Tractor Supply continues to take over your branding. They recently sent out news announcing the company as the “Zero Turn HQ” now that Toro mowers are available, joining their lineup of Cub Cadet and Bad Boy Mowers.

The company has done an outstanding job of connecting with customers. As the saying goes, “If you can’t beat them, join them.” And by that, I mean that if you haven’t already, now is the perfect time to amplify your dealership’s branding.

You’ve long been the HQ for something in your market or you wouldn’t still be in business. Maybe it’s zero-turns, tractors or something besides equipment, like smart, friendly people. One of my favorite branding taglines (or jingles) is "Ace is the place with the helpful hardware folks,” which dates back to the 1970s.

There’s a whole science behind developing catch phrases that resonate with customers, but don’t let that stop you from developing something. Ask your employees for their suggestions. Or, develop a contest to gather ideas from your customers. This will help you see your dealership from the outside in. The messaging probably won’t be perfect at the start, but I think that’s OK. Try it out this season and, if it doesn’t work, continue fine-tuning it. Just find a way to grab what’s yours.

On a related thought, do you think Tractor Supply might buy the mower lines Briggs & Stratton is selling? If that happens, it would be hard to argue that they aren’t the Zero Turn HQ. Or, what manufacturer would you like to see acquire those mower lines? As always, I want to hear what you think. Post your comments below or write me,