Brand Creation and Brand Positioning 24toll.com

Brand Creation, Brand Strategy and Brand Positioning 24toll.com

Deliverables: Brand Strategy, Brand Name Validation, Positioning, Brand Promise and Key Messages

1. Overview

24toll.com is an innovative digital player in the European toll market, aiming to provide motorists and transport companies with simple, fast and reliable solutions for purchasing e-toll vignettes for the new A24 route. With the opening of the new A24 Blankenburg Tunnel in the Netherlands, it was essential to create a strong brand that exuded both trust and convenience.

Ablestar was asked to build the brand from the ground up: from creating the brand name, brand strategy and positioning to the brand promise and key messages.

2. The Challenge

As a new player in a competitive market, 24toll.com faced several challenges:

Brand Awareness: Creating visibility and trust among motorists and transport companies.

Competition: Differentiate in a market with a homogeneous product.

Usability: The brand had to radiate simplicity, speed and reliability to match the proposition of the platform.

The goal was to develop a brand that radiated consistency, authority and innovation and at the same time directly connected to the needs of the target group: registering for automatic toll payment quickly and without detours.

3. The Objectives

Create a brand strategy that clearly communicates what makes 24toll.com unique.

Define the brand positioning as the modern, digital partner for automatic toll payment in the Netherlands.

Develop a strong brand promise and core messages to build trust with customers.

4. Ablestar's Approach

Phase 1: Brand Strategy and Positioning

We started with a thorough analysis of the market, the competition and the target group. This included:

Market research: Identification of trends and opportunities in the European toll market.

Target group analysis: Defining the core needs of both private and business customers (including transport companies and leasing companies).

Competitor research: Determining differentiation points to position 24toll.com uniquely compared to the competition.

Brand positioning:

24toll.com positions itself as the digital pioneer that ensures a smooth toll experience, with the following core values:

Simplicity: Easy to use and without complex processes.

Speed: Direct access to all toll products.

Reliability: Always accurate and transparent.

Phase 2: Brand name validation and brand promise

The name 24toll was validated by its direct and accessible character. It radiates:

Availability: 24/7 access to toll products.

Clarity: Directly recognizable and understandable for a wide audience.

The brand promise was formulated as:

"Pay toll without detours".

This promise emphasizes the ease of use and reliability of 24toll.com for every traveler.

Phase 3: Core messages

To ensure consistency in communication, we developed core messages aimed at the most important target groups:

Private Drivers:

"Escape the crowds and make driving fun again"

Business Customers (Transport companies), Partners and Governments::

"Easy management and overview of your business fleet"

5. The Result

Ablestar developed a strong and future-proof brand for 24toll.com:

Clear brand strategy: A positioning that combines innovation, simplicity and reliability.

Strong brand promise: "Pay tolls without detours" resonates directly with the target group.

Consistent core messages: Aimed at both private travelers and business users.

This strategy created a clear, recognizable identity for 24toll.com that contributes to the trust and growth of the platform.

6. Impact

Fast Adoption: The brand was quickly recognized and adopted by end users, partners and governments.

Competitive Advantage: 24toll.com distinguishes itself as the digital solution for easy toll payments.

Customer Trust: The combination of brand name, promise and positioning has contributed to a strong brand perception within the market.