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?

Let’s Look at Some Examples

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 RC = Understanding ffinity ealityommunication

Communication Formula Source Point Cause Distance Receipt Point Effect Intention Attention Duplication The consideration and action of impelling an impulse from source point across a distance to receipt point

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 s 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

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Thank You!