Car Dealership Marketing: The Basics Of Branding

Define Your Unique Selling Proposition

What actually makes your dealership stand out? Think specifically- avoid vague or common answers like “personable customer service,” “exclusive promotions,” or “special financing.” Sometimes if their differentiators seem too specific, dealers worry that they are alienating a larger customer base. Remember, when you market to everyone, you are marketing to no one. Carve out specific and clear niches to establish you as a go-to leader and obvious choice.

Once differentiators are defined, sprinkle them across all marketing assets. For instance, showcasing impressive online reviews or offering unique features like specialized showrooms for specific car models can grab people’s attention in your advertisements. This is how you will build dealership brand consistency and get more sales.

Understand Your Target Audience

Your ideal target audience fits into your niche and would appreciate your differentiators. Consider what motivates them to have these needs or desires.

Build a customer persona. What else do these prospects like, need, hate, etc.? For example, Subaru knows their customers love the outdoors and dogs. Many dealerships have taken that to the next level with that theme outside, piles of dirt with Foresters parked on top of them, and some even bring their dogs into the dealership.

Create a Memorable Logo and Visual Identity

Design a distinctive and memorable logo that reflects the personality and values of your dealership. Beyond the logo, identify consistent visual identifiers for your brand. This will establish “brand recall” with your prospects. When they see you more, they will think of you when they need your services.

Just like you keep your physical showroom clean and inviting, it’s essential to ensure your website looks appealing. Leave the design work to your web designer, but make sure they adhere to the brand guidelines and messaging you have established. By highlighting positive reviews, special services, or exclusive upgrades, you’ll pique people’s curiosity and draw them in to learn more about what makes your dealership unique.

Craft a Compelling Brand Story

A car dealership brand story communicates the history, mission, and values of your dealership in a way that resonates with potential customers. This collaborative effort typically involves top managers or family members who are integral to the dealership’s operations.

Sharing this narrative through marketing channels allows you to connect emotionally with your audience. Whether it’s through your website, paid advertisements, or signage within the dealership, your brand story should be consistently conveyed to reinforce your dealership’s identity and leave a lasting impression on customers.

Deliver Exceptional Customer Service

At the end of the day, we have to walk the walk and provide the experience that was promised in branding and messaging. This affirms your brand with customers and builds trust. The goal for successful branding, beyond making sales, is to see a customer review that mentions the differentiators that you have been promoting.

From the showroom to service appointments, ensure a seamless experience by regularly checking in on guests and promptly addressing any concerns. Positive word-of-mouth from satisfied customers can significantly boost your brand’s image. Encourage referrals through incentives like gift cards and maximize social media by sharing heartfelt stories of happy customers. This fosters engagement and expands your dealership’s reach.

Consult With Car Dealership Marketing Specialists Who Understand Your Needs

Dealership consultants see the full picture when it comes to your business. At Brady Ware, our Dealership Specialists don’t just do accounting; they also provide tailored guidance regarding your internal operations and long-term goals. Call us today to consult with a specialist.