Branding isn’t the first thing that comes to mind when you think of the trucking industry. The main aim is to transport goods from one destination to another, and that’s the most important thing. But, while that’s what you do, branding determines who you are.
Branding isn’t limited to your logo and color palette. Instead, it reflects the way your customers and other consumers view your company. By actively getting ahead of your branding, you can determine the narrative around your business rather than your customers. Doing this will help you stand out in a crowded market, build trust, and generate more business.
Here’s why branding is necessary for gaining bigger, better clients.
1. Branding Creates a Competitive Edge
How many other trucking companies are you up against every day? Tens? Hundreds? Thousands? With so much competition on the roads, it’s important to stand out if you want to create a business with longevity and loyal customers.
Your branding helps set you apart from other trucking companies and create a visual persona of who you are.
Think about the ways you can differentiate yourself from your competitors – are your staff required to wear branded uniforms? Are your deliveries always on time? Do you go extra heavy on the customer service side of things?
Listing out the ways you are not like your competitors helps you position yourself in the market and make deeper connections with potential buyers.
2. Branding Builds Trust
Trust is the key to sales. The more a prospect trusts you, the more likely they are to invest in you over a competitor, regardless of whether you’re the cheaper option or not. Trust is the backbone of a sustainable business, and having a solid brand that knows exactly what it is and what it does helps cement that much-needed trust.
Your brand not only dictates how you look, but it determines how you treat your staff and customers, which is an important driver in the sales process (no pun intended).
In fact, according to one report, 55% of buyers are more likely to trust a brand that has a valuable product and treats its customers well.
D&D Transportation Services share their brand values on their homepage which instantly works to build trust with buyers.
3. Branding Gets You Recognized
Imagine you’re out on the road and are stuck in traffic. Are you going to pay more attention to a non-branded truck with no indication of who the company is or a bright orange Schneider truck with the brand logo splashed across it?
We’re willing to bet it’s the latter. Having a recognizable brand ensures you’re kept front of mind. When a potential buyer spots you on the road they might not have an immediate need for transportation, but later down the line, their company might need help shipping their latest product and you’ll be the first company they turn to.
How to Build Your Trucking Brand
As we mentioned before, branding is so much more than an eye-catching logo and a consistent color scheme. Building a brand is about what you do as well.
Here are some tips to get started:
Create Valuable Content
In order for potential buyers to trust you, they need to know that you’re the best company for the job. This means showing your expertise and positioning your brand as an industry leader. You can create blog posts and content that reflect your values and provide quick solutions to the most pressing pain points your customers have.
Schneider has a knowledge hub on their website where they regularly post valuable content for their buyers.
Brand Your Visual Content
While your brand is more than looks, they do play a big part in making sure you’re memorable. When someone sees a piece of content from you, they should immediately recognize it’s your brand by the color scheme, slogan, or branded images.
A successful brand is built over time, not overnight. The key is to remain consistent with your content and brand to ensure your messaging stays the same at all times. Fail to do this, and your brand will become confusing and you’ll instantly lose the trust you worked so hard to build.
Other Branding Insights for Trucking Companies to Consider
Trucking companies differ from many other companies in that their brand is regularly seen on the road and is often associated with the drivers who play such a huge role in the business.
Because of this, it’s important that every member of staff is aware of the brand and what it means so they can reflect this in every interaction and journey.
- How your drivers dress – do you have a branded uniform they need to wear? Do they need to dress smartly? Do you have any restrictions on clothing?
- Where your logo appears – it’s not enough to just have your logo on your trucks. Instead, make sure it’s visible on all company correspondence, like invoices, emails, payment confirmations, and order sheets
- Whether you want a company tagline – this is an extension of your brand and makes it easy for potential buyers to understand what you’re all about
- The condition of your trucks – your trucks are essentially your brand on the road. To send out a good impression that aligns with your brand, make sure they’re in good condition
Brand Your Trucking Business
As you can see, branding helps trucking companies get ahead of their competition and turn one-off buyers into loyal customers. It goes much deeper than just a logo and color palette and instead encompasses your brand values, your morals, and the value you offer customers.