Across almost every industry, branding is the differentiator between one product or service and its competitors. However, there's one that has been a bit of a holdout for some time now, and they're just starting to get around the importance of the discussion – the shipping industry.
Is branding really important to shipping companies, though? Let's investigate.
The importance of the brand
A brand has become a lot more than recognisable colours and logos. True, if we said red and yellow, you'd probably immediately think McDonald's, likewise, if we said green and white one of the first companies that would spring to mind would probably be Starbucks. But what do you think of when you envision those brands? Perhaps there's now a rumble in your stomach, or you're felling under-caffeinated. Beyond that, these are brands that you've likely come to trust as a source of tasty food and drink.
The fundamentals of a brand come from the business core values and does everything in its power to attract loyal customers – even on the back end of the business, like in shipping.
The shipping industry catching on
London International Shipping Week plans to discuss the power of the brand in a panel of experts run by Nick Blythe, Executive Director for leading global marine and energy at BLUE Communications.
25 per cent of purchasing decision-making process comes from – you guessed it – brand.
"Over the past 10 years, many companies that span the shipping supply chain have realised the importance of having a positive reputation; that it genuinely matters in business what people think of you. It sounds simplistic but if people like, trust, respect and relate to your company, they are far more likely to buy from, work for, work with, and invest in you," explained Mr Blythe.
But for those who think brand doesn't have anything to do with the shipping industry, consider this. Mr Blythe further explains that in the transport and logistics sectors, 25 per cent of purchasing decision-making process comes from – you guessed it – brand.
Branding in the shipping industry should be easy. That's why Eco Pallets gives you the opportunity to rebrand pallets to correspond with your own branding needs. No matter the size of your order, we are here to personalise it, making your external and internal branding one cohesive story.
To learn more about how branding has an impact on sustainable shipping contact our team today.