The Top Ten Tools for Building a Brand

VOL-XIII-7

Jim Boldebook

5/28/08 Copyright © Jim Boldebook (for July 2008 Issue of Dealer Magazine)

Want the best possible return-on-investment for every advertising dollar you spend? Make sure your marketing message tells a story, and sticks in the mind of the recipient. In their book ‘Made to Stick’, authors (and brothers) Chip and Dan Heath make the case for simple, unforgettable ideas. Chip Heath, a professor at Stanford’s business school and Dan Heath, a teacher and textbook publisher, offer a practical guide to effective communication, drawing extensively on psychosocial studies on memory, emotion and motivation. ‘Made to Stick’ is an easy, entertaining read focused on six principles of brand building: simplicity, unexpectedness, concreteness, credibility, emotions and stories. Those initials spell ‘succes’ (sic).
They are, in fact, six powerful tools for brand building.

S - Simplicity: Streamline your message. Don’t put too many thoughts or ideas in the same ad message.The more information you try to convey, the less effective your message will be.

U - Unexpectedness: Surprise your audience with new information or something they don't expect. They'll be more likely to pass it along. Who would ever guess a full size Cadillac Deville gets as much as 27 miles per gallon on the highway? Recently a dealer friend of mine started devoting entire ad messages to the incredible fuel efficiency of his certified Cadillacs. Sales of these units increased dramatically.

C - Concreteness: People respond better to concepts they can grasp. Rely on concrete examples rather than abstractions. Specific, clearly defined offers are a better motivator than general hype.

C - Credibility: Choose details and spokespeople with care. A dealer principal looking straight into the camera, or a satisfied customer expressing delight have more credibility than a celebrity endorsement.

E - Emotional: Why should anyone care about your product or service? It’s up to you to give them a good reason. Your marketing messages must sell with the same passion and conviction of your top performing salesperson.

S - Stories: Show, don’t tell. Find stories that illustrate how your product or service has improved your customers’ personal or professional lives. Customer testimonials are a very effective tool in telling your story from the customer’s perspective. Employee testimonials can be equally effective in conveying the brand image of your business.

‘Made to Stick’…great little book. Lots of anecdotal examples of brand-building ‘sticky success’. Less than $20.00 at bookstores and online.

Here are four other important tools in building your brand.

Consistency. Defined as the state of conformity with other or earlier attitudes, practice, etc., consistency breeds confidence, comfort and loyalty to a brand. Consistency clarifies your business philosophy and builds value to every service and product you offer. Consistency is building a theme in your marketing and operational procedures. Simple elements combine to produce consistency. A voice, a tag line or branding phrase. Even the pace and style of your advertising messages should lend themselves to consistency. Several years ago I asked a number of top dealers our company has worked with over the years to share with me the most important way our advertising company benefited their respective dealerships. Overwhelmingly, the top response was consistency. And if you are not concerned with ‘building a brand’, you should know this: Consistency is the key advertising element that increases gross profit.

Tell The Troops! Several decades ago one of the most successful, innovative automobile dealers I’ve ever met made this statement: “Sell the salespeople, and they’ll sell your customers.” If you really want to build your brand, make sure every single person involved in your organization understands your brand U.M.P. (unique marketing perception). Not just the salespeople, but everyone in the office, parts and service, every department. Distribute an internal newsletter several times a year or just send an occasional email to everyone (and you do have the email addresses for all of your associates..right?) Never miss an opportunity to talk about your ‘brand’ and what it means to everyone in the company. Ask your employees for ideas on building your brand. Then listen carefully and find ways to implement the best ideas and reward those who contributed.

Have a Marketing Game Plan. The only way to get the right message, clear, concise, consistent, is to stop the last-minute fire-drills in the ad department. Poor planning not only destroys the essence of brand-building, but it wasteful and not nearly effective as a carefully planned program. Insist on a short and long term strategy. By the tenth of this month have your ad plans finalized for next month. You should know what your theme is going to be with at least some idea of the actual creative strategy. Your media buys should be negotiated and placed. You should have tentative plans for ad themes for the next three months. Take the time to study last year’s sales and successful promotions.

Insist on Total Integration. All of your marketing/advertising/promotional themes should be coordinated to complement the brand building goals in every medium. Imagine how much greater your next major sales event can be if you involve every department in your dealership. Have a contest for referrals. Hold a special breakfast prior to the sale to share your strategy. Make your financing partners part of your promotion. Send an invitation to your current customers for an opportunity to take advantage of specials before advertising to the general public.

Maximize your marketing R.O.I. and build the strongest possible brand for your company by incorporating these ten tools in your marketing plans. Consistently…keep it simple. Tell your story. Make it sticky. And build a memorable brand!


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