I hate buying cars. I do the research, decide the best model, and find the dealer with the best price. I have zero loyalty. The last car I bought changed that. They converted an extreme skeptic into a fan.
How to Build a WOW Brand in 3 Steps:
1. Brand Beyond your Stuff
Your stuff is what all your competitors do, just like you. It’s the commodity product or service. Many car dealers brand around stuff. They focus on selling the stuff, pricing the stuff, persuading about the stuff.
This WOW car dealer knows they can’t differentiate on stuff, but they can on customer experience. So they do, in a big way. They deliver superior Comfort, Convenience and Clarity. Their brand is beyond the stuff. That’s the WOW!
2. Act the Brand
Also, they don’t brag, they deliver. They took everything people hate about car dealers and said: “Let’s do the opposite!” It was a pleasantly different buying experience, from start to finish.
3. Do it Everywhere
The brand doesn’t stop after the sale. The mechanics and staff are supremely trained. The customer area looks like a hotel lobby: comfy seating, TV’s, computer stations, beverages and fresh flowers. The entire operation delivers the brand consistently, every time, everywhere.
Now What? Quality stuff is a given, now move beyond:
- Use feedback questions to find out what clients want most
- Identify 2 – 5 themes from the feedback (brand anchors – see “PS” below)
- Decide how to deliver in actions & experiences (and brand anchor words)
- Deliver those consistently, everywhere
PS: the brand anchors Comfort, Convenience and Clarity are not part of their marketing. Actually they’re marketing entirely misses what makes them stand out. Too bad! But that’s their problem, not yours.
Your ultimate win is when your clients feel WOW and can clearly & concretely share it, because you give them the words to advertise for you!