It's an exciting day today when we can reveal the first details regarding what November's Service Dealer Conference has in store for our dealer delegates.

The organising team have confirmed that branding expert, Daryl Fielding, will be delivering the keynote address as part of our Taking Care Of Business theme. Daryl is at the top of her game, having been the brand director for Vodaphone UK and working for such high profile names as Ford and Cadbury. In her time she has also gone from organising New Labour’s advertising communications in the 1997 election to devising the famous Dove ‘Campaign for Real Beauty’. So it's fair to say she knows her stuff!

She will be speaking on the subject of company branding and will no doubt be drawing parallels of how her experiences in the corporate world can relate to independent dealers of outdoor powered machinery. As Service Dealer owner, Duncan Murray-Clarke, explains today, "Daryl brings a wealth of brand experience at the highest level with a message relevant to all. She will explain how a brand is now far more than just look, feel and messaging”.  

I personally think that Daryl is an inspired booking for our current industry climate. It seems more important than ever that dealers are arming themselves with the top-level, up-to-date information to help distinguish and make themselves stand out in a crowded marketplace.

Whenever I speak to dealers about this subject of branding, I often hear how yes, it's of course important that they present the quality manufacturers that they partner with in a positive manner in store. However, of a higher priority, is that fact that it's their name above the door.

Getting that name known locally and then making the community aware of what it stands for and represents, is always going to be one of the most crucial elements of running a successful dealership.

I'm no expert, but doing a bit of reading around the subject, there are clearly some vital areas that branding can help with for a independent dealer. It sets them apart from the competition, fosters trust and loyalty, supports effective marketing efforts, enhances perceived value, and provides stability in the face of market changes. By spending time cultivating their brand identity, dealers can position themselves for long-term success and create a lasting impact on their local market.

So a trip to the Conference this year to hear Daryl's presentation should result in our dealer delegates taking home some nuggets of absolute gold that can then be put into practice back at their businesses.

And the organising team are not done yet. There are further announcements to be made of more expert speakers and confirmations of what topical subjects the ever-popular breakout sessions will be covering this time around.

Also not forgetting, all the information you will need to enter your company in the prestigious 2023 Dealer Of The Year competition will be on its way shortly.

So do keep your eyes on this Weekly Update, the magazine and our social channels to keep up to date with all the announcements. 

There might have been some negativity in the industry discourse just lately, but there's plenty of positivity to look forward to with the Conference & Awards this year.