Dealership Branding: Your Automotive Merchandising Guide

The basics of selling cars have never really changed – despite what countless publications might try to tell you. In the end, customers are going to give their business to the dealership that seems the most honest, trustworthy, upfront and reliable. Obviously, not all of these things are easy to control on a daily basis, but there are plenty of easy ways to build and enhance your dealership’s brand online. 

Establishing a strong brand is crucial for attracting and retaining customers. Effective automotive merchandising plays a pivotal role in shaping brand perception and driving sales. Let’s explore how dealerships like yours can leverage merchandising strategies, with a focus on professional photography, to elevate their brand and stand out from the competition.

Branding is more than just a logo or slogan; it’s the overall impression your dealership creates in the minds of consumers. In automotive merchandising, branding encompasses everything from the physical appearance of your lot to the online presentation of your inventory. Consistent branding reinforces your dealership’s identity and builds trust with potential buyers.

A strong brand communicates your dealership’s values, quality, and commitment to customer satisfaction. It differentiates you from competitors and creates a lasting impression. Effective merchandising aligns with your brand’s core values, ensuring that every customer interaction reinforces your brand message.

Since we know most car shoppers begin their journey online, a dealership’s online presence is often the first point of contact with potential customers. High-quality photography is essential for creating a positive brand perception. Consistent, professional images of your inventory convey attention to detail and a commitment to quality.

According to a study by the National Automobile Dealers Association (NADA), online shoppers spend an average of 7 hours researching vehicles before making a purchase. That’s a considerable amount of time, and it underscores the importance of visually compelling online listings; after all, nobody likes to spend a day looking at bad photos, wondering if they’re even photos of the real vehicle they’re going to test drive. Professional photography ensures that your vehicles are presented in the best possible light, enhancing your brand’s credibility and attracting more potential buyers.

At Redline, we’ve spent over 15 years helping dealerships understand and build brand consistency through quality automotive photography. Our team of experienced photographers adheres to strict quality standards, and follows a specific set of guidelines for every vehicle photo because without that, a dealership runs the risk of breaking their brand’s consistency and undoing what could be years of work. 

One of the things we’ve found to be the most critical element of vehicle photography is creating a consistent look, so that all of your images look as if they came from the same source. This is important when building a brand through your listings, because it gives a sense of reliability to your customers. 

People tend to make purchasing decisions in a visual way, and photos that follow this guideline help customers to see themselves in the driver’s seat of the cars they’re looking at. That’s a powerful moment, and one we believe helps drive increases in lot visits and sales from the moment a customer sees your inventory online. 

Effective automotive merchandising involves a multifaceted approach, encompassing both online and offline strategies. Here are some key elements to consider:

• Consistent Visuals: Maintain a consistent visual style across all marketing materials, including website, social media, and in-store displays.
• High-Quality Photography: Invest in professional photography to showcase your inventory and enhance your brand image.
• Customer Experience: Create a welcoming and engaging customer experience both online and in-store.
• Brand Messaging: Develop clear and consistent brand messaging that resonates with your target audience.
• Digital Presence: Optimize your online presence with high-quality content, including photos, videos, and virtual tours.

By implementing these strategies, dealerships can elevate their brand and create a competitive advantage in the automotive market.