Glan just made an excellent point.
There are outfits you recognize and know before you even reading their sign. And they are not always the heavy hitters.
A unified image makes it easy for the consumer to make a mental image of your biz. And when it comes time to call someone they already have YOUR image in their mind, so you make the short list. No one ever said consumers are rational. We buy based on what is easy, convenient, and takes the least thought. Just like fish: most food for least effort.
Repeatedly seeing the same image and one begins to think 'boy they do a lot of business in my neighborhood. I think I'll call them." It is easy to recognize them and it is easy to remember them. It's called mind-share.
A biz with ten different rigs, different colors and all looking different has a much tougher time getting that mind-share. And when they do it is often 'oh yea the outfit with a bunch of misfit rigs. I wonder how professional they are?"
A nice looking truck matching a nice trailer puts you miles ahead in the marketing department.
Someone with a blue Ford Explorer towing a white hodge podge utility trailer, probably hears "Do you mow lawns?" despite the fact they are towing a trailer full of mowers.... Wonder why?
Someone with a yellow truck, yellow trailer, and nice side panel sign probably has less of those type of questions... and more 'can you give me a bid?"
But that's all just speculation..
