Having some fun with brand – it’s zoo time with Q3 in the Channel Islands

Another view on the power of brand in FM, from Ian Adams, Q3 Marketing Manager

In the world of Cleaning and Facilities Management (FM), branding appears to be an alien topic which many companies neither understand nor know how to manage.

In a previous blog, I argued why brand must be more than just a colourful logo or a name on a van. It must be treated as something more strategic that works to create a lasting impression and build a reputation that resonates with clients and stakeholders.

Only then, will branding become a powerful tool that goes beyond mere aesthetics, truly reflecting a company’s values, culture, and mission. But that doesn’t mean that branding needs to be dry, corporate, dull, and boring.

It can be fun and engaging. In fact, adding a playful dimension to your brand can make it more memorable and distinctive. The real magic happens when you inject your brand with elements that evoke emotions and create a connection with your audience.

The Power of Playful Branding

Take a look at what our Q3 colleagues in the Channel Islands are doing by incorporating animals into their vehicle liveries. All the animals have names… there’s Pierre the rabbit, Sid the dog and two cockatoos called George and Charles – and many more. They all add a distinctive personality to the brand, making it stand out in a market where branded vehicles are boring and conventional.

This creative approach not only adds a unique touch to Q3’s branding but also makes their vehicles instantly recognisable. It’s a brilliant example of how a little creativity and a quirky design can go a long way in making your brand memorable.

One of the most striking examples of this approach is a punk-styled puffin called Oscar (paying homage to a famous Channel Islands’ children’s TV personality). Like all the other animals the image of the puffin incorporates one or more of Q3’s corporate colours, as a nod to the corporate palette. A puffin with a pink mohawk and a studded collar is not something you see every day, especially on the back of a commercial vehicle in Saint Peter Port. But everyone knows it’s Q3!

Why This Approach Works

Integrating animals into Q3’s van liveries works on several levels. Firstly, it adds a distinctive personality to the brand, making it more relatable and engaging. People are naturally drawn to animals, and the playful design elements create a positive association with the brand.

Secondly, this approach makes the brand more memorable. In a market where many companies have similar-looking vehicles, with sombre grey, blue and black logos, a van with a punk-styled puffin, is sure to catch people’s attention. This increased visibility created by the bright colour palette can lead to greater brand recognition and recall, which are crucial for building a strong brand presence.

This creative approach demonstrates that Q3 is not afraid to think outside the box and have fun with its branding. However, it’s not a deep and meaningful, or overly clever and thought-out strategy. When the garage salesman remarked, “Loving these vehicle designs! What on earth does it all mean?” The reply from our MD Ken Nicolle was, “Absolutely nothing – it’s just Q3 being Q3!”

It’s what the ad agencies refer to as “meaningless distinctiveness”. It worked a treat for Lacoste’s crocodile, the Guinness harp, Ronald McDonald and the Duracell bunnies and it’s doing the same for Q3 in a B2B environment.

So, the next time you’re thinking about your brand, remember that a little creativity can go a long way. Don’t be afraid to have fun with your branding and let your personality rather than your corporate brand manual shine through.