Cars are like potatoes, they are commodities, yet customers pay a lot more for potatoes at Whole Foods versus CheapFrills.
Be like Whole Foods and leverage the power of a strong brand and over time your dealership will build long-term success and increased customer loyalty and retention.
For over two decades, i’ve helped hundreds of brands find their unique essence and stand out. Now let me share those tips with you…
What is Dealership Branding?
Dealership branding refers to the process of creating a unique identity, image, and reputation for a car dealership. This involves developing a cohesive message and visual representation that sets your dealership apart from others and effectively communicates the values, services, and experiences that customers can expect.
Dealership branding encompasses elements like logo design, color schemes, signage, advertisements, online presence, and customer service experiences. For a brand to be successful, consistency of application is critical. Strong brand deliver the same promise to their customer, every time.
Remember, the logo doesn't make the brand. The brand gives value to the logo.
Why is Dealership Branding Important?
Dealers are led to believe that their brand is already clearly defined and policed by their OEM brand. While it's true that some manufacturers allow more creative flexibility, there is always room for your dealership to stand out and be different.
Here are four reasons why developing a unique dealership brand is important:
Customer Recognition
A strong brand identity makes your dealership easily recognizable, helping potential customers identify and remember you amidst a sea of competitors. It also signals to the customer why they should choose you
Trust and Credibility
A well-defined brand conveys professionalism and credibility, fostering trust and customer loyalty. In an industry not know for it's reputation, branding your dealership can help you stand out.
Consistent Messaging
A cohesive brand helps ensure consistent messaging across all touchpoints, providing a seamless customer experience. Customers trust when they hear the same message, consistently.
Employee Pride
A strong brand identity can foster a sense of pride among employees, leading to higher motivation and commitment to providing top-notch customer service. When we demonstrate to our staff why our brand is different, it gives them something tangible to connect with.
Step by Step Process to Build a Strong Dealership Brand Identity
Let's face it, you might not be able or want to re-brand your dealership yourself. That's what experts like me are for but you should know what involved so you can make informed decisions along the way.
Define Your Ideal Customer Begin by identifying the target audience for your dealership. Consider demographics, geographic location, and the type of vehicles they are interested in. Understanding your ideal customer will help you tailor your branding efforts to resonate with this specific group.
Audit Yourself for Uniqueness Analyze your dealership's unique qualities, strengths, and differentiators. This might include exceptional customer service, exclusive vehicle offerings, or community involvement. Identifying your unique selling points will help you emphasize them in your branding.
Complete a Brand Strategy Exercise Develop a comprehensive brand strategy that includes your dealership's mission, vision, and core values. These elements should guide all aspects of your branding and serve as a foundation for creating a consistent and cohesive brand identity.
Hire an Expert Invest in a expert in branding to create your dealership's visual identity, including a logo, color scheme, typography and style guide. These elements should accurately represent your dealership's character and resonate with your target audience. A strong visual identity is crucial for creating a memorable and recognizable brand. Don't underestimate the the long-term value of a strong brand so don't short-cut this step.
Adapt and Evolve the Brand as You Progress As your dealership grows and evolves, so should your brand. Continuously review and refine your branding to ensure it remains relevant and accurately reflects your dealership's current offerings, values, and goals.
Produce Content that Creates Value for Customers and Boosts Brand Create and share valuable content that informs, entertains, or solves problems for your customers. This can include videos, social media posts, blog articles and more. By providing value to your customers, you can strengthen your brand image, build trust, and foster loyalty. Remember that only 5-7% of customers have actual intent at any given time. A strong brand with a strategic content marketing plan can also attract the remaining 93-95% and foster them along their customer journey.
Book Your Call
Let me show you how to massively your dealership's online sales. It's free, easy and will provide you with actionable advice to make an informed decision.
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