Points to Consider When Fleet Branding
Whether you are a new business trying to establish your brand, or a successful company in expansion, we have put together a list of pointers to consider when deciding on branding your fleet of vehicles.
Carefully consider your sign writing company
You are giving your graphics supplier the responsibility of dressing your vehicle with your brand. As these get on the road they become a 24/7 moving billboard, seen by thousands of people every hour of the day representing your company and therefore must be a true representation of what you stand for (quality, creativity, reliability). Everyone from the designer, account managers to fitters must be qualified and professional. Industry and manufacturers accreditations can help you make an informed choice. Look out for 3M certifications as they are the industry leaders in terms of material technology, fitting standards and warranty levels.
Select a design / coverage that supports your corporate and strategic goals
Always be clear on what you are trying to achieve with the graphics: whether it is a simple logo for specialist trade companies that need to look professional but understated and do not want to be contacted by consumers (non-promotional purpose), or B2C vans that need to build local awareness and compete in an information-rich area where creative graphics and prominent contact details will be essential. Or perhaps you have a niche business that will benefit from using imagery to describe your offering. In any case, your sign writers should be asking relevant questions to determine what type of graphics will best suit your needs and advise accordingly.
Joyce Design employ dedicated account managers with extensive knowledge of fleet branding, marketing and vinyl fitting. A personable approach allows us to gain the necessary understanding of our clients’ business, together with technical knowledge in material and design to advise on how to achieve your strategic goals.
Basic design recommendations
To maximise visual impact, it is recommended to place your company logo on at least 2 sides and rear of the vehicle. Bonnet logo with web address above the windscreen are also favoured. A strong strapline describing your business is essential – shout out your USP. Snappy and concise. Remember that the vehicle is a moving billboard and your target audience has little time to take the information in. Place contact details in an uncrowded space, away from the muddy vehicle skirt – make your web address prominent.
Select a base colour for your vehicles that will work with your existing branding
This will give graphic designers more flexibility in terms of how much coverage is required to make the design work. Swage lines and deep recesses on the vehicle panels should also be considered as these may require a more specialist conformable material, which may affect fitting time involved and the overall cost.
Beware of false economies
Ensure you understand what materials will be used and what environment is required to complete the work to a high standard. Advanced vinyl technology means there is a correct vinyl for each application type; the quality of vinyl will also differ. Again, Joyce Design will always specify the best possible options. The fitting location can also be crucial: for example, a full wrap will require a temperature-controlled, clean and well-lit environment to ensure a flawless finish. Anything less could potentially lead to material failure and imperfections. So, check these elements with your prospect suppliers, as well as training schemes for fitters, public liability cover and warranties.
All these elements will ensure you get the best value for money and if you choose correctly, will make your fleet look professional from day 1 to the day the vehicles are returned/sold. If not, you may still spend a considerable amount of money and end up with graphics that peel off, bubble up or shatter and the graphics will be detrimental to your brand.
Enquire about an Accident Repair Management programme
Your vehicles are most likely to need replacement graphics at some point due to road collisions etc. It is important that your graphics supplier should keep parts inventories and be able to replace specific graphic panels within 2 or 3 days maximum to minimise vehicle down time.
At Joyce Design, we produce all the graphics in-house and use the latest HP Latex 570 printers: this assures colour consistency and a super quick turn-around, which are essential to back up our Accident Repair Management Programme.
Vehicle graphics aren’t just stickers. There is a lot more than cost to consider if you want durable, sharp-looking and relevant branding on your vehicles, such as:
- Diligent account managers to help generate a smooth ordering process.
- Specialist designers with a clear understanding of how 2D artwork works on 3D surfaces.
- Choice of materials to suit the purpose.
- Warranties to back up your purchase.
Your fleet is the one asset you have that works at advertising your company 24/7, and therefore deserves your full consideration to maximise its effectiveness.
Please contact me if you need any further advice.