Not long ago I made an appointment with a home repair service. When the employee arrived, he was in a blue car with a small door decal sharing the name of the business. It would have been difficult, if not impossible, to read when the car was moving. It wasn’t a good example of well branded vehicle graphics.
The service person inspected our concern, and then explained that what my home needed was beyond his expertise and if I were interested he’d send a more experienced teammate. I agreed, and he made a call.
Wait, Is this the Same Company?
Two days later when the second person arrived, he was in a white pick-up truck. The truck had a partial wrap. It wasn’t the greatest, but the name of the business and contact information was legible.
Curious, I went to the company’s website. On their landing page, I found a decent logo, branded colors, tagline, and a call to action. From there I viewed the organizations Facebook page. Scrolling through photos, I found other company vehicles that didn’t match either of the two I had seen.
What I saw was the lack of a marketing plan for the businesses fleet vehicle. They were all over the map, but how does this happen?
There was no overall plan to unify branding that included fleet vehicles
A company should be recognizable everywhere – website, signage, product, advertising, and vehicle graphics should all share the brand.
Vehicle graphics completed at different times
Vehicle graphics should match from one year to the next, or if there is to be a rebrand, then all vehicles need to be rebranded. And not only fleet graphics created at different times, but by different providers, new graphic designers, fleet managers, and marketing personnel, all need to be coordinated to fit the brand. Everyone needs to be on the same page.
Multiple types of vehicles
A company may have every type of vehicle from 53-foot trailers to economy cars. Granted, graphics aren’t going to look the same on every vehicle, but they can be designed for brand recognition by using a brand guide.
A brand guide should coordinate typography, color palette, logo, and imagery so that anywhere it’s seen, its recognizable as the brand.
What Impression Do Your Fleet Vehicles Make?
By not unifying their vehicle graphics the home repair company missed a golden opportunity to sell their brand. Not only that, but the lack of brand unification didn’t inspire confidence. At least for me, it made the company look sketchy, even fly-by-night. I didn’t use them; I had lost faith in their professionalism.
It might only be me, because I’m in the vehicle graphics business, but I don’t think so. A professional looking fleet that shares the same message and story inspires confidence.
What do consumers think when they see your fleet? Do your fleet graphics inspire confidence or create doubt in prospects minds? If you’d like to learn more about building your brand through fleet graphics, Contact Us.