To Be or Not To Be Subtle

I was walking along the street the other day and a very smart van passed by me and I was struck by the livery. A gleaming paint job on the van, brown with a large gold triangle and the company name above the logo. Hmm, I thought, I wonder what they do?

I pondered for some moments but couldn't really come up with an answer. Yes this van made an impression on me and I was curious to know more, but what if the company had something that I wanted or needed and an opportunity for them to get my business had passed them by because the branding was way too subtle. I would have had to either take a photo of the name – not always possible – or try and remember the name when I got back to the office and Google them. As it turned out, later the very same day, I was driving to an appointment when, lo! and behold, self-same logo loomed up in front of me on a giant billboard at the entrance of a new housing development!

Of course the penny dropped then; the triangular logo was representing a house and the gold colour, I assume, representing quality builds. Bingo!

So, I wonder several days later, had this company done what it had set out to do?

As a marketeer and Big Cheese in The LG Group I can't help but observe when I am out and about – it's my business to know business.

I am often struck by how too much information is written on the side of a van or vehicle and by the time my eyes and brain have tried to process it, the moment has gone and information overload has actually wiped out all of it!

I know we have often spoke about branding and how using vehicles is a brilliant marketing ploy, but what is the secret to a great and lasting impression when you livery up your fleet or even just your one man van?

Does success depend on whether you want local, national or international appeal? For example: -

Coca Cola – Worldwide

Eddie Stobart – National

R.C. Spencer – Local

One thing all of these companies have in common is their name on their vehicles – simple and straight to the point.

At The Lead Generation Group we want you to simplify your brand but at the same time make a HUGE impact on your chosen customer base. Repeated and consistent marketing will allow you to make that impact.

When I recall the van and the name from earlier in the week it all makes sense – the logo in the shape of a simple house, the name containing the word "key" and the colours to represent quality and solidity. No other wording or telephone numbers; simply the name of the company above the logo.

Every business owner with vehicles in their fleet will have a difference of opinion when it comes to what should be written on said vehicles. What's yours?