Fleet graphics is a generalized term used to describe the visual branding of an organization’s “fleet” of vehicles. Graphical options range from basic vinyl lettering to total car wraps based on individual preference. Aesthetic preferences aside, fleet graphics offer a general benefit for a few key reasons.
Brand identity as an abstract concept has quickly lost its meaning from overuse. However, visual consistency is still as important as it ever was. Color schemes and simple logos stick in people’s minds for a long time. They associate certain color patterns with specific businesses for a long time. Having a single organization decorate a storefront and fleet means a more powerful connection and a chance of recall in a consumer’s mind.
To say that most consumers face advertising overload is an understatement. Whether its watching television, listening to the radio, or surfing the internet, the average person deals with obnoxious, over-the-top marketing every second of their day. This doesn’t mean that they don’t still need goods and services. It just means that they would like a little breathing room and a chance to decide on their own. Fleet graphics are advertising background noise. Consumers notice them on the road or parked at their neighbor’s house only when they have a specific need.
The type of vehicle that a delivery person or technician drives doesn’t change the quality of the good or service. Either it’s good or it’s bad. The customer is happy or they aren’t. In reality, appearance is extremely important. It is not logical, but people expect things to look a certain way. Fleet graphics are for service vehicles what uniforms are for service staff: a way to demonstrate professionalism and establish credibility.
Longevity and Flexibility
Exaggerations aside, fleet graphics aren’t a magic shield between vehicles and general wear-and-tear. However, they do offer a level of protection from basic surface damage. They can also be replaced more easily than a vehicle can be repainted or refinished. In a pinch, they can sometimes be used to cover existing surface damage or inconsistencies.
More importantly, fleet graphics represent a single, one-time cost. How effective they are compared to traditional marketing campaigns is up for debate, but they are almost impossible to beat when it comes down to raw efficiency. Fleet graphics get paid for at installation and then they spend the next several years doing the job of advertising.