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Vehicle livery is a ‘hotbed’ of brand corruption, says Mediafleet

Company vehicle branding is becoming ever-more important in the business battle but poor or corrupt livery can prove to be a huge cost to business.

Barnaby Smith, managing director, Mediafleet

Barnaby Smith, managing director, Mediafleet

So says Mediafleet as it warns that there are ‘golden rules’ to observe in ensuring fleet graphics are a brand and marketing winner.

Barnaby Smith, managing director of Mediafleet, which provides businesses with a one-stop design-to-fitment solution, said: “Unfortunately, driving across the UK, I note that company vehicle livery is a ‘hotbed’ of brand corruption. Vinyl graphics are frequently damaged and require replacement – too often returning a vehicle to the road in the shortest possible time after service, maintenance or repair comes at the expense of specialist livery repair/replacement. Fleet managers, under pressure to get a vehicle back on the road, ‘release’ it with graphics missing.

“Furthermore, poor vehicle branding design – a design may work effectively in 2D, but not in 3D taking account of vehicle curves and door openings – is also an issue. Vehicles are mobile billboards for companies but, in many cases, organisations underestimate the design and management of this media.

“The culmination of these shortcomings means businesses are losing money through poor vehicle branding and management. Lost business opportunities through brand corruption are a threat to company success and may well be draining profits.”

Smith added that for branding to work, the logo and other consumer-facing articles such as packaging, stationery and messaging style must all support the brand message the business is trying to deliver.

Subliminal messaging also plays an important part within the brand logo, according to Smith, who pointed to the Amazon logo as an example. The logo, which features an orange arrow connecting the ‘A’ and the ‘Z’, says the obvious – that Amazon will supply and deliver everything from ‘A’ to ‘Z’; but the orange arrow is also shaped like a smile, which subconsciously informs people that they will enjoy the Amazon experience.

Smith added: “Branding should generate a ‘warm feeling’ towards a company that will drive sales and revenue.”

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006.