Branding Creativity: The Difference Between Bland & Memorable

You’ve probably heard the saying: “It’s not what you say, it’s how you say it.” That couldn’t be truer in marketing. For a business systems dealership, it’s not enough to simply run an ad, print a flyer, or post on LinkedIn. The way you position your brand and the creativity behind your message will determine whether prospects pay attention—or tune you out.

Many dealership owners undervalue this side of marketing, thinking: “As long as we tell people what we sell, that’s enough.” But here’s the problem: buyers don’t respond to technical lists of copiers, scanners, and VoIP systems. They respond to stories, benefits, and messages that feel relevant to them.

Let’s break down why branding creativity and positioning matter—and highlight some common mistakes dealerships make with their promotional copy.

The Power of Positioning

Positioning is how you stake your claim in the marketplace. It’s about answering one question clearly: Why should a business choose you over someone else?

• If your message is generic—“We sell office technology”—you’re lost in a sea of sameness.

• If your message is specific—“We help small businesses work smarter with secure, seamless office systems”—you start carving out a recognizable identity.

Strong positioning separates you from competitors and puts your value front and center.

So How Do You Express Yourself?

Branding creativity is how you express your positioning. It’s the visuals, the tone of voice, and the emotional spark in your messaging. Without creativity, even a good value proposition falls flat. Prospects are bombarded by marketing every day. If your copy and ads look and sound like everyone else’s, your dealership blends into the background. Creative branding doesn’t mean being flashy—it means presenting your dealership’s strengths in a way that is clear, memorable, and relevant to your buyers.

Wrong. Right.

Mistake 1: Talking features instead of benefits

❌ “We sell printers, copiers, scanners, and VoIP solutions.”

✅ “We help businesses save time and money by making office technology simpler, faster, and more reliable.”

Mistake 2: Using jargon your customer doesn’t understand

❌ “Our MFPs feature 45 ppm throughput and cloud-native integration with proprietary secure print protocols.”

✅ “Print, scan, and share documents securely—from the office or on the go.”

Mistake 3: Sounding like everyone else

❌ “We offer great service at competitive prices.” (Yawn).

✅ “We never relax security in exchange for convenience—because your business deserves both.”

Mistake 4: Forgetting emotion

❌ “We provide reliable technology solutions.”

✅ “Imagine never having to worry about a printer breaking down during your most important client meeting—that’s the peace of mind we deliver.”

Before-and-After Ad Examples

Here are some real-world style examples of how positioning and branding creativity change the game when you stop to think from the prospect's perspective.

Example 1: Flyer Headline

❌ “Buy a New Copier Today!”

✅ “Turn Office Frustration Into Office Productivity—Discover Copiers That Work as Hard as You Do.”

Example 2: Digital Ad

❌ “We Sell VoIP Phone Systems.”

✅ “Your Customers Should Always Hear You Clearly—Reliable Phone Solutions That Keep Business Flowing.”

Example 3: LinkedIn Post

❌ “We offer printers, copiers, and IT support. Contact us today.”

✅ “Every wasted minute with broken technology costs your team money. We keep your systems running, so your business never skips a beat.”

Example 4: Website Banner

❌ “Welcome to ABC Dealership. We’ve Been in Business Since 1995.”

✅ “Smart. Secure. Seamless. Office Technology That Helps You Win Every Day.”

And Now, a Quick Self-Check: Is Your Branding Weak?

Ask yourself these three questions about your dealership’s current marketing:

1. Does our copy sound like it could belong to any of our competitors?(If yes, your positioning isn’t distinct enough.)

2. Would a prospect immediately understand what problem we solve for them?(If no, you’re still talking features instead of benefits.)

3. Does our message make an emotional connection—or does it read like technical specs?(If it’s the latter, you’re missing the human side of your buyer’s decision-making.)

If you answered “yes” or “no” in the wrong places, it’s time to rethink how you’re positioning your dealership and presenting your brand.

The Takeaway

Positioning and creativity are not fluff—they’re the difference between marketing that gets ignored and marketing that gets results. Every ad, every email, every sales sheet is an opportunity to make your dealership’s story clear, appealing, and memorable. Because at the end of the day, your dealership doesn’t just sell technology, right? You sell trust, productivity, and peace of mind. That’s the story your prospects want to hear, and we'd like to help you get your story straight!

Reach Tim Votapka, VP and Director of Marketing at 631.382.7762 X 102 or by email at tvotapka@prosperityplus.com