Branding used to be about creating a logo and slapping it on some business cards and a website. Branding today is a lot more involved and complex. It permeates everything a business does!
In the past, only the largest of companies had to worry about their brand beyond just earning a good word of mouth reputation. Branding was more about making a business look official so that people would have enough trust to spend money there. Retention for most verticals was less of a focus.
In the digital marketing world, branding stretches across all channels, making it about more than a smart-looking logo and cleverly descriptive URL. Peer reviews, social media status and the rise of apps has made branding today a lot more involved. Customer retention has become more important and many times can directly relate to how a business has positioned its brand.
Given the more complex landscape of marketing a business, having a main goal and a brand that ties it together is much more important. This unifying goal can help guide how a company conducts and presents itself across all channels. This unity helps build trust with potential and existing shoppers.
Branding is clearly a much more complicated and involved process than it was years ago. How are you ensuring that your dealership is branded consistently for maximum benefit?