The trucking industry is flourishing and this has resulted in the growth of many small carriers both in terms of size and volume. Therefore, those carriers with one or two trucks have a fleet of different size trucks. This calls for the need to be visible and be different from other big trucking companies. Therefore, a brand name is what can distinguish one carrier’s business from another and give recognition to the company. When it comes to fleet branding, there are several points needed to be considered:
Having a brand name both on the trucks or trailers as well as the name on the driver’s shirts etc., creates a winning impression in the mind of shippers and brokers. They feel that the carrier company they are going to work with is professional and well established. People remember a brand name easier than the carrier information or personal information. When they tell about a brand name to someone, the fleet brand gets established in the market and the word-of-mouth can help enhance the reputation.
When a carrier has a brand name, it is easier to recognize and spot the fleet brand. The brand name includes the logo as well as the color of the vehicle or shirt of the driver. The entire image is etched in the mind of people and it is easier to recognize. For instance, the UPS vans and Fedex Vehicles are easy to recognize and people know by the color also and can connect instantly. It is difficult to register a normal delivery vehicle without any color or logo. However, a color coded vehicle with vibrant graphic designs can be a head turner. Therefore, choose a name and color scheme in such a manner that it is in the mind of people and your brand gets instant visibility.
Match with your Business Mission
The brand name for your fleet should coincide with the overall mission of your business as well as match the promotional materials of the company. If your corporate office has a different logo with different color scheme and the fleet has different logo, it will create confusion in the minds of people. Therefore, the fleet brand should be synchronized with the company brand name.
Remember, your fleet brand name serves as your business card for all the prospective customers who give a first glance at your trucks. Therefore, having a consistent brand not only brings unity and professional look but also help attract new customers and retain them. So, a distinct and a catchy brand name go a long way in growing your business.
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