Dealer Magazine
July 2005
How a standout logo helps build a dealership's brand
by Clarke Miyasaki
Drive into an auto mall or up the central vein of nearly any city, and it is easy to spot the rows of identical-looking car dealerships. With such a sea of options, it’s hard for many dealers to stand out, especially when two dealerships sell the same make of vehicles or when they are in close proximity.
Nearly all dealerships claim great service, good prices and a pleasant buying experience, and since many dealers are limited by manufacturers’ structure, standards and image, standing out becomes an even greater challenge. That’s why walking into one dealership feels an awful lot like walking into any other.
So what can a dealer do to maximize tire kicking on their lots aside from doing the same things every other dealership is already trying?
It may be a simple answer, but it can also be a big solution: By creating a standout identity that will help brand your dealership and differentiate it from the competition.
Create a visual reminder
Convenience, pricing, skilled employees, good products and great service are what make a dealership successful in the long term, and those traits comprise a dealership’s brand. A company’s brand makes a lasting, positive impact that allows it to stand out in customers’ minds and achieve long-term success.
A logo, then, becomes the visual representation of a dealer’s brand. An inadequate or generic logo might take away from a dealership’s identity that has been established over years of quality customer service, while a good logo can contribute to it. Additionally, a dealer without a logo prevents consumers from having a visual cue to remind them of their brand.
Why a logo is important
Dealers normally work hard to create a brand for their dealership. They want people to think of them when its time to get their 30,000-mile service or purchase a new vehicle. And one of the most effective ways to help consumers remember you is through a simple, effective logo.
A dealership without a logo is more difficult for customers to remember than one with a memorable logo. An effective identity helps customers understand if you are a high-class dealership or a used car lots that specializes in trucks, but if there is no logo to associate with the company, it becomes easy to forget.
Unless a dealer has built a brand, customers will go to a competitor where they feel they have a better idea of what to expect. If a dealer has no logo, there will be no image to pop into their mind to associate a dealer with the customer’s needs.
A dealership without a logo is also missing out on great advertising opportunities. Every car on the lot should bear the logo of the dealership. A license plate-shaped ad that goes on every car’s back end can really increase awareness, especially when the cars are being test-driven. Other drivers will not only see a car that catches their eye, they will also know where to get one for themselves.
On the other hand, dealerships with logos will stick in the minds of consumers better than ones that do not. A simple, well-designed logo is a powerful tool that helps the customer recall the business when they have a specific need.
A good time for a logo
Every dealership can benefit from a professional logo, and it is never too late to get started. Dealers who sell more than one make of vehicle and individuals that own more than one dealership are missing out on a great opportunity to become more memorable in consumer’s minds if they don’t have a good logo. A person that has a great buying experience while purchasing their Grand Cherokee will be more likely to buy that Civic from the same automotive group if they know the Honda dealership has the same owners as the local Jeep dealer.
Even dealers that sell only one make of vehicle can profit from having a unique logo. A logo allows them to stand out from their most direct competitors – cross-town dealers that sell the exact same brand of vehicles with similar prices, service, store layout and inventory. Even a simple logo will help consumers remember a dealer, especially when the other dealers have no logo to link to their brand.
New or updated logos are also helpful when dealership ownership changes or when any other significant changes occur, including significant changes in inventory, ownership or location.
Where to get a logo
There are several options available for people who want a new or redesigned logo, depending on available resources and time. Logo seekers can do it themselves, hire freelance designers, advertising agencies or online logo design companies. Here are some ideas:
- Do it yourself. The cheapest solution for a person’s logo needs is for the person to design the logo by his or her self.
- Freelance graphic designer. Another option available to anyone in the market for a logo is to hire a local freelance graphic designer. Companies usually pay these people an hourly rate for the service.
- Advertising agencies. While it may not be their area of expertise, advertising agencies can often help you create a logo.
- Online solutions. Online companies are much more affordable than traditional advertising agencies and can come up with a greater variety of designs than a single freelance designer. My company, LogoWorks.com, uses between two and five designers for each logo project, and allows for revisions based on your requests.
But whatever you do, start working on developing a logo that is the visual identity of your brand.
Clarke Miyasaki is vice president, Business Development, for LogoWorks.
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