While in traffic this morning, I experienced for the second time in two days a courteous driver of a green van branded Bring – a Nordic postal and logistics player whose brand creation and brand launch I was part of. Both times, the drivers showed great care in traffic and it made me notice it.
As a background, you need to be aware of that Sweden is a country with a fairly sizable share of passive aggressive drivers and the relative helpfulness when e.g. clearly communicating that one wants to change lanes is not something to be proud of. In a recent 2013 Goodyear Road Safety Survey, covering 15 European markets and South Africa, Swedes topped the list of the most aggressive young drivers (under the age of 25).
Anyhow, I was positively surprised by the behavior of the Bring representatives. I reminded myself that I the other day had seen a sticker at the back of a Bring van, saying that “if you have any issues with the way I am driving, then please call xxx”.
I find that to be very smart and empathic – recognizing that the green vehicles and the reps driving them are essential carriers and reinforcers of the brand promise and image. They are highly visible brand carriers that can potentially make or break whatever is communicated in other channels.
Bring seems to clearly be addressing the issue of reckless driving and actively developing a culture of responsibility and care.
I have no idea as to whether this is a proactive, strategic brand-building effort or whether the company has actually received numerous complaints, triggering such a program. Regardless, I highly commend the initiative and it seems to be noticeable out in traffic.
I urge other brands to look over their most visible, customer-facing touch-points; be it vehicles, personnel etc and evaluate how those are being leveraged to build the brand today. How can they even more effectively and relevantly carry and reinforce key messages of the brand?