An Ode to Branding

Marketing teams are often viewed like the right side of this image.

Creative. Colorful. Qualitative.

Brands that truly know who they are - and can communicate it - harness these traits to connect with their audience in an emotional way, subconsciously instilling value and trust for their products. With so many options to choose from, brands - and the experience they provide - is what drives loyalty, growth, and advocation.

Before consumers had a multitude of choices, marketers could get by with distinguishing their product using facts -- our brand has 50% less sugar, helps you sell 75% more units, makes you 100% faster. But as consumers became more savvy, they realized numbers can be manipulated and their loyalty came at a higher cost. Now - they want brands that are not only superior, but also understand their perspective. 

Powerful brands - like Yeti - have done such a great job tapping into the experience of their consumer that people follow along with them solely because of the story they tell. They have a great product - but spend more time focusing on lifestyle and emotion-invoking imagery than they do truly pushing their product. And even if the majority of their 1.1 million Instagram followers haven’t purchased a cooler - they might - and either way, they provide invaluable organic marketing and brand awareness for Yeti.

So how do you get some of that for your dealership?
Thankfully, motorcycling is a passion-based industries. You don’t have to convince your followers - like toilet paper or detergent brands - to be excited about what you have to offer. They’re going to be passionate whether you’re involved or not. So their loyalty is yours for the taking. 

The more you get to know your consumers - the more likely you are to develop campaigns that resonate long beyond buying and selling -- keeping them coming back to you no matter where they are in the lifecycle or what their needs are.

Branding is certainly not only for big, national brands. Some of the most successful brands are small, local organizations that are rallying a geo-targeted audience for support. So all the same things you see these brands trying - you should consider too. 

Remember - buyers are looking for something to follow along with, so push yourself to use imagery beyond the literal - showing your buyers more than just what’s for sale. Include images of units being used, pictures without units at all - focusing more on the lifecycle - or giving consumers an inside peek at your dealership and all the goofiness and work that happens there. Give them something to connect with. Something that resonates with them and makes them want to follow along. Mimicry is the sincerest form of flattery - so encourage check out other companies - in your area and nationwide, in your industry and outside - to see what’s working for other businesses and then adapt that strategy for yourself.

Brands have staying power. It’s why they are so important. There will always be someone else who comes along that can do what you do - but it’s the brand, and the emotional connection you’re working to develop with your followers, that is designed to withstand the competition. The stronger you make your brand - the stronger you are.