When it comes to logo and vehicle wrap design

and branding and marketing in general here’s what you need to do if you want to grow your business:

Stop trying to market to your mom, your sister, brother, the kid in your office who “knows photoshop” or even existing clients.

Over the last 9+ years of doing vehicle wraps in Phoenix, Arizona I’ve come across this hundreds of times.  Business owners who want to take the next step and rebrand their company, but for what ever reason don’t trust the advice they’ve paid for, from the experts.  Instead they take the ideas to friends and relatives and employees and ask their opinion.  I’m 1000% convinced that this is the wrong way to go.

If you want to grow your business you absolutely have to market to people who have no idea who you are, who literally don’t have any emotional connection to you or your company – like literally don’t care.  You have to get to those people so that when it comes time to  care,  they’re going to have an impression, and they’re going to say to themselves that looks like a friendly company, a reputable company, I get a good overall feeling about them.  I’m going to call them and see if that matches up on the phone with what I see in the logo design and the vehicle wrap.  People may not be specifically saying this to themselves, but in their heart, in their gut, this is what their instinct is telling them.

If there isn’t that friendly or trustworthy overall look then I have no idea why anyone would want to call you.  I’m 1000% convinced that people do not make decisions based on how many bullet points or even what the bullet points are on your van wrap.  They don’t make the decision to call you because you have a picture of the air conditioner or pump or whatever it is you sell, they just don’t.  They could actually care less.  Most people don’t know what an air handler looks like or a compressor or a heat pump.  What they want is to know WHO are you.  What do you promise to do, are you trustworthy, can your techs be invited into the house How are they going to be treated?  If you don’t understand this, its going to be a very very strong headwind you’re pushing against to try and build your business – using marketing that is generally unfriendly.  And by unfriendly it doesn’t have to look like it’s mean, it just is not categorically “Friendly” . The potential client is looking at your brand and NOT thinking “Wow those guys look super friendly, or super professional” . They’re not looking at your brand and smiling with a warm fuzzy feeling.  They’re looking at it and thinking “Meh” or “ugh” or not even thinking at all, they’re ignoring it as fast as possible

The key in logo design and vehicle wrap design is to just get enough trust and good will to have the potential client pick up the phone and give you a chance.  If you don’t even get the chance, you’re just not going to grow.  Simple as that.