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What's in a livery?
Page 40
Page 41
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To be successful a livery needs to be more than just your business card enlarged and stuck on the side of the lorry. Liveries need to address clearly identified aims for you and your business to enhance your image and justify the cost. Good vehicle liveries also play an important role in improving the public perception of the road transport industry. Trucks and drivers alike can do much to improve the public face of our business by creating an image that shows efficiency, reliability and safety. A vehicle livery sends out a powerful signal; you need to make sure it's the right signal.
In most cases the livery should say who you are, what your business is and where you can be reached. It's the detail that often lets people down—such as forgetting to include the telephone dialling code with your number.
Where a vehicle is on contract and carries the livery of a client as well as the haulier, take care not to confuse the two names and liveries.
The winners of CM's Annual Livery Awards all demonstrate best practice of all of the points listed here. Compare their liveries with yours and decide if yours is working for you.„