around for 100 years is a delicate task. We wanted the change to be subtle, almost unnoticeable. We modified their logo slightly and made minor tweaks to be more flexible for today’s world. We need to think about favicons, mobile ads, and digital billboards, as well as, embroidery, signage, and tv, but, most importantly, cars.

The Hoffman logo is on every car they’ve sold. There are thousands of them currently on the road. We can’t change those all at once, so the new logo has to complement the old. And slowly, over time, we’ll see more of the new and less of the old.

Clearly Telling the Story:

The logo is only one piece of the brand. There are colors to think about, fonts, patterns, imagery and how it all works together. These things need to convey some emotion and trigger some action from the viewer.

We chose a strong, bold font, because we didn’t want to be subtle with their messaging. The ads have large, confident statements that all tie back to the relationship a customer has with their car and the trust they can count on from Hoffman.

We’ve given them a modern color palette to bring some energy to the brand after 100 years. We kept it tied to their original blue to keep some consistency and solidarity. It’s all about trust. If we took the brand too far, we’d lose that for them.

Launching into the Limelight:

To ensure the message reached far and wide, GO Marketing Agency orchestrated a top-of-mind awareness video media launch. The result was not just increased visibility but a reaffirmation of Hoffman Auto Group's position as a trusted choice in the competitive automotive market.

Conclusion:

As the dust settled on this collaborative effort, Hoffman Auto Group emerged with a revitalized identity—a brand that doesn't just sell cars but builds relationships grounded in trust. The journey, as unveiled by GO Marketing Agency, showcased not only a century of success but a roadmap for the future.

So, the next time you slide behind the wheel of a Hoffman vehicle, remember, it's not just a car; it's a testament to a century of trust, reliability, and a commitment to being "Driven By Trust." In a world where businesses come and go, Hoffman Auto Group stands as a beacon, proving that some legacies are built to last.