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: http://bit.ly/1hfQN3t
As 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.
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.