When you hear or see the word “branding” what’s the first thing that comes to mind? Do you think of well-known brands like UPS or Coca-Cola? Do you wonder if you are able to brand your shop? What makes a brand memorable? Is it the consistent use of your logo, colors and marketing message?
Each year, businesses spend countless amounts of money creating a brand image. Is your logo and the consistent use of color and your marketing message important? Absolutely! But, this does not create the brand image. So, what is branding and how does it apply to auto repair shops?
Your brand is created because of the experience you provide customers. Good customer experiences elicit good feelings about your auto repair shop. This translates into greater customer loyalty. Think about this – If someone has had a bad experience at your shop, what feelings do you think they will have toward you when they see your logo/company name in an advertisement or direct mail piece? In contrast, if they’ve had a great experience, how do you think they will react when they see your logo or company name?
Instead of “brand image” we should be thinking “brand experience.” Core values play an important role in reminding you of what’s important and communicating to your team the key components of what you want the brand experience to be. Ask yourself this…Is your shop one where your customers feel:
- Respected?
- Appreciated?
- Valued?
- Listened to?
- Safe in making a purchase?
- Confident in trusting you?
- Connected to your success?
Need help creating a brand experience that goes beyond a “look?” Shift your auto repair shop business into a higher gear! Click here to schedule your FREE 30-Minute Marketing Review with one of our marketing professionals.