Tag Archives: vehicle branding

What is the value of CONSISTENCY in Branding?

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Consistency makes a sign successful

What is the value of consistent branding?

In reality I, as the author, am not in the pay grade to give a number that will answer this question, but I can make a number of observations

Generally speaking brand consistency refers to the practice of maintaining a cohesive (solid) and unified brand identity across all touchpoints and communication channels.

Brand consistency involves presenting a consistent brand message, visual identity (such as signage and packaging), tone of voice, and overall brand experience to your target audience. The value of brand consistency can be significant (think Coke, Amex, Pepsi, Epstein, Cosby and Weinstein) and can impact various, if not all, aspects of a business.

Here are some key benefits of brand consistency:

1. Brand Recognition: Consistent branding helps customers recognize and remember your brand more easily. When your brand elements, such as logo, colors, typography, and messaging, are consistently applied across different platforms and marketing materials, such as signage, vehicle branding, packaging and letter heads, the consistency of the visual identity creates a strong brand identity that stands out in the minds of consumers. This brand consistency facilitates brand recall and can lead to increased brand recognition and awareness. Coke is an excellent example of brand identity using color and font. Think of coke’s visual marketing (signage) and you can see that they consistently use a SPECIFIC red and a specific FONT making the coke red and coke font (universally?) recognizable.

2. Building Trust and Credibility: Consistency builds trust among consumers. When your brand consistently delivers on its promises, maintains a consistent quality of product or services, and communicates a unified message, your brand consistency establishes credibility and reliability. Customers are more likely to trust and engage with a brand that appears professional, dependable, and authentic. An example of how branding can affect perceptions is an observation of an American Express (AMEX) sign in Cape Town a number of years ago. Watching prospective customers they would approach the bank, look at the signage, look at the rates and move on. VERY FEW prospects cam e back to do business. It is possible that the rates were excessive, but on further investigation it appeared that the branding had accidently been reversed so the sign looked like the store may be a ‘fake’ knock-off of AMEX, and thus people tended to not trust the signage.

3. Differentiation: In a crowded marketplace, having a consistent brand helps your brand stand out from competitors. By maintaining a unique and consistent brand identity, you create a distinct image and position in the minds of consumers. Consistency allows you to communicate your brand’s unique value proposition and differentiate yourself from others, making it easier for customers to choose your trusted brand over competitors. It is for this reason that large companies trade mark certain colors, shapes and slogan’s. In this respect think of ADIDAS, NIKE and Dolce & Gabana. In South Africa a recent example is WE BUY CARS who have named their business as such and as a result are able to take legal action against any other motor dealer who states WE BUY CARS – even if that is what their business does. I suppose this could also be seen as an example of KNOW THE RULES OF THE GAME – which we buy cars did and played well, even if morally and ethically frowned upon.

4. Customer Loyalty: Consistent branding helps create and maintain customer loyalty and advocacy – what in known s RAVING FANS in social media terms. When customers have positive experiences with your brand and consistently encounter your brand identity, they develop a sense of familiarity and emotional connection. The emotional connection can lead to increased customer loyalty, repeat purchases, and positive word-of-mouth recommendations, the ultimate aim of all marketers. Customer loyalty can be seen among many of the worlds top brands such as APPLE, TOYOTA, MERCEDES, COKE, PEPSI to name very few.

5. Efficiency and Cost Savings: Brand consistency simplifies marketing efforts and can possibly reduces costs in the long run. By establishing brand guidelines and templates, you create a framework that streamlines the creation of marketing materials, both online and offline. Consistency eliminates the need to reinvent your brand’s visual and messaging elements for every campaign or platform, saving time and resources. In signage brand consistency comes from the corporate hand book that every business should have. While a very detailed hand book can lead to less innovation, it certainly makes the life of the signage manufacturer simpler by specifying what materials should be used, how they should be used, where the materials should be used and what the outcome should be. It is possible that such specifications can add to increased cost, but the cost is certainly worthwhile when one considers what the alternative can be when people look at multiple signs from different manufacturers and they are all visibly different.

6. Employee Alignment: One often overlooked advantage of brand consistency is how consistent branding benefits internal stakeholders, such as employees. When your brand has clear guidelines and a consistent identity, it becomes easier for employees to understand and represent the brand effectively. Consistency aligns employees with the brand’s values, mission, and vision, creating a sense of unity and shared purpose. In the modern business world it is also know that if certain levels of employees do not SEE their employers branding they feel they are not working for a business that has MADE IT, or can even make it, so they prefer to go to the recognized market leaders.

Possible disadvantages of brand consistency can be in rigidity and cost. This is especially true in signage if you want to produce all your signage in one factory and then have to pay shipping costs to get the signs delivered to various locations, whether nationally or internationally. That said, the cost of centralized production also has the advantage of generating some (even if very little) economies of scale – something that is vary rare in the custom sign industry.


