Dealership Branding Could Set You Apart
Everyone knows car brands. Honda - The Power of Dreams. Built Ford Tough. Chevy trucks and “Like a Rock.”
But what about dealership branding? Yeah, you sell Ford, GM, Toyota, etc, but your dealership also needs an identity. If you rely on OEM branding, you won’t leave a lasting, personal impression on your customers, meaning they’ll go to any old Acura dealership next time they’re in the market.
Here’s how you can make a lifetime relationship with your customers through dealership branding.
Know yourself and your customer.
On the surface level, branding is a logo and a branded website. But when considering the look of your marketing, you need to consider who your target audience is and how to best appeal to them. What demographic does your OEM brand target? What are the demographics of the people in your area? Who has the budget to afford your cars?
Once you know the answers to who your target audience is, then you can start filling in information about yourself. It may seem cliche, but think about what you stand for and develop a mission statement. How do you want outsiders to perceive your brand? Among your competition, what sets you apart? Business is business, but when it comes to building relationships with customers, reaching them on a personal level goes far. When working on your dealership brand, you should consider ways to convey that your business is trustworthy. Don’t be afraid to tune into consumer emotions.
Use Technology.
There’s a relationship between digital marketing and brand experience - both with online sales and traditional dealership sales. Utilizing social media platforms can help keep your brand current. Daily updates about things going on in your dealership help to remind your customers that you exist. It keeps you front-of-mind for the next time they have a purchase or service need.
Investing in high-quality photography and videography services puts your brand in motion and allows you to connect with current and potential customers on a more personal level. Take advantage of all the digital tools, customer loyalty programs, and data that comes in to ensure the brand experience adapts to the always-changing buyer needs.
Having a good overall online presence is key to marketing your dealership. Reviews can make or break someone’s decision to choose your dealership. Use online reviews as a way to take constructive feedback but also aim to have a consistent base of happy customers. And always respond to your reviews! (and always be nice in your response)
Be different.
Don’t set limits on what you can do for your customers. You might gain popularity by offering extras that others don’t. Most dealerships offer things like coffee and water in their waiting area, free car washes with service, and that factory-reimbursed “$5 off your next oil change.” Why not think outside the box? Carry a local bakery’s fresh pastries in your customer lounge. Provide a complimentary valet service. On the sales side, consider throwing in free fabric protection, mud flaps or floor mats. Some dealers are even offering a year of free oil changes.
Most importantly, customers these days want honesty, transparency and consistency. While individual interactions are good, you need to focus on the entire journey with the customer from start to finish. You should connect and empathize with customers to maximize on every part of the experience you can control and ensure the best outcome between customer and brand.
Teamwork makes the dreamwork.
Educate your staff on what your brand is, and how to execute the best brand experience. Add it to your onboarding process for new employees. Everyone should be all in, know exactly what is expected of them, and encouraged to go above and beyond. Decide on how you’d like your customers greeted. Staff members should view potential customers as more than just a sale. A good brand experience can influence a customer to not only buy but become a loyal customer who is invested in your brand. They become advocates for your business.
Setting the tone for your dealership will help everyone understand their roles. A consistent and appealing brand will bring customers in and create raving fans.
