When it comes to building your automotive dealership’s “brand,” it literally pays to think beyond the logo. That’s because a well-crafted personal brand helps humanize your sales people, connects your business with the community, and sets you apart from the competition. How the public thinks about your dealership is important. It’s up to you and your team to determine how involved you’d like to be in the process, however. Because, whether you like it or not, your personal brand will take on a life of its own with or without your help. Here’s why it all matters:
CBT News: Most automotive dealerships have a well-known tagline or slogan to identify their brand. But going above and beyond this first step will help set expectations years down the road.
Dealer Marketing: Building your personal brand? Don’t think of it as a chore! Instead, start by identifying your passion, your “why,” the reason you’re here, and how you want to make a difference. Do you hold any core values that make you and your business unique? Great! It’s time to let your future customers know.
Adpearance: Still think social media is simple a place for sharing selfies? Consider this: 72% of buyers claim they’d drive up to 60 miles to visit a dealership with positive social media reviews. And, by this time next year, social media may influence 40% of auto sales.
Forbes: Paying attention to your personal brand gives you and your business a chance to control the narrative. Still unsure? Consider some of the world’s personal branding experts like Oprah Winfrey and Richard Branson. Today’s world is hyper-connected; your dealership could and should be too.
Build a Brand: The cars you sell are important, but when it comes down to it, your brand is going to close the sale. When 86% of consumers report authenticity as the most important factor when choosing where to spend their money, you’d better have an honest story.
Check back next week for more Drive to Success.