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 BrandingDefinitionNoun - “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 withFirst 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 PointCause

DistanceReceipt 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

SponsorshipsGolf 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: jkahrs@prosperityplus.com

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