Branding for a small trucking company is just as important as it is for big trucking fleets. It’s the way you will define your business, your team, and how the public views you. Basically, it’s establishing an “identity” in regard to your core business and its values.
When it comes time to develop your brand, first you’ll want to research the specific need you want to fulfill and find your place in the market. Understand your target customer and be aware of what will attract them to your brand. Be unique to your customer and offer them something that another carrier cannot do. Owner-operators have an advantage here as they can make themselves attractive to shippers by being original in creating an experience around their pickup and delivery. Small carriers and independents can be flexible and act on the needs of their customers. You’ll also want to know the competition so you can figure out what will set you apart from them.
Once you’ve done your research, it’s time to actually create your brand. Make your company stand out and be remembered by properly branding yourself. A lot of time and thought should go into what you name your company, what logo you use to represent it, what colors you will use, etc. Your brand is as powerful as you make it, but only works if you live up to its representation and symbolism. It should ultimately encompass your goals, vision, and scope and be referenced often to keep you in check with the goals you set out to accomplish during its creation.
Once you have a brand, market it. Create a website or utilize social media to show off your brand and what it represents. Let others know the services you provide, the background on how your brand was created, and the good work you’ve done for other people. Be honest when marketing your brand and don’t raise expectations or make false promises. Be clear and true to your values and always be truthful when communicating with customers so they know exactly what to expect from your service. Be proud of the good job and service you’ve provided to others and showcase it to let others know.
When you have a defined brand for your business, you can then tap into the emotions of those who share the same values as your company and the results can lead to higher revenue and stronger relationships. You may begin to receive preferential treatment and perks when visiting customers because they know you’ve done a good job and they believe in what you and your brand represent. You may get recognized, remembered, and welcomed based on the professionalism and hard work behind you and the brand you’ve created. If people like the service behind your brand, they will be loyal and continue to work with you even when others may offer lower costs or faster service.
The way you brand your company should convey what you want your business to be known for. Branding is more than just stamping a logo on your giveaway items and company attire. It’s really standing for something you believe in and showing your customers through actions that their money and time were well spent in relation to what they have received from your service.