Brand consistency can thus be seen to play a crucial role in shaping how consumers perceive and interact with your brand. Brand consistency helps build recognition, trust, differentiation, loyalty, and efficiency. By investing in brand consistency, businesses can establish a strong and memorable brand that resonates with their target audience and drives long-term success.

If you are looking to partner with a signage company that takes brand consistency seriously, SignForce is the signage company for you.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

Is Branding, Signage and Brand Image Important – or are we all just Superficial?

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Vehicle Branding creates brand awareness and familiarity

Is Branding and Brand Image Important or are we all just Superficial?

A short while ago I was at a supplier collecting some paint when I looked out at the SignForce vehicle in the parking lot, the same vehicle I see EVERY DAY, the same vehicle that I drive when necessary, the same vehicle ALL our customers and prospective customers and our suppliers see, a SignForce vehicle that is on the road almost seven days a week, but which I only SAW for the first time in a long time, and realized the vehicle was EXCEPTIONALLY TIRED.

The reality is that seeing the vehicle day in and day out makes one unaware of how the vehicle looks. The slight smudge mark, the additional small scratch, the discoloring paint all seem to be the same as they were the day, week, month and year before because one gets used to seeing the same thing over and over again.

The problem comes in that we assume that everyone else sees the same thing we see, except the NEW EYES do NOT see what we see. Then new eyes seeing the vehicle for the first time do not know the company, do not know the product, do not know the quality and do not know the service. All the new eyes see is a vehicle that represents the business, in whatever manner the vehicle presents itself.

They say you only get ONE CHANCE to create a FIRST IMPRESSION, and your vehicle or brand or product or yourself will be judged on that first appearance and how the new eyes perceive it or you.

Does this FIRST IMPRESSION ‘rule’ make us viewers superficial?

According to ChatGPT, the latest Guru which knows it all, “people are not necessarily superficial because they make up their minds on first impressions. In some cases, people may form an opinion quickly based on a first impression, but there are many other factors to consider before making a judgment.” The writer tends to disagree as in many cases the judgement is made on the first impression because there is never any further engagement.

This brings to mind a story of the old STAX sore in the West Rand. Many years ago STAX was about to close one store while another was being built. The store had not been very profitable and management decided it would be better for the business to close the store and start from scratch in about 18 months when the new store opened. SignForce was asked to remove the current signage and make it more presentable (the 3D letters were not illuminating, were broken and had actually become the home for some birds with their nest being built in the broken letter. The signs were given a low cost refurbishment so the store could have a closing down sale and then the signs would be taken down and repurposed.

The signs were refurbished and before the closing down sale was announced the store sales started picking up. On investigation it was found that because the location was pretty much a white elephant with very few trading tenants, and because the STAX signs were in such a state of disrepair, patrons – existing and prospective – assumed the store had closed down and moved, so they were shopping elsewhere. The store did eventually close but only when the new store was ready some 18 months later.

To me this demonstrates the importance people, prospects and patrons place on knowing that the projected impression is a positive one, that the business image is what is expected and that the image is what the business WANTS to project.

In SignForce’s case the vehicle in question was certainly NOT projecting the professional image that one would expect from a professional imaging business, so the vehicle was given a non surgical face lift – inside and out – bringing the vehicle’s branding and image in line with the professional business the vehicle represents.

In reality the refurbished vehicle does more than create a better image for new viewers, it also makes the staff more proud and more aware of the vehicle – like getting a new vehicle does – so that everyone is more aware that the vehicle needs to be treated well – definitely better than the ‘old’ vehicle was treated.

The upgrade has also been noticed by existing clients who have expressed how they feel more comfortable with the NEW vehicle being on their premises. One seldom thinks about an old vehicle possibly dripping oil on someone’s paving, but new vehicles make one more comfortable that the vehicle will be running better.

As SignForce have seen with the perception created by the ‘new’ vehicle, our branding and business image are help create the important identity for SignForce. The same applies to ANY company or organization. If your branding and identity are not reflecting the image your business WANTS to project, it could be a simple thing such as the signage – read that as branding – is tired or dirty. (On the note of dirty signs how often do businesses clean or dust their signs, even though the TOP of the sign may not regularly be viewed? It is something we at SignForce are aware of and offer a s a service if your cleaners are not happy to clean your signs. A dirty sign has a negative impact on people who see the dirt before they come into the store and leaves them subconsciously wondering what else is not being cleaned.

Business image and branding in order to create a strong brand and business image can be essential to help differentiate your company from your competitors. In fact people are known to create EMOTIONAL connections with brands – look at Apple and it’s RAVING FANS – who swear by their emotional connection with the company, partly because of it’s branding and consistent image.

