Branding Your Dealership Presented by: Jim Kahrs, President Prosperity Plus Management Consulting, Inc.
Branding Your Dealership • Introduction • What is branding? • Understanding the basics • How is branding accomplished? • Questions and Answers • Getting Help
What The Heck is Branding • Definition • Noun - “an identifying mark or characteristic common to the products of a particular company.” Oxford Dictionary • Derivation – Old English; Burning • What does branding mean to a dealership? • Who are we? • What do we do? • How can we be easily identified?
How Do You Create a Brand • Some basics to start with • First we need to know what leads to understanding. • Next we need to know how to communicate this to prospects.
The Component Parts of Understanding A ffinity = Understanding C R ommunication eality
Communication Formula • The consideration and action of impelling an impulse from source point across a distance to receipt point Attention Intention Distance Receipt Point Effect Source Point Cause Duplication
How is Branding Accomplished • Branding is first accomplished through effective Public Relations • “Interpretation of top management policy to the different publics of the company” • “To make the company, its actions or products known, accepted and understood by the different publics” • “Effective cause well demonstrated” Modern Management Technology Defined, L. Ron Hubbard
Examples • Website • Letterhead, business cards • Company vehicles • Answering the phone • Sponsorships • Golf outings, journal ads, etc.
Using PR and Branding Together • Decide WHO you are as a company. • Create a company logo that communicates who you are. • Create a company slogan or tag line. • Make sure the logo and tag line are part of ALL PR issues
How is Branding Accomplished • Branding is next accomplished through promotion • “to make something known and thought well of.” • “Promotion consists of getting names and addresses and contacting them and offering services to get them in.” Modern Management Technology Defined, L. Ron Hubbard
Examples • Postcards • Emails • Print ads • TV or radio ads • Cold call leave behinds
Using Promotion and Branding Together • Make sure you have a strong promotion campaign. • All promo items must have logo. • All promo items must have tag line.
Using Promotion and Branding Together • Repetition is critical, you have to pound the same message home time and time again. • Resist the urge to always issue something new or change promotion. • Strong promotion ALWAYS starts with surveys.
Using Surveys in PR and Promo • Survey your public to get their Reality. • USE the data collected to create PR and promotional pieces that Communicate the Reality. • By Communicating from the audience Reality you bring about Affinity. • Prospects buy from people they have a high level of affinity for.
Q & A • Any Questions
Getting Help • Don’t hesitate to us call for help. • Phone: (631) 382-7762 • Email: firstname.lastname@example.org • If you’d like a copy of this presentation leave a business card with your email address.
Thank You! 631-382-7762 www.prosperityplus.com