The role of brand storytelling in car dealership marketing

by Jacob Solomon May 30, 2023 News
The role of brand storytelling in car dealership marketing

Do brand storytellers actually mean what they say? Brand storytellers use any marketing medium to create a story about your brand and dealership that evokes an emotional response from the viewer. We will show you how to use brand stories to connect with your customers on an emotional level.

The importance of a narrative 

One of the simplest ways to engage in brand story telling is to understand your customer's values and aspirations and find stories within your dealership, staff, and brand that are in line with those values. In order to create an emotional connection with your customer, you need to enable loyalty.

Emotions are unforgettable. A good story is more memorable than facts about a place. Customers have the option to go somewhere else.

How brand storytelling can benefit a car dealership 

Even in the face of competition, people who are emotionally connected to your dealership are more likely to come back. Customer retention for those connected to the brand can be increased by brand telling.

One example is BMW, which is one of the best known stories in the world. The vehicles themselves aren't the main point of the video stories that the car manufacturers have created.

New customers can be connected to your brand through brand telling. Lincoln had a big traffic increase after setting up an online concert with popular musicians to tell a story about the brand.

Brand storytellers can connect with their local community. Your ads and story will likely be seen in the local area. In order to tell your community's story, you need to tell it in a way that people love to hear.

How to get started on brand storytelling 

One of the first things you will want to do is evaluate your employees. Is your brand a part of the community? Do any of your employees have unique skills or lengths of service?

Some employees at the dealership that I used to work at went so far as to work there for 65 years or more. People who enjoy working at a place for a long time is a sure sign that things are going well. A book was published by the same dealership as they neared their 100th anniversary. You don't have to hire someone to write a book.

A marketing company will want to make the story engaging, believable, and trustworthy if they choose the right one. It is up to you to decide which story you want to tell.

Tips for car dealership storytelling 

There are a lot of reasons why car dealerships have a bad reputation. Having talks with long-time customers who are willing to describe their experience with a salesperson is one way to produce actionable content. The idea is to use those who enjoy your dealership and enjoy being on camera as an example for those who would be nervous approaching your doors.

Decide who will see your story and how. We suggest that you use different methods to get your story in front of new and existing customers.


If you want your customers to know more about your business, you need to tell a brand story. If you want to make an emotional connection with your customers, you have to figure out what will make them feel good about you. When choosing a story to tell, consider your dealership history, your community, and your people.