Branding Your Dealership

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Branding Your Dealership

• Presented by Jim Kahrs, President
• Prosperity Plus Management Consulting, Inc.

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Branding Your Dealership

• Introduction
• What is branding?
• Understanding the basics
• How is branding accomplished?
• Questions and Answers
• Getting Help

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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?

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Lets Look at Some Examples
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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.

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The Component Parts of Understanding
A
ffinity

Understanding
R
C
eality
ommunication
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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
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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

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Examples

• Website
• Letterhead, business cards
• Company vehicles
• Answering the phone
• Sponsorships
• Golf outings, journal ads, etc.

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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

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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

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Examples

• Postcards
• Emails
• Print ads
• TV or radio ads
• Cold call leave behinds

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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.

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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.

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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.

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Q A

• Any Questions

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Getting Help

• Dont hesitate to us call for help.
• Phone [phone]
• Email jkahrs_at_prosperityplus.com
• If youd like a copy of this presentation leave a
  business card with your email address.

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Thank You!
631-382-7762 www.prosperityplus.com