From plumbing emergencies to mobile dog grooming and speedy deliveries, vans are the backbone of countless UK Van Drivers and businesses. But beyond their practical role, vans have also become powerful mobile billboards, and many owners are investing heavily to make their vehicles stand out.
To explore how tradespeople and small business owners use their vans to promote their work, temporary business van insurance experts Tempcover surveyed 500 van owners across the UK, revealing how many are branding their vehicles, how much they’re spending, and the unexpected downsides that can come with it.
On the Road and On Show: How Van Owners Brand Their Vehicles.
Essential Tips for UK Van Drivers on Vehicle Branding
Branding is a key marketing tool for many van owners, with nearly half (47%) fully branding their vehicles with logos, contact details, or signage. A further quarter (25%) opt for partial branding, such as smaller decals or stickers.
Not everyone chooses to showcase their business on the move, though – almost one in five (19%) prefer to keep their vans unbranded, while 10% have considered branding but haven’t taken the plunge yet.
Why Van Owners Are Investing in Van Signage.
For many van owners, branding is about more than just appearances; it’s a powerful way to win trust and new customers. Half (50%) say they brand their vans to build a professional image, while 48% use it to attract new business and boost local awareness.
A further 28% brand their vans to stand out from competitors, and 22% include clear contact details to make their business easier to find.
Aesthetic reasons also play a role: 13% say branding simply makes their van look better, while a small number (4%) use it to cover up signs of wear on older vehicles.
|
Reasons van owners brand their van |
Percentage |
|
Build customer trust and a professional image |
50% |
|
Attract new business and increase local awareness |
48% |
|
Stand out from competitors |
28% |
|
Make your business easy to find with clear contact information |
22% |
|
To make the van look better or more appealing |
13% |
|
To cover up signs of wear on an older van |
4% |
The Reason Some Van Owners Keep Their Vans Discreet.
Not everyone wants their business on display. Almost a third (31%) of van owners say they avoid branding to prevent attracting unwanted attention, while 29% are concerned about public complaints if reckless driving is spotted.
Security and cost also play a part: 18% worry about theft, and 22% cite higher repair costs if the van is damaged or vandalised.
For some, branding simply isn’t a priority – 16% say it feels unnecessary for their business, 17% find it too expensive, and 19% prefer a more discreet presence. Others point to practical concerns, such as wear and tear (13%) or the lack of flexibility if services change (8%).
|
Reasons van owners do not brand their van |
Percentage |
|
Attracting unwanted attention |
31% |
|
Risk of complaints if reckless driving is noticed by the public |
29% |
|
Higher repair costs if damaged or vandalised |
22% |
|
I prefer a discreet or minimal business presence |
19% |
|
Increased risk of theft |
18% |
|
Branding is too expensive |
17% |
|
Branding feels unnecessary for my business |
16% |
|
Concerns about wear and tear to the van from signage |
13% |
|
No concerns, just choose not to |
10% |
|
Branding limits flexibility if I change services or locations |
8% |
Van Owners Are Investing Big in Vehicle Designs.
Branding isn’t cheap, but many van owners are willing to invest to make their vehicles stand out. Almost a third (31%) have spent between £751 and £1,000 on branding, making it the most common price bracket.
A further 17% have spent £501–£750, while 14% have invested between £251–£500. Smaller-scale branding is less common, with 15% spending £100–£250 and just 9% spending £51–£100. Only 3% have spent under £50, suggesting minimal decals or basic stickers.
At the top end, a committed 12% have spent more than £1,000, including 4% who have invested over £3,000.
|
Average spent on van signage (£) |
Percentage |
|
Under £50 |
3% |
|
£51-£100 |
9% |
|
£100-£250 |
15% |
|
£251-£500 |
14% |
|
£501-£750 |
17% |
|
£751-£1,000 |
31% |
|
£1,001-£2,000 |
5% |
|
£2,001-£3,000 |
3% |
|
Over £3,000 |
4% |
When Logos Backfire: Why Van Personalisation Isn’t Always Risk-Free.
While van branding can boost business, it can also come with risks. Over half (54%) of van owners say they’ve experienced theft, attempted theft, or vandalism that they believe was linked to their vehicle being branded.
Meanwhile, 39% haven’t experienced any related incidents, and 8% are unsure whether branding played a role – highlighting a clear divide in how secure owners feel once their business is on display.
Van Owners Question Whether Standing Out Means More Trouble.
Many van owners believe that the size and visibility of their branding can make a difference when it comes to security. Over two-thirds (70%) think that larger or more prominent branding increases the likelihood of theft or vandalism, with 26% saying it does so significantly and 44% believing it has a slight impact.
By contrast, 18% think branding makes no difference, while 7% say it depends on location or circumstances, and 5% aren’t sure.
The Security Fears Prompting Van Owners to Rethink Branding.
For some van owners, worries about theft and vandalism are serious enough to take action. Over two in five (42%) say they’ve removed branding from their van due to security concerns or related experiences. A further 14% are considering removing their branding, showing that theft risk is a real factor in branding decisions for many.
Claire Wills-McKissick, temporary business van insurance expert at Tempcover, adds:
“A van is often the backbone of a business, so it’s vital to keep it secure. While eye-catching designs can help attract new customers, they can also draw unwanted attention. Simple steps, such as parking in well-lit areas, using additional security locks, and avoiding leaving tools inside overnight, can go a long way in reducing risk.
“Temporary business van insurance can also offer valuable peace of mind, whether you’re using a spare van, covering short-term jobs, or need flexible protection while your regular policy is under review. It’s a smart way to stay protected without committing to a full-term policy.”
Photo by Artem Podrez:
