---
title: Branding, the Denny Crane Way
description: Branding is not what you say you are.  Branding your car dealership or small business is the feeling your customers have when they see or hear about you.
image: https://www.dealercreative.com/hubfs/Denny%20Crane.jpg
---

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# Branding, the Denny Crane Way

## Branding, the Denny Crane Way

[![Branding, the Denny Crane Way](https://www.dealercreative.com/hubfs/Denny%20Crane.jpg) ](https://www.dealercreative.com/hubfs/Denny%20Crane.jpg)

From 2004-2010, one of the most popular TV shows was Boston Legal.  Denny Crane, played by William Shatner, was a 70-something, very accomplished lawyer.  And he knew it.

![Denny Crane](https://www.dealercreative.com/hs-fs/hubfs/Denny%20Crane.jpg?width=617&name=Denny%20Crane.jpg)

He had so much confidence in himself that the mere mention of his name would strike fear into any opponent he'd face in the courtroom.  His name stood for something and everybody knew it.

In fact, if a colleague asked him, "how are you going to win this case," he'd stop, pause for a moment, and simply say, "Denny Crane."

![Denny Crane pointing](https://www.dealercreative.com/hs-fs/hubfs/Denny%20Crane%20pointing.jpg?width=600&name=Denny%20Crane%20pointing.jpg)

It was success.  It was expertise.  And it was a knowing (without having to list out all of his qualities and accolades) that he was the absolute best.  Granted, he was quite arrogant, but the point is that when people heard the name Denny Crane, they thought “the best lawyer.”

So are you building a Denny Crane brand, where your name stands for something [without you having to explain why you're the best](https://www.dealercreative.com/blog/trust-value-emotional-buyer)?  That's branding, the Denny Crane way.

Lock and load!

![Denny Crane-lock and load](https://www.dealercreative.com/hs-fs/hubfs/Denny%20Crane-lock%20and%20load.jpg?width=472&name=Denny%20Crane-lock%20and%20load.jpg)

By [Jeff Hayes](https://www.dealercreative.com/blog/author/jeff-hayes) |  June 8th, 2019 | [Branding](https://www.dealercreative.com/blog/tag/branding-2) |

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