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Building a Brand for the Trucking Industry

Posted By John Hausladen, Friday, August 1, 2014
Updated: Monday, November 3, 2014
Your Favorite Brand? – We live in a world of brands. Visually, a brand is that set of symbols and words that represent a specific product or service. But brands are much more. Those graphic images elicit a set of memories, relationships and expectations.

The Nike “swoosh” contains the implied promise of jumping higher or running faster. A white “F” on a blue background (Facebook) offers connecting, news and friendship. The McDonald’s golden arches convey …. I’ll let you fill in the blank on that one.

Brands Exist in Other People’s Brains – The tricky thing about brands is that we don’t really control them. We just do our best to shape them. Your unique trucking company brand is something that resides in the brains of your customers. It is THEIR experience of what you do and offer, not what you think you offer.

MTA Has a Strong Brand – During our most recent Regional member meetings we conducted a one question survey of our attendees. It read, “What is the word or phrase that comes to mind when you think of The Minnesota Trucking Association.” We asked the question before we jumped into content to not influence the results.

The two themes that popped up repeatedly were “voice” and “helpful.” That’s the MTA brand to those XXX surveyed. We serve as their voice to the non-trucking world and assist them in running their trucking business. I’ll take those results!

Non-truckers think the same way, at least based on their behavior. When the biodiesel mandate jumped to 10% on July 1, the MTA was sought by the media for interviews. They believed we spoke for truckers (voice) and that we could give them accurate information (helpful).

Our brand helped us secure coverage in every media outlet, including a major opinion piece in the July 3 issue of the StarTribune by our chairman.

Join in Building the Trucking Industry Brand – I am proud to announce that the MTA Board of Directors has committed to building our industry brand through the new Trucking Moves America Forward (TMAF) movement. The MTA has pledged to contribute $5,000 over the next three years to this exciting new effort.

It is easy for your company to join … at no cost! Our website has all of the digital materials you need to integrate the TMAF images and messages into your company brand. Add it to your letterhead, business cards, email signatures, websites, marketing pieces and more.

Industry-wide use of these materials will help us continue to build a strong industry brand: safe, responsible and essential to our quality of life.

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