One of the critical elements in Automotive Advertising is dealership identity. People continually ask about items they should do to maintain a good, clean and positive image of their dealership. A positive image is important – but name awareness and recognition is at the root of any marketing plan.
The other day a dealer asked me what I thought about the logo his dealership had been using.
We all know there are only two reasons someone would ask this question…
Reason #1: Looking for someone to say how great it looked, or
Reason #2: Looking for someone to say it needed some work.
After asking how many years and millions of advertising dollars had been spent using this logo, without question, I said it was time to make a change. The logo a dealership uses becomes the most recognized symbol for the dealership. Regardless of the brand – Toyota, Chevrolet, Ford, Honda, Nissan, etc. your name next to one of these symbols is very profound and important. If you don’t have a logo that looks great – and can be read at 55 miles per hour from 4 car lengths away, then you need to consider a change. It is never too late to adjust your logo to better show your identity.