FROM SOUTHAMPTON TO GLASGOW: How can UK taxi drivers harness the value of their local taxi brand?
- Perry Richardson
- 12 hours ago
- 2 min read
When people think of licensed taxis in the UK, it’s often the London black cab that springs to mind.
But every city has its own version of the trade, with local vehicles, liveries, and reputations shaped over decades. From the cream-coloured cabs in Leeds to the black and white cars in Newcastle, the taxi brand exists well beyond the capital. The question is — do UK cities understand the value of these local identities, and are they doing enough to protect them?
In most towns and cities, the taxi trade is one of the most visible services on the streets. Cabs are seen at stations, airports, and city centres day and night. They often form part of the first impression for visitors. But unlike large commercial brands, most taxi services haven’t been built through advertising or marketing. They’ve grown through local knowledge, familiarity, and visibility. That makes them unique. But it also makes them vulnerable.
Each city’s taxi brand is shaped by its vehicles, drivers, and service standards. It’s built on trust and repetition. In many areas, passengers know what to expect when they step into a local cab. There’s a recognised level of professionalism, pricing transparency, and regulation. These elements are not easily recreated by newer entrants into the market.
Yet, many local authorities and trade bodies have not made full use of this built-in value. With the rise of ride-hailing platforms, passengers now have more options — often at the tap of a screen. But speed and cost are not the only factors that matter to customers. Safety, reliability, and local knowledge still carry weight. That’s where the taxi trade has an edge — if it’s promoted properly.
The challenge for local taxi drivers is to recognise and invest in their local taxi brands. It starts by understanding what makes each city’s trade distinctive and focus in on the unique selling points. Is it the colour and design of the cab? The knowledge of local roads and communities? The visible licensing and uniform standards? These features add value, but they often go unnoticed.
Marketing these strengths doesn’t mean copying commercial platforms. It means communicating the existing value in clear, modern ways. That could include local campaigns, digital booking improvements, or clearer branding on the vehicles themselves.
Ownership of the brand, as in London, remains a shared responsibility. Local authorities set the standards. Drivers deliver the service. Vehicle suppliers influence the look and functionality. Each group has a role in protecting and enhancing the public image. If any part drops in quality, the overall brand suffers.
To improve, the taxi trade in UK cities must also know its audience. For tourists, taxis are often a trusted point of entry. For local residents, they offer a regulated and accessible service. For night-time economies, they provide a safe and immediate transport link. These audiences each require different messages, but all benefit from a trusted local identity.
Every city has the tools to build a strong taxi brand, in fact in most cases it already exists, but just needs harnessing.
