First impressions are vital for every company. A great one can pull in new clients, help with recruitment efforts, and keep the company’s reputation in good standing. But many companies don’t realize that their work truck fleet is, in a sense, a first impression-making machine on wheels. Depending on how your fleet looks, it may not necessarily deliver the impression you want.
LOOKS MATTER
Keeping your trucks looking nice takes time and money, making many owners wonder if the investment is worth it. After all, fleet trucks are exposed to a fair amount of wear and tear, and branding vehicles isn’t cheap. Does it make that much of a difference in the day-to-day life of a business? The answer is: yes, it does.
Branding is the best way to gain attention and stand out in a sea of competitors. By branding your trucks, you gain rent-free billboards at a cost far less than TV or radio advertising. Depending on your routes, tens of thousands of potential customers could see a single truck of yours in just one day. Unbranded vehicles don’t stand out, especially comparison to competitors with attractive, eye-catching vehicles.
Which company would you call? The answer is obvious, because one doesn’t even have a phone number or website for potential customers to make note of.
MAINTENANCE TIPS
Branded or not, vehicles with poorly maintained exteriors leave customers and prospects with a negative impression. Additionally, drivers typically aren’t as careful with unsightly trucks, leading to more damage and an even worse brand impression. Here are a few best practices to keep your trucks looking their best.
Stay brand-consistent. If your company has established branding, your vehicles should reflect the same colors, fonts, and imagery. Branding vehicles can be an excellent time for companies to refresh old brands, or even establish new ones.
Be concise and bold. Don’t overload your trucks with words and graphics. The right colors and graphics can pop without being overwhelming. Onlookers should be able to quickly determine your company name, what sort of business it is, and some contact information.
Make the most of the space you have. You’ll likely want to consider different branding designs for different types of vehicles—a good style for a van may not work so well on a box truck. Teaming up with a branding partner will help ensure your designs make the most of the space available.
Don’t slack on maintenance. Even the best branding will lose its impact if a vehicle appears uncared for. Drivers should perform daily visual checks and report on any damage. That way issues such as paint scrapes and dents can be dealt with before further damage accumulates. Keep an eye on wearables like windshield wipers and tires, as they can also detract from your brand if they look bad. Something as simple as a routine car wash every so often can help make the best impression. It’s also important to keep watch on vehicle wraps to ensure they aren’t fading and don’t have tears.
Rotate out when it makes sense. Many companies hang-on to their old trucks and vans due to supply chain issues bottlenecking new models. However, even a well-branded, maintained vehicle will start to degrade after so much time. Investing in newer models will not only boost your company’s looks but could also lower your fleet’s total cost of ownership. For some. companies, cycling in new vehicles makes the most sense in the 3- to 5-year range rather than the average 7-9 years.
Companies will do their best to stand out on the streets, including outfitting trucks with eye-catching graphics. It may seem like big investment to jump into the world of exterior maintenance and branding, but by turning your fleet into a terrific first impression-making machine on wheels, you will turn heads and reap the benefits.
IN THE REAL WORLD
Mike Albert Fleet Solutions works closely with local branding partners and clients to create wow-worthy fleets. Companies like Grexen Kitchen Exhaust Cleaning and Buckeye Power Sales have found success by refreshing their brands and employing graphics on their fleet vehicles.
Grexen Kitchen Exhaust Cleaning, a kitchen hood cleaning service, went through a total cleanout during the COVID-19 pandemic. Their vans were in dire need of replacement and the cleaning equipment they transported was challenging to move, causing a buildup of dirt, soot, and grease. Grexen had also added modifications to vent their equipment, which led to further damage to the vans.
By working with Mike Albert, Grexen leased new vans with proper upfits to quickly move their heavy equipment in and out of the truck, making it simpler for drivers to clean the vans, access items in storage, and allow for proper ventilation. The vans were also wrapped with new logos and graphics, helping the company stand out on the road.
Buckeye Power Sales, a generator distributor and comprehensive service provider, worked with Mike Albert to refresh their van and truck fleet. Their new vehicles utilize photos and bold colors to advertise their work and take full advantage of their “rolling billboards.” Additional advertising Buckeye Power Sales as a Kohler-authorized distributor and offering OEM parts allow the company to distinguish itself from competitors. The vehicles were also upfitted with storage space on the outside, allowing for easy access to tools and other equipment.
ABOUT THE AUTHOR
Ed Pierce is a senior truck upfit consultant at Mike Albert Fleet Solutions in Cincinnati, Ohio for the past 1.5 years. Pierce has worked for Navistar, Meritor, and NationaLease, and has worked for more than 25 years in the commercial vehicle industry and has experience in upfitting, truck OEMs, direct supply, and full-service leasing. For more information, go to www.mikealbert.com.
