Downbranding Your Business Fleet

Downbranding Your Business Fleet

Last week we wrote about downbranding - the concept of leveraging minimal design to amplify your brand’s message. We used packaging as an example of how design can ignite curiosity, and in turn curiosity lead to brand engagement through physical events in stores, or micro-moments via mobile search.

This week, we’ll discuss vehicle graphics. Clients sometimes come to us asking us to put their entire repertoire on the side of a vehicle. The intention is well and good, but from a design standpoint, this can lead to visual clutter, that quickly leads a potential client to become disinterested.

When building your brand, it’s important to keep the long-term in mind. In the immediate moment, it may seem like the payoff for printing a full service list on the side of your van makes great sense - and to an extent it does - but there is also a lot to be said about keeping it simple.

When G&Z Construction came to us to brand their business fleet, they chose to keep it simple. It works for them. Their name alone says so much about what they do. Its power is in that it doesn’t tell you what kind of construction they do. You just know they are in construction and to learn more  you’ll need to engage them. It is a simple concept, but it works.

g&z construction hired Markon to brand their business fleet in 2013

It’s not for everyone. It takes confidence to leave your business services ambiguous and rely solely on design to get you where you need to be.

It can work. To recap, here some of the benefits of downbranding are:

1) Minimal design directs the consumer's eye to the most important information

2) Including only pertinent information, or simpy the company name and contact info, inspires consumers to discover more about your brand online

3) Efficient uses of space look clean and professional 

Whether you’re a new business going through the branding process for the first time, or an established business interested in optimizing your brand appearance, we can help. When you’re ready, contact us.