Verbal Brand Identity

The Situation

Capital One Auto Finance created a new digital product to streamline and direct the process of auto financing. Designed to help their customers make the best decisions when it comes to auto-financing, this product would allow for consumers to configure loans using an online estimation tool. This tool was going to play a large role in Capital One’s Auto Finance offering moving forward, and brandsymbol was trusted to develop a verbal Brand identity that would propel the product towards success.

The Solution

Brandsymbol clearly understood the significance of this offering for Capital One Auto Finance’s customers, and knew the Brand needed to inspire clarity, confidence, and control while ensuring that it would be clearly differentiated from competitors’ products in the same space. To accomplish these objectives, brandsymbol worked closely with Capital One Auto Finance to generate an array of names for the new tool that clearly describe two specific product features: 1) The estimation tool the customer uses to assess the monthly payment and APR, and; 2) The offer confirmation the customer takes with them to the dealership.

The Success

Auto Navigator stood out as the Brand that would clearly, consistently, and compellingly present the new tool to consumers. Speaking to the basic premise of the auto financing offering with ‘auto,’ it was combined with ‘navigator’ in order to portray its success as an instrument of ease for the customer. Auto Navigator benefits from being constructed from current usage words (i.e., dictionary words) in that it quickly and efficiently confirms that they will be effortlessly guided through the process by the tool itself.

Capital One, Branding Agency