How to Get Auto Dealer Brand Standards Right
Brand standards dealerships must follow as part of manufacturer agreements, covering signage, showrooms and marketing.
Priya Raghunathan
At a glance
- Manufacturer standards cover signage, facilities and marketing
- Co-branding dealer and manufacturer identities appear together
- Local marketing dealers advertise locally under brand rules
- Compliance advertising rules apply to dealers directly
Why it matters
Why it matters: Dealers operate their own businesses under a manufacturer's brand, and standards keep the network consistent.
Best practice
- Follow manufacturer signage and facility standards
- Keep co-branding hierarchy consistent
- Use approved templates for local advertising
- Train staff on advertising rules
- Audit local materials periodically
Common pitfalls
Watch out for:
- Local ads that breach manufacturer standards
- Inconsistent logo lockups
- Unapproved claims in local advertising
- Signage that ignores brand specifications
When to call in a specialist
Bottom line Bring in help when dealer groups manage several brands.
Where this comes from
- Federal Trade Commission — Advertising FAQs: A guide for small business
- United States Patent and Trademark Office — Trademark basics
The figures and practices above come from the sources listed.
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