Branding is one of the most daunting parts of starting a business, but it also offers the biggest payoff. Creating a clear and cohesive trucking brand strategy before deploying your first fleet will help you focus on your organization’s mission and vision. 

A strong brand allows you to develop name recognition and build your reputation. You can successfully use branding to set yourself apart from your competitors and draw more customers to your company. In this article, you will learn:

  • What freight branding is
  • Why branding is important for trucking and freight com

Boost leads and sales for your trucking, warehousing, or logistics business with online marketing tools and advice.

‌‌What is freight branding?

‌Freight branding is the practice of defining your company’s identity to establish it in the minds of your customers. Your business is more likely to stand out from its competitors with a recognizable logo, color scheme, mission, vision, and website.

For trucking companies, one of the most recognizable elements of your business is your fleet. Displaying a memorable logo prominently on trucks as they successfully deliver packages is a large component of your freight brand. But your branding should carry through to digital marketing as well.

Why is branding important?

‌Trucking and transportation are an essential part of many businesses, and it’s a crowded industry. Having a well-defined brand helps you stand out from the competition. Cohesive branding helps people find you more easily on the internet, social media, or the road.

A successful brand will communicate to customers that you are the right company to meet their needs. ‌To accomplish this, you’ll need to:

1. Develop your strategy

‌To successfully brand your trucking company, you need to have a strategy in place. A strong brand strategy will inform every part of your brand, from your logo to the content you publish as part of your digital marketing. Factors to consider when creating your brand strategy include:

  • Defining your value to customers
  • ‌Competitive analysis
  • ‌Developing your voice
  • ‌Defining your target audience

‌Define your value

‌The first step is to determine what you offer to customers. Start by making a list of your company’s offerings. Identify the problems that you solve for customers and why your services are valuable. 

Are you committed to fast deliveries? Do you transport unusual or hazardous materials? Knowing what you offer will help you communicate it to customers, and it will help you target the right partners.‌

Competitive analysis

‌Do some research on the top competitors in your market area, so you know how to differentiate your company. Look through their marketing materials, customer reviews, website, and social media pages to see what they offer as their differentiator. 

Understanding the competition will help you decide how your trucking company differs from your competitors’.

Develop your voice

‌Your brand voice will direct your print and digital marketing efforts. All marketing channels should be consistent. They should be written in a similar tone so they can be easily identified by customers. If your website is written in a more casual tone, your social media should not be full of jargon or be overly professional. 

When writing your brand strategy, brainstorm different personalities for your business. Write sections for your website and a sample blog post with different tones until you find the one that fits. Aim for a voice that speaks to your target customers.

‌Determine your target audience

‌Knowing the value that you provide to your customers will help you determine your target audience. Other factors include your delivery radius and the types of goods that your company can deliver. 

Do you only deliver within one metro area, or do you deliver nationally? Can you safely transport perishable goods? Answering these questions will help you hone your customer base and develop a brand identity that speaks to them.

2. Develop your brand identity

‌Once you have successfully created a brand strategy, you can have fun tailoring your brand identity. In this step, you will design your logo, color scheme, letterhead, business cards, fonts, etc. 

All of these elements should be consistent across print and digital media. Your website, business cards, and even the trucks in your fleet should all look the same so that people can identify them as yours.

  • Choose a color scheme
  • ‌Design a logo

Choose a color scheme

‌Competitive analysis comes in handy when you’re creating your brand identity. For example, many people worldwide associate brown trucks and uniforms with UPS. Stay away from using this color in your branding because it could confuse potential customers.

‌Start by creating a mood board (a collage-like compilation of the visuals and phrases that represent your brand) or looking through different designer profiles on Pinterest to get ideas for your color scheme. Narrow it down to a few schemes and then test them by creating different variations on your logo. If you can’t decide, poll your employees, friends, or colleagues in your industry.‌

Create a logo

‌Use the information in your brand strategy to create your logo. It should subtly communicate your value to customers, and it should be easily identifiable. If you’re intimidated by graphic design, Constant Contact offers a LogoMaker tool that makes it easy to develop your logo.

3. Market your brand

‌After you have created your logo and color scheme, you can start marketing your trucking company. Create your business cards and deck out your fleet with your new logo. Then get to work on your digital marketing strategy.

  • ‌Create a website
  • ‌Create social media pages
  • Start an email list‌

Create a website

‌Your primary marketing tool is your website. Your trucking website should include at least four pages – your Homepage, the About page, the Services page, and the Contact Page. It should be mobile-responsive so people can find you on phones and tablets. Use the color scheme and logo that you developed in step 2 to design your site. 

Constant Contact’s website builder tool is easy to use and lets you make a professional website without extensive coding or design experience.

Create social media pages

‌Having a social media presence will help you build your brand. Not only does social media keep your company high in search engines, but it also helps strengthen your brand voice. Creating posts that align with your brand identity helps cement your brand’s image in the minds of potential customers. Social media also lets you build relationships with your clients.

‌Start an email list

‌If you’re new to the trucking business, you’ll need to set up an email list. Start by attending a few networking events for small businesses and collecting business cards. Keep in mind that you’ll need to come up with an incentive to get people to sign up for your mailing list. Popular options include coupon codes for discounted service or entry into a giveaway. 

Spread the word about your trucking company and direct people to your website. Add a feature to your website that lets people sign up for your email. Once you’ve built your list, you can start creating targeted emails for new customers.‌

Next steps

Branding your trucking company can sound daunting at first, but it becomes manageable when broken down into the steps listed above. With your branding set, you’ll be able to communicate your value to customers effectively. Creating a brand identity and marketing materials based on your values will help you build a brand that stands out.

‌Learn more about freight branding in The Download: Making Sense of Online Marketing.