Ford Motor Company, frequently referred to simply as “Ford,” is easily one of the most recognizable and most valued car brands in the world. Headquartered in Michigan and releasing new models of vehicles every year for more than a century, Ford has enjoyed a long history and a strong reputation.
Ford found success quickly due to innovative production methods and good timing, but the fact that it has stayed around so long can be credited to its efforts in branding as much as its efforts in production. The brand rhetoric strategies keeping Ford on top are quintessential—so let’s take a look and see how they can be applied to other businesses.
Ethos (Authority)
Ford’s Ethos is the element of brand rhetoric most responsible for the brand’s authoritative power. Over the past 100 years, Ford has made very few changes to its overarching approach or its logo. This familiarity has allowed Ford to become a household brand for multiple generations, and Ford has taken advantage of this in their messaging. Using words that convey sentiments of history and durability, Ford embellishes its Ethos and appeals to new and old customers alike.
Pathos (Emotion)
Ford’s Pathos is unique in the sense that it relies heavily on the company’s Ethos. The company often uses language to stir up feelings of home, of respect, and of familiarity. Ford also capitalizes on the fact that it is an all-American brand, allowing greater sympathy from patriotic citizens and those who identify strongly with America.
Logos (Logic)
Ford also uses logic in its brand rhetoric strategy, but like its Pathos, its Logos is centered primarily on a reputation that has already been established. Through language, Ford convinces its audience that Ford vehicles are the logically superior choices because of the quality of their build and their time-tested reliability.
Overall, Ford’s strategy focuses on sustaining and expanding its Ethos so new and repeat customers continue to engage with the brand—and feel the authentic authority of it.
