You might think that only big companies need to invest in branding, but a proper brand is just as important for mom-and-pop businesses as it is for million-dollar firms. In fact, we’re seeing a trend in business where industry giants are adopting the marketing tactics and language of a small business to seem folksy and traditional.
Now, how does this apply to your auto business? A business with a strong brand is more likely to be successful and popular. But it’s not enough to commission a logo and pick out new uniforms for your employees. You need to understand early on that branding goes beyond visuals. The brand is the soul of your business, and one cannot exist without the other.
If the concept seems too complicated for you, don’t fret. An automotive marketing company can help you create a successful branding strategy for your business. But there are a few things you can do to cultivate a brand. Here are a few tips and tricks to get you started.
1. Identify your purpose
Every business is founded on a promise. For restaurants, it’s to serve delicious food. A clothing brand promises to produce stylish and comfortable clothing. You, on the other hand, want to serve motorists and their needs. However, you cannot attract customers on promises alone. It would help if you also have a purpose.
The products you sell or the services you provide will help you define your brand, but your customers also need to know why you do what you do daily. Why did you choose this particular industry instead of the hundreds of choices out there? If you can relay what gets you up in the morning, that can be a great deal more effective than any other marketing tactic.
There are two ways to look at a firm’s purpose. The first one is obvious: to make money. No one starts a business with the hope that they lose everything. However, customers demand more, and you need to hone in on a higher purpose. For instance, you could say that you’re not just selling cars, but you also want to make life better for motorists.
2. Stick to your messaging
The key to cultivating a brand is to keep your messaging tight and focused. That means you need to avoid talking about things that aren’t value-adding or even related to your business. Otherwise, you could shatter the image that you’ve painstakingly built. Let’s say you want to upload an image to your company’s Instagram account. Before tapping on the upload button, you need to ask yourself whether the image aligns with your strategy.
Branding is all about appearances, so you need to make sure that everything you do, from your social media posts to the content of your emails, serve to improve the brand. A consistent message is easily recognizable, which then supports customer satisfaction and loyalty. The last thing you need is customers struggling to understand what you’re trying to say.
3. Appeal to emotion
The consumer decision-making process isn’t rooted in logic and rationality. If it were, then people would rather buy a cheap but well-made laptop than a thousand-dollar MacBook. However, many people would prefer to pay hundreds or even thousands of dollars more for a premium item. The reason for that lies in emotion.
Many brands appeal to their customers’ emotions. Just think about the most iconic advertisements. Chances are, they rely on human connection and memory to get their message across. Whether it’s joy, love, or sadness, people crave emotional connections, even if it comes from a brand.
4. Embrace change
What works for you today may not be effective tomorrow. In a world where trends emerge and disappear without warning, businesses must adapt with the times to remain relevant. That means making adjustments to your branding strategy as you go along. If something doesn’t work anymore, don’t be afraid to drop everything and start from scratch.
That said, you shouldn’t change too much that it becomes inconsistent with your brand’s messaging. Your goal is to keep your brand fresh and relevant. Your new strategy must be familiar enough to be recognizable but different enough to feel fresh. Legacy brands do this all the time to keep their products and services relevant in the digital age.
Building a brand takes a lot of time, resources, and patience. But with enough planning and the right team handling your brand, you can make your business more recognizable and relevant for your target audience.