A few weeks ago, we discussed how your brand is more than the sum of your tagline, logo and name. Rather, it’s a promise that you deliver to individuals every time they interact with your company. And that promise begins and ends in one place — your people.

Even in an automated and digital world, people do business with people — it’s there that we begin to judge the organizations we dealing with. So, if you’re positioning your dealership as “the customer-friendly alternative to the big boys” then your people best live every aspect of that. If your brand promise is “the lowest price, no exceptions,” then how your people act and make decisions should change to reflect that.

In short, if your people can’t live your brand, then it doesn’t matter what your logo looks like or your tagline says.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC