Your business is considering a fleet rebrand. It may be due to a merger or acquisition; your fleet may no longer match your product or service, or it may be in support of a marketing campaign. Regardless, it’s best to look before you leap. Because that leap could be a long dive from a short pier. Here’s what you need to do before you rebrand the fleet.
It’s not a flip of a coin
Is a rebrand needed? If, as I mentioned above, you’re in the midst of a merger, new products, or marketing campaign it may be necessary to rebrand, but that’s not always the case. A merger may not require rebranding when both companies are able to stand alone. New products may fit in the general brand umbrella, and most marketing campaigns shouldn’t impact fleet branding. However, when the company is in a rebrand with new logos and name changes, fleet rebranding may be required.
All Aboard! Just like the conductor making certain everyone is on the train you need to be sure your entire team is onboard with the fleet rebrand. Hours of work and lots of dollars can be wasted on designs that don’t meet the expectations of staff members that weren’t consulted. The C staff may have little to do with the fleet, but if they’re not on board from the start they can sink your ship.
Keep your customers in the know. If the rebrand is radical, you may need to advertise in print, on your website, and maybe even on TV to make the public aware of your new brand. There’s nothing worse than a 53-foot rolling billboard being ignored by passersby because they expect to see the old brand. Last week a company I follow on Twitter changed their icon. I didn’t recognize it. I wondered what happened to them. It wasn’t until they changed back to the old brand that I realized what had happened.
Providers prevail…or fail. Hiring an experienced professional provider can make a fleet rebrand an enjoyable experience. Hiring less can be a nightmare. Believe me; we’ve seen what can happen. Experienced providers assist you with design, logistics, material management, installers, and answer all of your questions—before you ask. Rebranding 4,000 Vehicles Nationwide
Stand by your rebrand
If it’s time to rebrand, if you’ve considered all of the consequences and found a provider you believe in and trust, then a fleet rebrand can be an enjoyable experience. It can introduce you to new potential customers and put your organization on an entirely new track.
If you’d like to learn more, contact us. We’ve being helping companies with fleet rebrands for more than 30 years. We’re not “brand” new at this. If you’d like to learn more about fleet graphics download our free guide. The Fleet Managers Guide to Fleet Graphics.