Ask ten marketers to define ‘brand’ and you’re likely to end up with twenty definitions. To some, it might be as simple as a legal trademark. For others, however, the definition can run much deeper. Some consider a brand to be a logo, to others it’s a company’s personality. A brand to one person is all about the customer experience and to another it is relative to their competition.
It is often stated or implied that a brand is a promise—and, of course, it is. A simple definition that I have grown to like is by Colin Bates (BuildingBrands.com): "A brand is a collection of perceptions in the mind of the consumer." Lucky for us, today we have the Internet to help us create the perception we want in the mind of the consumer.
When it comes to online branding, there are several obvious areas of focus. Every dealer should have a Website that is well designed, easy to navigate, optimized for search engines, and relevant to shoppers’ needs.
There are also many less obvious—but nonetheless important—actions a dealer can take to enhance their brand online. Adding these five services to a site will help separate your brand from the competition:
•    Personal Web Page (PURL)—A PURL is a set of dealership-branded Web pages assigned to a specific customer after a vehicle has been purchased. The PURL is personalized and features the customer’s car, as well as the car’s service history, including certified services performed. It should be able to track multiple vehicles’ histories and include other useful tabs about the dealer relationship. Dealers can insert special offer announcements and coupons to encourage service or up-sale visits. This portal should also provide a tool that empowers consumers to manage their communication preferences—to let the dealership know the media through which they would like to receive communications.
•    Live Chat—Developing a positive brand is largely about the customer experience. One of the most engaging online tools at a dealer’s fingertips is “live chat.” Live chat is a process that converts the virtual experience of visiting a Website into a more realistic one. When done well, the result is similar to visiting a showroom, with people communicating in real time. For example, if a visitor pauses on a specific Web page, such as financing, a live chat pop-up manned by the dealer’s finance manager can offer assistance in filling out the credit application or by simply answering any related questions the site visitor may have.
•    Online Scheduler—Dealers should consider adding an online scheduling tool to their site, one that is both convenient and easy to use. At its most basic, a customer would visit the dealer’s Website and choose the type of service needed and their preferred date and time for the appointment. If their requested time is available, they would receive an appointment confirmation, as well as an automated reminder.
•    Online Follow-up—When an online prospect or customer submits a request for information, the dealer’s response should be professional, timely, and relevant—every time. Additionally, this follow-up message should be delivered automatically as a personalized response through whichever channel is most appropriate: voice, text, or email.
•    Email Marketing—To keep a brand visible and viable, it is important to maintain regular contact with customers and prospects. Dealers already using email for these communication efforts are in good company. Each day, nearly 1.5 billion email messages are sent in the United States; that is nearly three times the volume of mail delivered daily by the US Postal Service. Email marketing gives dealers a range of branding opportunities, from visually appealing messages to personalized offers. The key to this type of outreach is to have a plan that clearly treats each customer segment uniquely and offers content that is truly relevant.
Brand, according to Michael Eisner, is “the product of a thousand small gestures” and those gestures occur everywhere and every way you do business. To be sure, first impressions count, but it’s lasting impressions that keep your doors open; and a lasting impression is the result of a powerful brand, whether it’s demonstrated in your showroom or on your Website.
Ads may come and ads may go but your brand abides. Make the most of it.
Al Babbington is CEO of OneCommand, previously CallCommand. He can be reached by email at This e-mail address is being protected from spambots. You need JavaScript enabled to view it , call 877-999-9158, or visit www.OneCommand.com.