Auto Sales Professionals Don’t Need a Personal Logo

Building a book of business for auto sales professionals use to consist of taking great care of customers, staying in touch with them via calls and birthday cards, and working the network of friend and family members of those customers.   The Internet and technology has changed some, but not all of that.

Engagement today might mean all of the traditional ways to keep-in-touch but now we have added Facebook, LinkedIn, Twitter and other social channels. Costs for setting up a website have also dropped so more individual sales people are setting up personal websites to highlight their performance and get some additional leads each month.

Companies use logos or logotypes (just lettering) to build “branding” for their products and services. Think of the apple logo for Apple Computers, the Coca Cola swishy lettering on the Coke cans, or the famous rabbit head silhouette for Playboy magazine.   View other logos here:

Hire-Millenials-Hireology-Blog-PostAs a salesperson working at a dealership do you need a logo for your marketing materials? The answer can be gained by asking this question. Who spends more per month in marketing and advertising – you or the dealership where you work? I would have to say the dealership spends way more to build their brand and spends incredible amounts every month for advertising and other promotions.  Also you do not want to compete with the dealerships or the OEMs branding.  If you are using logos from your dealership or the OEM make sure your owner or manager is aware of your website and that it meets any required guidelines or regulations.

As a salesperson you are selling your dealership’s brand first and your personal skills and expertise second. Spending time, money and other resources on building a personal logo is simply an exercise in frustration. Often they are amateurish and/or un-professional looking and could actually do more damage than good.

Now does this mean you should NEVER have a logo?  Of course you can have a logo, just understand it is not necessary to have a logo.  If you have graphic design experience or have a family member or friend with “professional level experience” you certainly can entertain having them design a logo for you.   I also do not recommend posting your logo designs on Facebook or LinkedIn and asking your “friends” for their thoughts.   Would you see Steve Jobs posting potential logos online and asking folks for their thoughts?  No way.  It’s going to be your logo, so if you choose to use a logo or logotype, pick something you like.

ralphsellscarsHere are two examples of personal pages for auto sales professionals.  Neither uses a custom logo. Both just use a nice clean typeface for their “logotypes” and that works just fine.

You also want to have an easy to remember website name.  If your name is difficult to spell or you chose a long domain name, it will be challenging to promote that website.

Personal Website Alternative

If you don’t want to go to the trouble of building and hosting a website, sales professionals can create a free page on to highlight themselves and their dealership.  Using powerful reputation marketing techniques these pages can quickly validate a sales professional and set them apart from the competition.

Here is a sample page to see how one professional is promoting themselves using the Carfolks program.   To set up a free page on Carfolks just join here. Remember the value of a page on Carfolks is having customers post comments about their experience in order to generate more customers.  While the pages are free it’s a “use it or lose it” program.  If you are not having customers post comments then the page will be deleted as it provides no value to the vehicle shopping prospect or the sales professional.

You can also register a personal domain name ( and point it to any web location, even to your individual Carfolks page.