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THE BRANDING ISSUE
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GETTING IT RIGHT ON THE ROAD
YOUR WORK VEHICLES ARE ESSENTIAL PIECES OF KIT – GET IT RIGHT AND YOU ’ RE ONTO A WINNER . GET IT WRONG , HOWEVER , AND YOU CAN BECOME A LAUGHING STOCK AROUND TOWN .
CHOOSE THE RIGHT VEHICLE
Your vehicle is a four-wheeled reflection of your business . ( Or three wheeled if you remember Del Boy ’ s transport in the classic Only Fools and Horses .) And whether you like it or not , your vehicle will reflect your brand and your approach to work . Customers want their tradies to be reliable , smart and do a good job . They expect you to be detail focused and do quality work . What does a 20-year-old unkempt rust bucket with its exhaust falling off really say about your business ?
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LESS IS MORE
It ’ s always tempting to cram as much information on any surface you can get your hands on – why waste the opportunity , right ? – but generally in any advertising less is more . And that ’ s particularly true when it comes to your vehicle . You want people you drive past to recognise your branding , remember your name and understand what you do . So keep it simple – name , website and phone numbers are a must . On the back doors , list your services as well . If someone ’ s stuck behind you in traffic you want them to get the full picture .
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REMEMBER YOUR BRAND STYLE
Sometimes , people forget their brand style when it comes to vehicles . And that ’ s a huge mistake . If your branding is blue and yellow and you ’ re driving around in a red ute , it simply doesn ’ t make sense . The colour of your vehicle needs to be onbrand as well as everything else . Remember , that includes fonts , too .
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CHECK WHERE THE DOORS OPEN
The internet is full of images that show this one off to its full potential ( Google ‘ vehicle advertising fails ’ if you have a spare five minutes ), but the principle is simple : make sure that when your slogan-emblazoned doors open it doesn ’ t create an altogether different message . For example , a Starbucks van door opened up to perfectly truncate the brand to ‘ Sucks ’, Manhattan Hot Dogs turned into Man Hogs , while the door of ‘ Mitchell ’ s Wholesale Provedores ’ slid open to hide most of the second word and the first six letters of the third , attracting a different clientele altogether .
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Mitchell Whores
– Fruit markets – Supermarkets – Restaurants – Hotels , clubs , etc .
TIME TO GO ELECTRIC ?
With the electric car revolution ( slowly ) gathering pace here , why not lead by example ? An electric car is the perfect advertisement for an electrical contractor , so next time you ’ re investing in wheels , think
Mitchell Whores about going green . n
DON ’ T BE A JERK !
Yes , it ’ s a rule to live by generally , but particularly when you – or your colleagues – are driving around in your branded van . If you ’ re speeding , tailgating someone , failing to give way or even parking badly , it ’ s going to be noticed . And people will be instantly put off working with you . If you ’ re in a work vehicle you ’ re representing the business 24 / 7 .
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