We were challenged to deliver a new face to a company that has itself, delivered great sales, service and results to the transportation industry for more than 50 years. They felt their brand wasn’t expressing the excellent customer based service that they delivered to their clients. Our task was to identify what their Brand Equities were, then adjust/present an effective Brand and Marketing Communication Strategy.
After a thorough Brand Audit where we talked to their customers and suppliers, we learned that their perceptions in the marketplace were in fact true, but their brand wasn’t delivering that perception. Their service was outstanding and their customers confirmed this. Though the rebranding process, we developed the tag line, “Customer Driven” which revolves around what drives their business success… their customers. This became the basis of their messaging strategy. We featured key employees that customers knew and trusted in the new advertising and on the side of the trucks, because when it comes down to it, the people are as important, if not more, than the products in their successful business.