Branding
Everyday people everywhere are exposed to branded products, slogans and concepts. But what is a brand and why is branding important for courier delivery franchise owners?
What Is A Brand?
A brand name in the form of a word, slogan or logo is an identifier for a company. Some examples of famous brands in the world of package delivery include:
United Parcel Services
“Customer First, People Led, Innovation Driven”
Federal Express
“The World On Time”
Thomas Nationwide Transport
“The People Network”
Dalsey, Hillblom, Lynn
“Excellence. Simply Delivered”
Dynamic Parcel Distribution
“We all share the #Same Address”
Evri
“Evri one, Evri where”
De Sammensluttede Vognmænd
(The Consolidated Hauliers.)
“People who get things done”
The Importance Of Leveraging A Trusted Brand In The Courier Industry
A well-known brand can establish trust in the minds of customers as they will be familiar with the brand name and be aware of what the company sells, its reputation, and what they stand for.
From the list above, several logistics companies with brand names are known the world over.
UPS is known for its distinctive brown colour scheme, their Brown vans go by the moniker the ‘big brown machine.’ And their sponsorship of the Ferrari Formula One team and Golf.
FedEx is known for having revolutionised next day letter deliveries, sponsoring the UEFA champions league, Tennis tournaments and for producing hilarious adverts.
DHL is known for its sponsorships in Formula One, Moto GP, Manchester United and its distinctive yellow scheme.
Brand Elements
Brands usually contain the following elements, name, logo, tagline, graphics, shapes, and colours. Below is an example of the main elements of World Options brand identity.
Name: World Options
Logo Description: A spinning globe balancing on a ship anchor
Tagline: Be Global
Colour: Deep blue, light blue, white, grey and pink
Brand Awareness And Turning Prospects Into Customers
As seen from the examples above, companies with brand name recognition either via liveries, sponsorships and advertising possess the advantage of connecting instantly with potential customers, as the barrier of unfamiliarity does not exist.
Potential customers are more likely to purchase services from companies they are familiar with.
Brand Power And The Courier Industry
Businesses shipping items in the UK and to destinations abroad will be aware that they need to deal with delays and problems at some point. And for a company that ships regularly, brand familiarity and choosing a company that they know and whose services they are familiar with can go a long way toward converting a business into a customer.
The Power Of The World Options Brand
An example of demonstrating the power of a brand is World Options. For over 20 years, World Options has been a market leader in courier services, making available package delivery services from leading couriers. These couriers include UPS, DHL, FedEx, TNT, Evri, Palletways, ExFreight, etc.
And since 2012, World Options has also been on the leading courier delivery franchise networks in the UK and the US, Australia, Netherlands and Belgium.
For a startup courier delivery franchise, using an established brand name like World Options can be a significant advantage in building a business. Using a known brand name can build authority, trust and a positive reputation.
A business might not purchase services from a franchise if they were to know that the shipping services they are buying come from a startup, that may have been only operating for several weeks. By hanging onto the coattails of a well-known brand, a new business can establish instant trust and credibility and make the business appear to be bigger than it actually is.
Case Studies
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