Brand Identity and Elements of Uber

Let’s be real, not everybody knows how to drive, and not everybody can afford to get a car. For those and other reasons, such as being under the influence of alcohol, driving a long distance, etc., people use services that pick them up and drop them off at their destination. If you have guessed that we are referring to Uber, then you are correct. Uber not only transforms you but also delivers your food. Established in 2009, Uber has reached immense success, and people always turn to it when in need of such services. This blog will focus on the marketing tactics of Uber.

What is the identity of Uber?

This question does not have a simple answer. There are numerous points that we can touch on while answering. 

• Uber went from startup interfacing riders and drivers to a worldwide portability stage in eight brief years. Having grasped modern and future modes of transportation—from bicycles to tuk-tuks to flying cars, it required an all-encompassing brand framework to suit them all.
• Rather than seeking a complex personality framework localized through color and design, Uber moved towards a widespread ‘beyond-simple’ worldwide brand. Groups in assorted markets can make it pertinent to their audiences with socially particular content.
• With a modern wave of administration at Uber came a recharged commitment to security. As of now, the security center has been product-driven. Uber was aware that the brand required to talk similarly to riders, drivers, and workers, so it took a step back and inquired, “What does security mean for diverse individuals at diverse times?” Safety Blue then got presented to the color palette. It is special to Uber and implied to be utilized sparingly to show critical minutes of support, care, or association between the client and the brand.
• The decentralized nature of Uber’s operations implied the company required a framework that might be effortlessly executed by a wide extend of specialists around the world. The latter would be in a wide range of computerized and physical applications. The framework is not fair for showcasing originators but for item groups, client benefit, and past. Its victory depends on how valuable groups discover it.

Uber’s brand positioning.

This video can help us do so.

This video is here to prove to all of us that, at times, a simple Uber ride can act as a life-changing moment.

In this video, we are following a teenage boy who develops a crush. The driver picks up another ride on his way. Right as the mysterious customer gets in, the boy that we are following can not stop thinking about that customer.

He makes tweets about how the person next to him smells great, about how the ride is going so fast, etc. He even tries to spend more time in the car with the mysterious stranger by asking the driver to drop him off the second.

The driver obviously understands what is happening, but he has to do his job correctly, which means dropping off his first customer.

In the end, the boy thanks the driver and plans on getting out of the car, but that is when the guy next to him pats him in the back. He suggests getting off the other way because that would have been safer. 

This video is filmed so naturally that the viewers experience the rapid heartbeat of the guy as we follow the storyline.

Now, what can we guess from this video?

Firstly, the product that is being advertised is a common everyday product used by many people.

Secondly, the boy is solely attempting to connect with somebody and form some sort of relationship. 

These points lead us to infer that the archetype that Uber belongs to is Everyman.

• The desire of the archetype is to associate with others.
• The goal of the archetype is to feel that they belong somewhere and to fit in.
• The strategy of the archetype is to come up with typical solid virtues, the standard touch, and blend in. 

Other brands that belong to this archetype include Samsung, Wendy’s, Wrangler, and Budweiser. 

The messaging levels of the archetype are the following. 

1. The archetype empowers to require activity in case of feeling depressed and lonely. 

2. The archetype talks about the individuals that feel cleared out and alone, seeking affiliation. 

3. These companies let us know that we have to learn to associate, have a place where we feel a sense of belonging, and get help and friendship. 

4. These companies moreover tell us that we got to recognize each person’s natural respect in spite of his or her authority or circumstances.

The Everyman archetype is the right fit for your brand if:

1. Its benefit permits individuals to have a place or sense that they belong. 

2. Its role is something used for the most part in ordinary life​. 

3. Its estimate is moderate to low. 

4. It is made or promoted by a brand with a down-home administrative culture. 

5. It needs to distinguish itself from a more luxury brand.

Now, a great idea would be to expand more on the brand identity of Uber.

We will do that by focusing on the positioning tactics of the brand.

Positioning tactics include three core aspects.

• The product variety, or the Uber development line.
• Benefits, differentiators, and how Uber exceeds the competition.
• The main vision. What is the most crucial concept that Uber wants its customers to remember?

Brand Identity of Uber

Category

Uber is a ridesharing brand with a versatile app that was established back in 2009. The thought behind Uber was to create it less demanding to put an arrangement for a ride utilizing your smartphone, and it has since developed into the transportation tech mammoth it is now. Customers on Uber can put orders for all sorts of transportation administrations utilizing the app, from economy choices to high-end extravagance rides. The thought behind Uber is to form a tech-focused reply to the issue of securing transportation.

