Featured Client
The CAR Group, which stands for the Conant Auto Retail Group, is the parent company of Norm Reeves Superstores.
The Challenge
The CAR Group didn’t have any consumer-facing messaging, and not all their rooftops embodied the Norm Reeves brand messaging.
Solution
We renamed all their dealerships under the Norm Reeves umbrella, including dealerships in Southern California, Florida, and Texas markets to create a consistent brand that emphasized their unique selling propositions (USPs) and resonated with consumers.
Our Conclusion
We used the cohesive Norm Reeves Honda Superstore’s brand messaging that made it the #1 Honda dealer in the world and capitalized on The CAR Group’s USPs across all their
rooftop dealerships.
The Power of Consistent Brand Messaging
USPs lie at the heart of a cohesive brand because they set businesses apart from the
competition. They dictate value and show customers what experience they can expect.
Emphasizing USPs
Norm Reeves already had several USPs that customers had been responding well to for years. We took this information about the brand into consideration, and instead of fixing
something that didn’t need fixing, we scaled and tweaked the message to create more of a cohesive entity.
Following the 3 “C’s” of Branding
To accomplish this, we followed the three “C’s” of branding: consistency, commitment, and credibility. We looked at what customers associated with the Norm Reeves brand, including their brand pillars and USPs:
These concise phrases lay the foundation for their brand. They tell a consistent story that sticks in their customers’ minds. Over time, this has increased credibility and trust with their customers.
Rather than diluting Norm Reeves Honda Superstore’s brand, we expanded it. Now, car buyers can get the same Super experience and benefits made famous by this rooftop from an extensive lineup of manufacturers that attract and meet the needs of a wide consumer base.
Applying Consistent Logos & Language
Since the Norm Reeves Honda Superstore already had a consistent logo, we applied that same styling and language across all the rooftops. For manufacturers with specific compliance guidelines, we integrated the Norm Reeves name, while maintaining the integrity of the logo and language as much as possible.
Updating Brand Guidelines
We took all the great attributes that led to Norm Reeves Honda Superstore’s success, making it an industry leader by giving it a modern twist centered around consistent messaging. By updating the brand guidelines accordingly and creating an annual marketing plan, we enabled each dealership rooftop to easily follow the same, successful messaging.
Stream Scaled the Success of the Norm Reeves Honda Superstore Brand
At Stream, we understand the power of a consistent brand and how to leverage it to maximize results for our clients. Throughout our long-standing relationship with The CAR Group, we have helped them expand the Norm Reeves brand, reaching more customers with messaging about their USPs and the value they bring to the car-buying experience.
Scale What Works with Consistent Brand Messaging
By aligning rooftops under one unified identity, Norm Reeves transformed from a collection of stores into a powerful, recognizable brand. Stream Companies helped amplify their proven USPs across multiple markets, building trust, clarity, and long-term brand equity.
Let’s Strengthen Your Brand and Expand Your Reach.
Connect With Us Today