In this episode of the LIFT Your Shop Podcast, we had the pleasure of exploring the realms of storytelling and branding in the auto service industry with our guest, Bryce Evans from Auto Service Leader. Bryce, with his rich background in journalism and a deep passion for the automotive world, sheds light on how narrative can be a game-changer in business.

Journey from Journalism to Auto Service Innovator: Bryce’s transition from a journalist covering sports to an innovator in the auto service industry is a testament to the power of following one’s passion. With an early career in newspapers, including a significant tenure at the Minneapolis Star Tribune, Bryce found his calling in creating impactful stories. His move towards the auto service industry was driven by a need for change and a desire to make a difference. He narrates, “I needed to create work that I felt could have an impact and make a bigger difference.”

The Start of Auto Service Leader: Auto Service Leader was born out of Bryce’s vision to transform how the auto service industry communicates and educates. This platform, a departure from traditional advertising-based media models, focuses on audience-first content. It offers a mix of print and digital media, aiming to provide high-quality, actionable content for its readers. Bryce explains, “Traditional publishing focuses a lot on advertising… But at the end of the day, when everything is based on advertising, you aren’t putting your customer, which is your audience, first.”

Emphasizing the Importance of Storytelling: Bryce passionately advocates for the importance of storytelling in connecting with customers. He advises auto shops to move beyond mere service listings to sharing their unique stories. “Stories help people to better understand each other. It creates the empathy you need to find solutions,” Bryce states, highlighting how narrative can bridge the gap between businesses and consumers.

Key Strategies for Auto Shops: Bryce offers actionable strategies for auto shops looking to leverage storytelling:

• Discover Your Unique Story: Understand what sets your business apart and be clear about your brand’s mission and values.
• Be the Guide, Not the Hero: Adopt the mindset of being a guide to your customers, helping them achieve their goals, rather than positioning your business as the hero of the story.
• Show Authenticity: Be genuine in your storytelling. Showcase real aspects of your business and community involvement.
• Utilize Digital Platforms Effectively: Emphasize your brand story on your website and social media to create a consistent and engaging online presence.

Challenges and Opportunities in Storytelling: Bryce acknowledges the challenges businesses face in crafting and sharing their stories. He emphasizes the need for authenticity and connecting with the audience on a human level. He shares, “It’s not about being the person at the forefront posting funny TikTok videos… It’s about being consistent with who you are as a company.”

Conclusion: Bryce Evans’ insights offer a fresh perspective on the role of narrative in the auto service industry. His emphasis on storytelling, authenticity, and audience engagement provides a roadmap for businesses to connect more deeply with their customers. As we conclude this insightful conversation, it’s clear that embracing your unique story and sharing it effectively can set any auto service business apart in a crowded market.