What is branding? More importantly, what does branding mean to an independent garage today? Is it really important? Allow me to share my ideas. The most significant part is the holistic, allencompassing, total branding that we need to do. This is to establish our differences and to build relationships for sales, both to customers and even more important, to our staff and future staff. This, I think, is the bit that makes you scratch your head. Allow me to help clear that fog. I like to think of it like this; Branding is like a promise a business makes to everyone. Conversely, we all know what happens when we break a promise. Get branding right and you have trust. Get it wrong, and you will have anger and feelings of being let down and possibly tricked. Therefore, branding is, in my view, knowing, understanding and getting what you expected when you visit a place. Considering the likelihood that you will have been Googled before people visit, potential customers will already have their own preconceptions of you and your workshop, then you need branding to be right. Garages are no different to any other business. Reflection Where do you start with this branding malarkey? Well, in an independent garage, it starts with the owner. Branding after all is a highly personal affair and will be different for us all. It will reflect your views, thoughts and possibly your desires. Whatever these are, that’s fine, but the key is that they must match across all your business, and all parts of you as a person. In your owner-run business, when you grow, this then needs to also be reflected by your team. It’s all matchy-matchy with branding; Think blue denim jacket and blue jeans – this is a perfect combination in the branding world! Probably less so in fashion terms, but this isn’t Vogue, it’s Aftermarket. 14 AFTERMARKET SEPTEMBER 2023 BUSINESS www.aftermarketonline.net WHAT IS BRANDING? Rebecca is thinking about branding, what it means for a garage business and how you could be using it most effectively BY Rebecca Pullan, Carmaster Garage
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