Fix Auto - Index

Fix Auto - Magazine02-en - Index

tHe brAndIng
pArA
do
Consumers get it. Why don’t we?
the body shop world suffers from
a branding paradox: Consumers look
for a name they can trust, yet some
body shop owners are reluctant to
switch to a new network identity.
Still, most of our members are quick
to understand the power of numbers
and have no hesitation about
adopting a strong and reputable
brand like Fix Auto.
However, convincing others of the power of a
brand is a harder sell. This is a normal reaction,
but one that has no basis in mass communication.
It’s easy enough to prove through
experience. Stand on a corner three blocks
from your business and ask 100 people to
name a good body shop. You’ll find your
shop’s radius of influence is pretty limited.
Numerous studies have shown that consumers
exhibit strong brand reflexes mainly
because they’re looking for a name they can
trust. Take claims, for example. An insurance
company’s claims carry a lot more weight
than yours, because the company has brand
awareness on its side, as any of our members
who have made the switch will tell you.
Find out for yourself at
www.fixauto.com
MARK MAGAZINE || 15