Four ways you can use your fleet to skyrocket your brand perception

Understand the true marketing value of your fleet to maximise your brand potential

Harnessing the potential of your fleet can turn your vehicles into a dynamic marketing tool that builds brand recognition, trust and loyalty with consumers.

Your business vehicles have the power to leave a lasting impression on consumers and with effective mobility solutions, you can maximise the reach and impact of your brand through these vehicles.

It’s a daunting thought, but have you ever stopped to consider the sheer volume of prospective customers your fleet vehicles will pass each day?

Whether you’re a small business with only a handful of company cars, or a large corporation whose operations span the length of the country, these vehicles can be a strong marketing tool that need to be utilised effectively.

How your fleet can positively impact brand perception

Eco-conscious vehicle choices

Conscious consumerism is a movement that has been on the rise since the COVID-19 pandemic, with customers becoming increasingly aware of how they shop and who they align themselves with.

Embracing low-emission and electric vehicles is not only a responsible decision but also a powerful strategy for enhancing your brand image.

Building a fleet of electric vehicles is a public acknowledgement of your green intentions, positioning your brand at the front of a new era of efficient mobility.

Gone are the days of a large diesel fleet. This is a commitment that will resonate with environmentally conscious consumers who are searching for brands that align with their values.

Not only will these vehicles support your business in your sustainability and carbon emission goals, but reduced fuel consumption and savings on maintenance costs contribute to lower operational costs, creating savings that can be reinvested into other areas of your business.

Corparison National Corporate Business Development Manager, Matt Coppin, said, “Businesses have an opportunity to publicly affirm their eco-friendly ambitions in the vehicles they choose.

“Aligning themselves with the future of electric mobility will demonstrate their organisation as a forward-thinking business.

“Electric vehicles are also among the most cost-effective choices for fleet managers too, allowing them to save money month on month while they meet their sustainability targets.”

High-quality, consistent branding

Fleet branding is an incredibly powerful tool that can often be underutilised among businesses.

The quality of a vehicle’s branding can portray a strong message about a brand’s values. It offers an air of trust and reliability that your competitors may not be able to match.

Aligning the aesthetics of your vehicles and messaging with your brand’s identity allows you to create unforgettable brand impressions that resonate with your target audience and leave a lasting impression.

Clear and concise fleet branding is marketing on wheels. Every time your vehicles are on the road, it becomes a moving representation of your business.

Sarah Hunt, Corparison's Head of Marketing commented, “High-quality branding on fleet vehicles can be one of the most cost-effective methods of consistently reaching mass-market audiences.

“With the average fleet vehicle having the potential to travel up to 20,000 miles a year, the scope for brand visibility can be astronomical.

“Keep your company branding clear, concise and utilise the space as an opportunity to showcase your business.”

Utilise driver training to create brand ambassadors

Driver training goes above and beyond the basics of operating a vehicle.

It’s a commitment between your brand and your customers that the highest safety standards are being set on the road.

When they’re on the road, your drivers are mobile brand ambassadors. They could often become the first touchpoint between your business and customers.

Not only are you investing in the development of your staff, but there is also an element of brand protection, too.

In the busy and frantic world we’re trying to navigate, courteous driving can often be overlooked, or at least underappreciated.

However, consistent unmannerly driving behaviours pose a huge risk to your business.

Unfortunately, there is such a thing as bad publicity and in business-branded vehicles, your brand is at increased risk of being in the news for the wrong reasons.

Implement salary sacrifice to create an engaged and rewarded workforce

Creating a rewarding and engaged workforce has the potential to enhance your brand image to new levels.

One method of doing just that is to introduce a salary sacrifice scheme, rewarding your staff with the opportunity to make sizeable monthly savings on an electric car lease.

The post-pandemic job market has placed a greater emphasis on valuable employee perks that significantly benefit an employee.

Salary sacrifice schemes are a rewarding employee benefit that allows staff to forgo a portion of their annual gross salary in exchange for a perk, like a new EV.

As well as benefiting your employees financially, a salary sacrifice scheme encourages your workforce into more efficient vehicles and keeps your brand on target to meet its sustainability goals.

Becoming recognised as an organisation that rewards its employees sufficiently will support the business's ambitions of retaining staff, as well as attracting future talent.