Take a Lesson from Lexus to Create Raving Fans

I’m sitting in a Lexus dealership and tapping into their wireless connection as my husband exchanges his GX for a hybrid. I can’t help but notice how this company lives and breathes its brand from the moment you walk through the door to sales and service to print materials and website (http://www.lexusofwayzata.com/en_US).

When I ask my husband why he’s leasing another Lexus, he says simply, “It’s the most dependable car on the market, needs little service and meets my business needs.”

Yep, he’s a brand loyalist, something every business strives to create. As a physician (http://www.drhamp.com), he counts on his vehicle for much more than transportation. Each week he travels to a satellite clinic with 3 nurses, an audiologist and lots of equipment. His vehicle is an extension of the office.

I’ve heard the story of how Lexus developed their brand identity in the luxury auto market. They didn’t compare their vehicles to others in the industry. Instead they looked to Steinway. It’s a brilliant strategy. What do you think of when you think of Steinway pianos?

Superior quality; the best on the market; dependability; the cream of the crop.

Too often small business owners don't understand what branding is, don't understand what their brand is, or don't think they need a brand. They jump into marketing and spin their wheels because they don’t have the brand foundation that drives their marketing action. Some get stuck for YEARS.

The truth is, a solid brand will simplify and guide your marketing efforts for years to come. We can all learn a lesson from the Lexus branding strategy. Know what sets you apart. Look to other industries for a fresh take. Then create, live, communicate, and manage your brand.

Don’t know how to define your brand? We'll show you how, step by step, at
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