Podcast

#499: How to Create an Enduring Business Based on Your Timeless Brand Story

André-Martin Hobbs became one of the fastest-growing auto dealerships in Canada precisely because he dialed in his brand story back in 2017.

His Quebec-based auto group is Prêt Auto Partez, which means “Auto, Loan, Go” in English.

Their singular focus is to help Canadians repair their credit by purchasing a car they can afford without missing a monthly payment. In two years, their credit will be repaired.

The tagline/unique value proposition that we created using our Story Cycle System™ is…

Your vehicle to financial freedom.

But it opened up a can of worms, and by worms I mean competitors.

Other dealers recognized the power of André’s business model and have tried to copy it.

But to little success.

The reason, as he explains in this episode, is that competitors give lip service to helping people repair their credit.

“They don’t live it,” he said.

Prêt Auto Partez is the dominant category market leader because its brand narrative captures the vision, mission, and honest outcomes that the brand stands for.

Their brand position, “Your vehicle to financial freedom” has led to business extensions including an AI-driven platform that immediately identifies banks that will provide financing for their credit-strapped buyers.

Customers take five minutes to fill out an online form and in five seconds they have financial institutions competing for their car loan.

They even reframed how buyers see them themselves.

The industry calls them “non-prime” buyers, which is demeaning.

André and his colleagues elevate them to “pre-prime” buyers because that is exactly what they are when they work with Prêt Auto Partez to repair their credit.

André said that their brand story defined their business model. They have all of their employees and new hires read their brand narrative and embrace it before they can interface with a customer.

They have opened four stores and are building a fifth to handle the flow of car buyers who want financial freedom.

Auto, Loan, Go!

What’s In It For You:

Proof a clear brand identity will drive business growth.
The importance of remaining committed and consistent with your brand story if it’s working for you.
Success metrics should focus on customer outcomes, not just sales.
How a compelling brand identity attracts and fends off competitors.
Why it might be important to reframe how your customers think of themselves.
The journey of building a brand requires dedication and adaptation.