Driving Behaviour - brand shaming

Your drivers are a part of YOUR brand, make changes for 2020!

Most company vehicles are branded with logos and phone numbers to gain extra marketing and awareness whilst they’re out and about on the road. But did you know that over 90% of us are left with a negative impression of a company as a whole when a company vehicle drives erratically? The new year is the perfect opportunity to improve driving behaviour among your employees with great assistance from one of our solutions. Read how branding expert, Rino Larsen explains what you can obtain by using the service ABAX Driving Behaviour

Would you risk your company’s reputation? 

Some might. But most of us aren’t that way inclined. The fact is - company vehicles with logos represent the company and your brand 24/7, no matter where they are situated and regardless if they’re parked or not. Many executives believe that having logos on company vehicles is a brilliant way to advertise. But is it really? Research reveals that if a company vehicle travels irresponsibly in traffic, that is all people remember and associate with the company name.  

In short, company drivers are ambassadors for your brand and your business, and the wrong type of driving can produce quite the opposite marketing effect that you had hoped for. 

When bad Driving Behaviour escalates 

Imagine that you have a carpentry company. Not only do you have one company vehicle - but 10, and all of your drivers drive too fast making harsh turns and talk on their mobile phone while driving. You probably could have got away with it if it had been one single vehicle with a logo - but with 10 branded company vehicles, we are talking about a possible marketing disaster. The solution? The product ABAX Driving Behaviour has been developed to identify and reduce hazardous driving among company drivers. 

Examples of bad Driving Behaviour 

• Dirty vehicles - business is not interested in maintenance 

• Company vehicle with visible faults and deficiencies - the company does not prioritise safety 

• Driver talking on mobile phone while driving - risk behaviour that the company probably accepts 

• Driving through a red light and parking incorrectly – indicates bad culture within the company 

5 free tips from a brand expert 

ABAX Driving Behaviour is a useful tool when it comes to measuring company drivers and keeping a track on their driving style. But are there any additional measures that can be taken to help drivers understand that they have a major impact on your brand? Yes, says Rino Larsen, GM and Strategic Advisor in Createurene Kommunikasjon og reklame AS at Skjetten, Norway. He has worked with branding and marketing for 20 years, and has put together 5 tips that deal with Driving Behaviour and communication with company car drivers: 

  1. Explain to your drivers that they are ambassadors for the company when they drive the company vehicle 

  2. Make sure your drivers are proud of their job and the brand they work for 
  3. Give drivers examples of poor traffic behaviour that gives the company a bad reputation 
  4. Inform drivers about possible financial consequences of poor traffic behaviour 
  5. Introduce rules and the company driving policy: We do not park outside designated areas. We wash the car once a week. We do not talk on the phone when driving. We are polite, responsible on and off working hours and we respect official laws and regulations 

Mapping and insight - the way to improve 

Branding expert, Rino Larsen emphasises that the positive effect increases if companies use ABAX Driving Behaviour as a statistical tool while increasing the drivers' basic knowledge and understanding of branding and marketing: 

"Of course! These tools complement each other. As a manager, you can’t tell a driver to change his driving behaviour if you don't have facts to back it up. And it doesn’t do any good to show a driver his driving statistics if he doesn’t have any idea what you’re talking about when it comes to branding and marketing”. 

"ABAX Driving Behaviour is an easy-to-use tool that collects data about driver behaviour, points out specific areas of improvement and lets you as a leader to take a lead-in attitude. An overview and close follow-up are clearly the key to more positive Driving Behaviour, improved company reputation and great financial savings for the company".