Branding Lessons

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KEYWORDS Anna Zeck brand

For even the most cynical among us, the reality is, we’re all susceptible to marketing, in some form or another. Be it Starbucks, Apple, Amazon—there’s more than likely a brand of which you’re a diehard fan. One you’ve bought into so much to where, when they release a product, you just have to have it.

For me, that brand is Oprah. I’ll pretty much do whatever Oprah tells me to do. I’ve purchased her favorite things, I’ve read her book club picks, I’ve followed her mentors, I listen to her podcast every week.

I know, I know—stay with me here. It’s not that I think Oprah is all-knowing; it’s just that, quite simply, I’ve bought into what she stands for. By reiterating that over 25 seasons of her namesake talk show, she not only created an extremely recognizable personal brand, she also created a legion of loyal followers alongside it.

Establishing your values, staying in front of customers, presenting an enticing offer, remaining consistent—really, it’s not all that different from what the dealerships in this month’s feature package, “Brand Recognition”, have done. Regardless of industry or product, all brands are trying to accomplish one foundational goal: Create a unique identity to which customers can’t help but stay loyal.

Is that cup of Starbucks coffee really that much better? Is your Apple iPhone really that much more user friendly? Is following Tom Brady’s diet and exercise regimen really going to turn you into an all-star athlete? Let’s face it—probably not, but there’s a reason we, as consumers, stay loyal nonetheless, and it comes down to branding.

In today’s competitive market, there’s no reason why your dealership’s service, parts or collision repair segments shouldn’t have a similar following. And, as associate editor Tess Collins’ feature explains, creating a stand-out, consistent brand is entirely within reach. It simply requires identifying your unique selling proposition, and capitalizing on that.

Jeff Bezos, the founder and CEO of Amazon, defines a brand as, “what other people say about you when you’re not in the room.” As we enter this new year, ask yourself: What are your customers saying about you?

Anna Zeck

Editorial Director



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