Your brand resides in the mind of the consumer. Many small businesses (quite a few larger ones too) believe that their brand is created primarily through advertising. If it were only so easy, brand essence lies has been and always will be determined by the customer.
During the past few weeks I’ve worked on sub-prime (for those with less than stellar credit) financing campaigns for two auto dealers in different areas of the country
One dealer didn’t want to be identified only by a special phone number. I visited his website and attempted to fill out a credit application but was unable to get beyond the page asking me what type of car and how much I wanted to finance. No matter what I tried (several attempts over a number of days) I couldn’t move to the next page.
Many people with bad credit who desperately need a car prefer to fill out paperwork first before they talk to anyone (hearing “no” grows tiresome).
The second dealer has an incredible finance director. He lives to overcome seemingly impossible odds and make the deal. He’s referred to by name in the ads. They dealer is adding a link on their finance application page (which works) so people can contact David directly. He’s a hero to his customers, a man passionate and proud of his ability. His personal mission is to put his customers in a car. He makes money too.
Which dealer has the chance for greatest success and create the strongest brand?