You may well think I’m being overly picky here, but there’s a lot of stuff that goes into building a brand.
I’ve got a beautiful metal-covered book downstairs at home called “The Saab Brand” that details just how much effort goes into the way customers experience their encounters with Saab. The look and feel surrounding the Saab brand doesn’t happen by accident. Heck, there’s even directions from Saab of Sweden as to how cars are supposed to be parked in showrooms (90 degree angles only please).
One of the things that’s been Saab through and through for a long time now is the use of the Gill Sans font. That’s the font you see at the title graphic at the top of this website. It’s been used in Saab advertising for ages.
Saab Australia had an event last night in Sydney in order to launch the 20th Anniversary Convertible. I got a couple of photos through from the event at around midnight and sure enough, this was the first thing that caught my eye.
So how powerful is market branding etc?
As an Australian motoring enthusiast I recognised that font in about 0.01 of a second. Many of you other Aussies will know it as well.
It’s the font used in all of Holden’s advertising here in Australia (Holden are GM’s big brand here). There’s not so much of it on the frontpage of Holden’s website, but check this motorsports page and you’ll see it in effect. All their print ads use this as the headline font as well.
Saab Australia do a pretty decent job on minimal resources and I’m not trying to embarrass anyone here. Saab sales this year have taken a sharp upward trend and that’s primarily due to some hard work refining the model line and pricing. There’s been some great press coverage with the SportCombi and especially the V6 too. I don’t want to sound like I’m trying to detract from what has been a good year for Saab downunder, but a bit more attention to detail wouldn’t go astray.
There was a Saab microsite around last year called Maintain Your Identity. I’m just writing this in the hope that they do exactly that.
Oh, and apparently the event was a success, though I haven’t received much in detail on that.