Avoid these Common Errors When Developing Your Limo Company's Brand ((Branding part 2 of 5)

Posted on Apr 14th 2015 under Limo Marketing Tips

Creating a brand for your limousine company is just as important as all the work you do in selecting a site from which to do business, hiring an excellent team and building up your fleet of vehicles. 

If you're not a branding expert, it's possible that you will make some errors along the way when developing your limo firm's brand. Fortunately, you can focus on business operations when you form a partnership with a marketing and branding company that has expertise in the limousine industry. When it comes to limo marketing, your brand will help customers recognize you. They will eventually associate the values and service you provide with the brand you present.

With that in mind, here are some common errors that limo companies need to avoid when developing their brand.

Poor Choice of Name

Take your time when coming up with a name for your company. Don't inadvertently select a name or include a word in the name that could have a bad double meaning. This is especially crucial when it comes to phrases that have become slang terms or words that come from a foreign language. 

Market research can help you verify that your proposed name won't make teenagers giggle at a double entendre or cause corporate travel managers to spit out their coffee in horrified amusement.

Remember, if your limo firm has more than one word, check that the abbreviation won't unintentionally give the wrong message. For example, would you want to arrange for service at B.S. Limos, seeing how "B.S." can stand for "bull (squat)?"

 Brand Not Aligned with Company Values

It pays to formalize what your company values are. Many limousine company owners create a mission statement or at least some kind of "About Us" document that highlights the firm's values and goals. 

Does your limo firm emphasize safety and punctuality? Are you positioning yourself as a low-cost alternative in a highly competitive market? Make sure that your brand properly reflects the goals and values you want to espouse. It will make your company image appear cohesive instead of confusing.

Misrepresenting Your Company

If you focus on providing ground transportation services to serious business executives, don't develop a brand that speaks more to high school kids, foreign tourists or wedding planners. 

Likewise, you don't want to confuse people seeking a fancy ride in a limo to visit the wine country by promoting yourself as largely taking VIPs to and from the airport. Your limousine marketing will reflect the types of services you have to offer, and it's a good idea for your brand to give people a good idea of what to expect.

At the same time, you typically will not want to define your limo company's brand too narrowly. Luxury, quality and safety appeal to corporate planners as well as to wedding planners. Your marketing and branding team can help you find the right balance.

This is part two of our new five-part series on branding. Stay tuned for a new post each day this week!

At DriveProfit, each of our senior marketing experts has more than 20 years of experience in helping limousine companies develop and improve their brands. We've been through it all and can help steer you away from unfortunate word choices while making sure that your new brand will properly represent your firm. For details on our branding expertise or to start working on your new branding effort, please contact DriveProfit today at 203.426.7780 or drop us an email at info@driveprofit.com.


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