March 24, 2015

The impact greener fleet vehicles has on your visual identity

How can going green impact your visual identity? I continually monitor trends in fleet vehicles and applaud the movement to make vehicles greener, regardless of whether the vehicles are more compact, lighter in weight, more fuel-efficient, or use alternative fuels.

I know this trend effects our clients’ visual identity, since the new makes and models are different shapes and sizes than the old fleet vehicles. This trend especially impacts our clients in telecommunications, satellite, cable, energy and utilities, because they have huge fleets featuring their visual identity.

When you introduce new energy-efficient vehicles into your fleet, the old vehicle graphics may no longer work. That’s the main reason we find ourselves working with our clients early in their vehicle purchasing process – to see how a new body style will impact the visual identity and make sure the appropriate adjustments are made so it looks just as good on the new vehicles as it does on the rest.

Trying to make sure vehicles remain brand compliant is an ongoing challenge, which is why so many of our clients use our Automation portal. In addition to cataloging information about current vehicles during a branding project, the process of ordering the correct visual identity for new vehicle purchases is also automated. To do this correctly, we perform an Assessment for all new makes and models the company plans to buy. The Assessment looks at the new body styles and how the vehicles will be customized or upfitted prior to use. By upfitting, I mean having a third party install equipment specified by the customer (tool boxes, hooks, ladder racks, etc.). Problems arise with the visual identity when upfitting isn’t considered and a tool box or ladder rack covers key brand messages.

In addition to the Assessment, we take a look at usage, customer visibility and environmental conditions (like desert heat or high humidity) to engineer the right visual identity. Value Engineering allows us to develop standardized visual identity kits for different makes and models of fleet vehicles, making ordering easy for fleet vehicle managers around the country.

Maintaining brand compliance for a visual identity across an entire organization is complicated. In the case of fleet vehicles, it takes automated processes that support brand management efforts and streamline ordering. Otherwise, a visual identity that doesn’t fit or is partially hidden from view will be ordered and possibly installed. Having to redo the branding on new fleet vehicles gets expensive. By planning ahead, going green can save you even more green on your fleet vehicles.

Hospitality Branding and Rebranding