Cities do what they can to offer open transportation, but holes within the plan exist. Cabs and other private transportation administrations exist, but in case there is not a cab adjacent, you can anticipate holding up a long time to induce a ride. That is where Uber comes in. Because of all of their drivers and the app, you will effectively put orders for a ride and have a driver arrive not long afterward.

Combining this with the colossal benefit determination is what has permitted Uber to benefit as long as it has.

Benefits and Differentiation

Numerous people accept that the disappointment of taxi companies to urge clients to achieve their goals rapidly sufficiently is what permits Uber to flourish. The taxi companies frequently fault their drivers for being incapable of picking up and conveniently transporting travelers. 

The taxi drivers react by complaining approximately the low passages clients pay for short-distance trips, creating a cycle of wastefulness for taxi companies.

Whereas hold-up times change, Uber clients ordinarily spend far less time holding up than clients of conventional taxi administrations. 

Riders moreover have the choice to share rides with others heading within the same heading through UberPool, the app’s ridesharing feature.

As a result, Uber clients regularly get where they are going quicker or cheaper than they would by taxis. Public transportation does not run around the clock, and not all taxi companies run 24 hours a day. 

Individuals who work or party late at night often utilize Uber to reach home rapidly when transport and metro preparation lines are closed down.

Riders select Uber over other transportation strategies for security reasons. The company experienced genuine episodes in the past, such as drivers assaulting travelers. 

Uber presently requires all prospective drivers to go through engine vehicle and criminal foundation checks. The company runs yearly foundation checks. The checks incorporate a look at multistate criminal databases, engine vehicle records, and an audit of the National Sex Offenders Database.

It may be troublesome to convince taxi drivers to pick up riders who have had as well much to drink in obscure parts of town late at night. 

There are around 4 million Uber drivers in over 900 cities worldwide. Partygoers can depend on being able to discover accessible Uber drivers through their apps within the small hours of the night. 

Picking up inebriated travelers does not come without its challenges. Unruly travelers indeed assaulted drivers on some occasions. 

Uber drivers in India were the primary ones urged to get to a freeze button on the Uber app to contact the police for this sort of emergency. Uber drivers working within the U.S. picked up to get to the panic button in 2018.

The genuine fetched of owning a car is higher than most individuals think. Shoppers paid around $9,492 to claim and work their vehicles in 2020. Urban tenants who do not require cars can moreover spare cash by utilizing Uber. These investment funds generally apply to riders who do not require cars day by day but now and then require a ride for end-of-the-week trips and other special events. 

The combination of Uber and growing online basic supply conveyance is making it more viable to live without a car.

The Core Communication Idea

Uber Joins together beneath the tagline “GO GET IT.”

Uber administrations are ordinarily highlighted exclusively in advertisements. For the first time, the transportation company has joined together its brands beneath one tagline and one advertisement. Uber has disclosed them at the time of the opening ceremony of the 2021 Olympics. 

The portrayal is filled with fervor, empowering the group of onlookers to look for the human encounters people have been missing. 

Ultimately, we are going to take a look at the brand elements of Uber.

The elements of a brand include the logo, slogan, archetype, and lots of other points. 

We are going to discuss a few of those.

The name element:

The company was once known as Ubercab, Inc. There is no exact definition of the name. But it later changed its title to Uber Advances, Inc. in February 2011.

Uber is more catchy, it is shorter, and it is easy to remember. Hence, the association of customers with the company is justified. 

The logo element:

In brief, the logo of Uber is motivated by the “bit” and the “atom,” both building squares of innovation and the world. Uber clarifies on its recently updated site. With its modern logo, Uber has stated that it needs to better speak to the company it is presently.

The slogan element:

“Move the way you want” is the slogan of Uber. This is pretty straightforward and communicates the message of Uber pretty directly. 

There are so many options that riders can pick from. As we discussed earlier, drivers can share rides; they can find an Uber late at night, and they can even have food delivered to them through Uber.

So we can simply guess that Uber utilizes a to-the-point communication method to deliver messages to its consumers. 

The color element:

The colors that Uber incorporates in its branding are black and white.

The color black feels advanced, classic, and genuine. Black brings out control, extravagance, and class but can moreover cruel polished skill, nonpartisanship, and effortlessness.

On the other hand, White touches upon the feelings of purity and innocence. 

The website:

The website of Uber is pretty advanced, and it includes lots of features. Other than the “About Us” section and the information about its services, the website also has a blog post section. 

The website has all the information that you can possibly need. The colors of it are again black and white. It is a pretty simple yet sophisticated website that acts immensely helpful for its consumers.

And that concludes the “Brand Identity and Elements of Uber” blog. We did an in-depth analysis of the marketing tactics that this company uses to understand its success better. To read more blog post articles, go to our main website!