The visual and corporate identity of any transport company is important. With every transport company, a consistent identity which shows the important values of the organisation is essential. Designing the right identity that covers specific values is important when it comes to corporate branding.
Transport brands need to not only apply their values to physical things such as vehicles, stations, street furniture, leaflets and timetables, but they also need to be aware and progressive in their use of digital media. Effective use of the brand online, coupled with effective and valuable websites, social communication and apps can lead to a much stronger relationship with customers, with reduced customer service interaction. Maintaining good social connections with customers online can improve response times to customer concerns whilst improving trust and public perception of the brand. For this reason online advertisement of the transport means and branding is an important factor to consider when branding something such as the above examples.
BRANDING FOR RAIL
In the ever changing rail business environment, it’s important to ensure that rail services are marketed effectively. It doesn’t just mean making yourself known to passengers but does in fact mean a great many things from understanding the target market. Loads of famous automobile companies spend a huge amount of money annually to advertise their products to customers.
Livery design is an important part of any transport company’s identity. It’s also one of the largest marketing canvasses available to most businesses. Getting the design of livery and vehicle graphics right is important to the upcoming success of any transport brand.
A public transport brand should be differentiated from all other similar services in the world in order to become unique. This way it can become an attraction in itself and a city brand. Transport has become a something vital in this past century and the branding and marketing of it is one of the factors which has made it popular the way it now is. From going to work early in the morning to taking a holiday trip to South America transport is something everyone uses. aeroplanes, ships, and trains, are three among the many means of transport which are branded, advertised, and marketed in such a way that the purpose of the brand is as important as the actual trip in itself.
From a website online they identified eight main categories or elements of a comprehensive branding, marketing, and communications plan:
- System brand – logos, color schemes, vehicle designs & wraps
- Internal communication – organizational action plans, brand training
- User education – special event outreach, school programs, free trials, user guides
- User information systems – maps & diagrams, timetables, wayfinding systems
- Marketing campaign – print ads, guerrilla marketing, TV & radio spots, “freebies”
- Public relations & external communications – press kit, media plan, neighborhood notices
- Feedback systems – call centers, comment cards
- Online presence – website, social media, mobile apps
Eight tactics to the public transport:
- Brand and identity
- Internal communication
- User education
- User information systems
- Marketing campaigns
- Public relations and external communications
- User feedback systems
- Online engagement