Five Ways to Make Your Dealership’s Brand Irresistible to Customers


Think about your favorite products. What is it that attracts you to them? Is it the product itself? Is it the messaging around it? It’s likely both. When it comes to branding, the product, messaging, and entire buying process intertwine. Each element impacts how you feel about a good or service.

When you think of branding, you may think of large companies like Coca Cola, Apple, or even automakers like Toyota or Ford. However, every company can have a brand, from the solopreneur to a mid-sized dealership. Your brand is what can bring your customers in the door, persuade them to buy, and cause them to come back. Accordingly, how can you build a brand that your customers love?

Below are some steps that can take to create a brand that turns visitors into repeat buyers. 

Determine Your Message 

What is your message to your customers? Branding is all about developing a conversation with your customers. So, think about who your target audience is and develop a dialogue that genuinely resonates with them. For example, is your brand message about affordability? Ensure this is front and center when you are advertising your dealership and speaking to your audience on various social media channels. Ultimately, your goal is to create a message that adequately conveys your values and inspires your customers. 

Make Sure That Your Brand Solves Their Problem 

There is nothing wrong with focusing on accolades and why your dealership is the best one customers should visit. However, the ultimate objective is to convey how your dealership can meet the needs of your audience. Find out what your users are looking for, and develop messaging that shows how your dealership can provide a solution. This aspect should be a significant component of your brand messaging. For example, if you live in an area where COVID-19 is still causing most people to stay in their homes, talk about how your dealership is adding convenience to the buying process by delivering vehicles or conducting the F&I process online. Again, the goal here is to ensure your brand messaging describes how you are solving customer problems. 

Always Respond to Customer Feedback 

Whether it is positive or negative, customers like to know that the businesses they support will respond to their feedback. This reason is why customers follow their favorite companies on social media channels. This situation lets them provide suggestions, post complaints, or just talk about an experience they had with you. Social media customer service data from Ambassador revealed that 71 percent of consumers who have had a good social media service experience with a brand are likely to recommend it to others. So, keep an eye on social media platforms as well as places like Yelp and Google Reviews to interact with your customers. 

Provide Free and Value-Added Content 

We aren’t saying offer them a free car or servicing; however, customers want to feel like brands can provide help without always expect anything in return, and it adds to the feeling that a brand is authentic. This reason is why free content has become such a massive draw for many customers. This content can be in the form of blogs, video messaging, email newsletters, and other communication mediums. The more value this content provides, the more likely your customers are to engage. An example of this could be videos that offer instructions on how to do a routine cleaning or maintenance procedure on a car. Customers will walk away feeling like they learned something and that you genuinely care about their needs as a customer. 

Get Personal with Storytelling 

Want to resonate with customers? Then give them content that genuinely allows them to be immersed in what you offer. Branding and great storytelling go hand-in-hand, as both will enable you to attach a narrative that engages your customers. According to a Headstream study, 55 percent of people would consider buying from a brand in the future if they really loved a story. It gives you the chance to bypass traditional sales language and be more organic. A great story could include a feature about a customer who had purchased from you, or a highlight of a time when an employee went above and beyond for a customer. This is the reason why companies like Patagonia or Chick-Fil-A thrive. They know how to tell good stories, whether in social media postings, ad videos, or blog posts that attract customer interest. 

Your Dealership’s Brand is Your Voice 

You don’t have to be a multinational corporation to have a well-thought-out brand. You have an advantage that many companies don’t. You are a local business in your community. This means that you can create brand messaging that is even more personalized and useful to your audience. Ultimately, customers want to know that they can trust you to help them meet their most pressing needs, and brand messaging is all about showing them that you can and will.

Did you enjoy this article from Chanell Turner? Read other articles from her here.

Car Biz Today, the official resource of the retail automotive industry.

soundcloudBe sure to follow us on Facebook and Twitter to stay up to date or catch-up on all of our podcasts on demand.

While you’re here, don’t forget to subscribe to our email newsletter for all the latest auto industry news from CBT News.

This has been a JBF Business Media production.