It is very easy to place a logo on a vehicle and then think “Done. We have maintained the integrity of the brand”, but while that is relevant, the trick is to be consistent in the message associated with the brand, versus an icon that is easy to replicate.
Outdoor advertising, of which vehicle graphics is a definite category, demands a bit more complexity. It is communicating a message to hundreds of thousands of road warriors, and if you haven’t built your brand with all the other media mechanisms (TV, radio, magazine, social media) you have to pack your entire punch on your fleet…or your work truck.
Consistency of message is critical when you have a multiple vehicle fleet.
The three areas to carefully consider are initial eye candy to attract attention, then a clear understanding of why the viewer should care and finally an easy way to connect with the potential vendor.
In this case different background colours are irrelevant to the brand. The colours add eye appeal. But the message is simple; there is a Chrysler dealer in Galt. This aimed at consumers and independent mechanics who need parts. This dealer has about 5 trucks in town and every one of them ties the same message as a foundation with overlying messages on the back where a driver has an opportunity to give the message some attention.
This dealership does a great job of consistently communicating that they are there for all the potential customers they pass each day. The consistent foundation, coupled with a few variety communication elements tells the people who see multiple versions, that they offer a range of services, including those they may not see referenced. All they know is what they have seen and each time they see a new one, they have a built-in expectation that they may see another. OK, let’s call that psychological babble, but our brains have some interesting habits that consistently get represented by us all. This dealership has enough trucks on the road in a relatively smaller population town where the odds of seeing this advertising mechanism is high.
Here are some other examples of the three key issues necessary to consistently manage your message. A powerful corporate brand, the dealership “personal” brand and a consistent mesage on the back of each vehicle offering the same reason to care.
and from a different industry
In conclusion, it really isn’t about a logo. It’s about what the brand actually means. Depending on your marketing budget, how you establish that meaning needs to be considered carefully to ensure people think what you want them to think every time they see a marketing piece used to communicate to them. We call that determining the strategic communication objective. Once that important consideration is established, determining the tactical executions is far more effective.
We help you express yourself. This link takes you to our website section on vehicle graphics Mobile Marketing
Happy business building!!