Brand Identity on Display: How Convenience Store and Travel Center Signs Drive Loyalty

by | Dec 12, 2024 | Ortwein Insights | 0 comments

Buc-ee's Car Wash Sign installed by Ortwein Sign

Driving down the road with my friend Kate, a frequent road-tripper, I’ve noticed something fascinating about travel centers. While amenities like clean bathrooms and good food are essential, what excites her before we even arrive is seeing that familiar sign in the distance—one tied to a brand she trusts.

Kate’s enthusiasm for her favorite travel stops isn’t unique. Consumers naturally gravitate toward familiar brands, whether on the highway or in a shopping mall. This loyalty often stems from deliberate branding strategies, like the towering pylon signs and catchy billboards used by travel centers. These signs do more than advertise; they evoke trust and anticipation, drawing travelers in from miles away.

The Psychology Behind Building Brand Loyalty

Brand loyalty isn’t just about familiarity—it’s psychological. According to a USC Dornsife study on consumer behavior, effective branding follows seven steps:

  1. Interrupt the Pattern
  2. Create Comfort
  3. Lead the Imagination
  4. Shift the Feeling
  5. Satisfy the Critical Mind
  6. Take Action
  7. Change the Associations

These principles aim to establish habits, create trust, and build positive emotional connections with consumers. Convenience stores and travel centers, like Buc-ee’s, exemplify this in their marketing.

Psychology Behind Developing Brand Loyalty Infographic

Citation:
USC Applied Psychology. The Psychology Behind Developing Brand Loyalty. Retrieved from USC Applied Psychology Blog

Buc-ee’s: A Case Study in Branding

Here is how Buc-ee’s uses the seven steps above to help foster brand loyalty.

  1. Interrupt the Pattern
    Buc-ee’s starts by breaking the monotony of the road with billboards placed sometimes 100+ miles before their locations, capturing attention long before travelers think about stopping. https://kpel965.com/buc-ees-billboard-1000-600-miles-away/
  2. Create Comfort
    Their humorous slogans and quirky messages make the brand approachable and memorable. For example, slogans about clean bathrooms or tasty snacks inject personality and leave a positive impression.
  3. Lead the Imagination
    By highlighting benefits—like spotless restrooms or fresh food—Buc-ee’s billboards help travelers visualize a pleasant stop, making their choice feel inevitable.
  4. Shift the Feeling
    The consistent branding and upbeat tone of Buc-ee’s messaging create a sense of excitement. Instead of thinking of gas stops as a chore, travelers start associating them with something fun and worthwhile.
  5. Satisfy the Critical Mind
    Even potential drawbacks, like crowded locations, are mitigated by branding that emphasizes quick service and availability. Travelers feel reassured and curious.
  6. Take Action
    As drivers approach the exit, the messaging shifts to urgency: “Don’t miss your chance!” This final nudge often seals the deal.
  7. Change the Association
    Through humor, trustworthiness, and consistent quality, Buc-ee’s has turned a simple gas stop into a destination travelers look forward to.

Enthusiastic Buc-ee’s fans show their love for Buc-ee’s at DragonCon in Atlanta

@i.kate.myself Another fun year at the Cult of Buc-ee shoot at DragonCon 2024! The cult is growing! Find us in the FB group, Cult of Buc-ee! #bucees #dragoncon #cosplay #atlanta #buceesgasstation #photoshoot #onesie #beaver #freshbrisketontheboard #dragoncon2024 #cult #cultofbucee #beaver #barbie ♬ Buc ees – Greens on Toast