Branding can help build trust and loyalty with customers, which in tern can lead to increased customer retention, higher customer satisfaction and ultimately a significantly better bottom line for the branded business.

Branding creates FRAMILIRIATY which makes people feel more comfortable and more likely to keep your business, your brands and your product front of mind.

In summary a strong brand helps create a strong business image which together with a positive experience when using your business, can also help to create a positive reputation,

If you are looking for a full service signage company to assist with you projecting the business image you desire through excellent branding contact SignForce now on info@signforce.co.za or WhatsApp +27 (0)82 558 6413 or call +27 (0)11 440 7525

Find out more about SignForce by visiting http://www.signforce.co.za

#Branding, #VehicleBranding, #Businessimage, #Signage

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Why should EVERY business brand their VEHICLE or FLEET?

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If ever there was a marketing no brain-er it has to be vehicle branding, regardless of whether your business has a singly bicycle or a massive, extensive fleet.

If ever the adage A BUSINESS WITHOUT A SIGN IS A SIGN OF NO BUSINESS was apt, it must be when it comes to vehicle branding.

For obvious reasons a visible vehicle helps promote one’s business, brand or service.

On the less obvious side – and depending on the product or service – branded vehicles tend to be less likely to be stolen and drivers of branded vehicles tend to be more aware that they are being watched so they have incentive to be more polite drivers.

Vehicle branding is also important because it helps to create an identity for the business which may not seem very important, but it helps existing clients identify with the business and feel pride when they see THEIR supplier is doing his rounds.

Vehicle branding can also deter theft. A specific case in point was one of the first fleets SignForce ever branded. The client started with three vehicles but then decided that the cost to do the remainder of the fleet was prohibitive so they stopped at the done vehicles. Every few months they would get quotes to complete the fleet branding but invariably decided the funds could be better used elsewhere. It was about three years after the first vehicles that the call came in to please complete the branding, no quote required.

This was too good to be true as there were now nine additional vehicles but unfortunately due to the currency fluctuations the cost per vehicle had almost tripled. Yes, the cost had risen threefold yet this time the cost was not an issue.

When asked what caused the change of heart, the following story unfolded.

The company had been going through some tough times hence the redirecting of the branding budget. Recently they had received a call from one of their largest clients who was FUMING and threatening to take his business to the competitor – there were only two suppliers in the market – because the company were in breach of their exclusivity agreement and were supplying the client’s competition.

The company professed innocence and assured the customer that that was not the case. He was steadfast and told the supplier that he could see their vehicle offloading at the competitor. The customer was told this was impossible as the competition were NOT the company’s client. The customer then told them it was definitely their vehicle as it was branded and he also gave them the registration plates.

What followed was an investigation and sting operation (with the client’s cooperation) which resulted in the firing of almost a third of the company’s workforce.

The theft had been going on undetected for years as there was collusion between a number of internal staff. They had always used the unmarked vehicles but on the day the customer called the criminal ring’s client had needed an urgent delivery and they gave no thought to the fact the vehicle was branded. This is why the cost was not an issue. When compared to the years of theft and the possibility of losing their major client, the cost of branding was less than negligible.

Vehicle branding helps differentiate your business from from your competition, establishing a connection with existing and even prospective customers.

Vehicle branding can be used to increase brand awareness and brand recognition, build customer loyalty through pride and visibility and create a positive image for the brand.

Vehicle branding can also be used to communicate features and benefits of the business as vehicles can be used as silent sales persons at the same time they can be used as mobile billboards whose cost per view decreases with every trip the vehicle makes.

Vehicle branding can also be used to create a sense of urgency and create a memorable experience for customers, all while assisting prospective customers to make an informed decision about your business and brand. When prospective customers (and existing customers) see your vehicle multiple times, they seldom comprehend that it may be a single vehicle, so the repeated viewing of a single vehicle (something similar to standing in front of multiple mirrors in a store change room) can give the viewer the feeling that your business and fleet is much larger than it may actually be.

Why should a business brand their fleet of vehicles?

A branded fleet of vehicles is a cost effective way for a business to create a professional appearance, increased visibility, and promote their brand, business or service.

Good vehicle branding also sends a strong message that the business takes pride in its appearance and professionalism.

Branded vehicles help build trust and create a difficult to measure emotional connection with customers and potential customers. Additionally, branded vehicles create an opportunity for increased exposure and can be used as a platform for advertising.

To get your vehicle – from your bicycle to your horse and trailer – branded, contact SignForce now on info@signforce.co.za or Whatsapp +27 (0)82 558 6413 or call +27 (0)11 440 7525

Find out more about how SignForce can serve you by visiting http://www.signforce.co.za

Vehicle Branding By #SignForce

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Vehicle Branding

Vehicle branding = silent, mobile sales

Vehicle Branding by #SignForce

Do us Humans OverComPliCate?

What do Vehicle Branding and Over complicating (life?) have to do with each other?

When branding a vehicle, whether a simple line of text or a full wrap, one wants to make sure the vehicle looks as good as possible, and that YOUR branding ENHANCES your business IMAGE.

This should be simple.

Produce a decal that is a great representation and reproduction of the business’s branding, apply said decals to the vehicle and off you go. Client is happy. Signage business is happy. All nice and neat.

BUT, what happens when the vehicle being branded is a modern vehicle with lots of SEXY CURVES, and lines that are neither straight, nor consistent.

Yes, SEXY lines make for very interesting challenges – and maybe complexity – of vehicle branding.

The reason for this is that if your vehicle branding is text in a line or has straight lines, when these STRAIGHT lines are applied to the vehicle, they may site above or below or on top of a SEXY, CURVED line of the vehicle. This means that the text will most likely not look straight, but will instead look SkEw as the lines do nont ‘line up’.

So, one would imagine a simple solution is to follow a different line. Be it the line of the window, the line at the bottom of the vehicle, the door line, the window line, the ground or any other line you may SEE. All of these are correct – yet possible WRONG at the same time, as whichever line you choose to follow, if THAT line is inconsistent with and laying in different directions to ANY OTHER line – as is common with SEXY vehicles (this includes cars, utility vehicles, delivery vehicles and even a pantechnicon).

It is for this reason some vehicles can be EXTREMELY challenging to brand.

If you are looking for a professional team to brand your business vehicle or fleet, look no further than SignForce. We have over 20 years experience in vehicle branding and will be happy to get you an obligation free quote.

Contact SignForce now on +27 (0)11 440 7525 or info@signforce.co.za or WhatsApp your enquiry to +27 (0)82 558 6413.

For more information on SignForce visit our website at http://www.signforce.co.za

Also, if you are looking for TRUCK PARTS, SignForce encourage you to contact the team at ERP TRUCKING COMPONENTS. Call +27 (0)11 397 8881 or email http://www.truckingcomponents.co.za

What Value does your current sign supplier add to your business?

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This vehicle, decorated as per specifications for SUPA NOVA ELECTRICAL POWER & PLUMBING is a simple example of vinyl decorated vehicle branding creating a MOBILE advertisement for the business.

Vehicle branding is always a great idea if you want people to SEE you, to know that you are associated with specific clients and to create more awareness of your brand.

We at SignForce assume that this is general knowledge and that all our competitors do the same work. We may not all have the same inks (original inks last longer) and we may not all use the same printers (at SignForce we swear by Roland) but we effectively ALL print and apply vinyl branding to you, our client’s vehicle.

What makes SignForce, with over 20 years experience – almost 60 in combined experience – different is that we have the knowledge to ADVISE and make a positive impact on your marketing plan , and we also strive to promote our clients. This  promotion is irregular and generally online, as but we believe that every client of ours looks to SignForce to do MORE than simply provide good quality products at competitive prices.

If you are looking to spend money on signage and feel that you could benefit from some advise and additional promotion, contact SignForce so we can assist you.

Contact SignForce on +27 (0)11 440 7525 or info@signforce.co.za or visit our website on http://www.signforce.co.za

You can check out Supa Nova on https://www.supanova.co.za/

 

WHY spend money on Vehicle Branding?

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Vehicle Branding

Vehicle branding = silent, mobile sales

When money is tight it is way too easy to cut budgets where logic says they should be cut – anything that is not showing (almost) instant return, so lets cut the wage bill and get rid of supposed dead wood, lets cut the marketing budget because – well, is it working? and lets get the staff to pay for their own tea and have limited access to loo paper.

OK, so I may be exaggerating, but sadly none of the above were my own ideas. I have heard examples of each of these cost saving measures over time. (For those who do not know the writer I have had some experience in business consulting (one of the reasons SignForce is able to offer solid business advice when it comes to signs as an investment – but I digress).

The reality is we don’t always get an instant  return on our marketing investment. A lot of marketing is about keeping our brand front of mind. Another reason is familiarity. When one’s branding is seen (hopefully often), not always in the same location, by people who do not know what you offer, if and when they do look for your services and find you listed on Google with a number of competitors, if it was you, who would you be most likely to contact? The absolute unknown business or one which for some unknown reason seems familiar?

If you are looking for advice on signs that make business sense, or wanting to get your name OUT THERE, SignForce can help.

Contact #SignForce  South Africa now on info@signforce.co.za or call +27(0)11 440 7525

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