Brand Positioning for International Shipping Companies

Making Consumer Goods & Manufacturers "Cool" Again

Huronia Spiderman, the one and only web spraying international branding and PR superheroes who swing from case to case, putting villains in their place and helping our clients rise to the top of the pack.

Well don't we have the inflated ego? Sure, perhaps we do think highly of ourselves, but hey, if you helped a Chinese branch of a major U.S shipper increase corporate account sign ups by over 400% in one quarter alone, wouldn't you also have a chip on your shoulder?

Huronia Spiderman is all about taking on big challenges and sometimes these challenges present themselves in the form of non-traditional industries looking to disrupt how business is done. This might now sound that scary, but believe us, when the industry is an age old one that has barely changed in how it functions for thousands of years, then you have your hands full.

Shipping: From Old to New



One of the most most challenging industries for us has been shipping. Where creating a brand matrix for a fashion ecommerce titan is simply a matter of analyzing demographics and fashion trends, getting a shipping company to increase its brand perception and thus business, requires a whole new way of looking at branding and PR in particular.

When was the last time you saw a SuperBowl style advertisement for a shipping company? Can't remember? Well, that's because as a consumer you don't have international shippers at the forefront of your memory, but what if we told you that for the last 10 years there have been one big international shipping company commercial in each of the SuperBowls? From UPS to Fedex and DHL, they always subtly slip their brands in some of the most viewed television in America.

Here is one of the home-runs that Fed Ex hit during the 2006 SuperBowl:


Given that you don't remember the commercial specifically, do you have a favorite shipper? If so, have you ever asked yourself "why" you like FedEx or DHL so much? Is it the color of their logo? Is it because they always deliver your products on time and in good condition? Do they simply have good reputations for quality and that is why you prefer them?

All of these can be answered by how these brands approach branding. In terms of actually shipping from China to the USA, the brand may not be a viral one on Facebook, but you definitely have a name in mind should you want to ship something, whether it a Christmas present to a former exchange student friend or two tons of fidget spinners fresh from the factories in Hangzhou.

Brand Positioning Can Be Subtle Yet Deadly



Okay, we kid, we don't want our branding to be so good it kills anyone, however what we're getting at here is the fact that positioning a brand, even in an entrenched and "traditional" industry like global shipping, is a critical aspect to any companies larger marketing strategy it cannot be ignored.

If you rely solely on large contract orders and are content not growing your business then we are sorry to break the bad news to you but your business will not last. Your competitors are always working to overtake you and if you rest for just a short period of time they can snatch up market share like that.

If you are at the top of your game you have to continually push yourself and thus your brand to be the best it can be and to stay at the forefront of consumers minds whenever they are making purchasing decisions, from buying consumer goods online to shipping inventory around the world.

Huronia Spiderman, yeah, so what we have a bit of a whacky name, we work hard and we get results and we never take no for an answer; that's why we chose Spiderman for part of our brand!

Whether you are looking for simple consulting, or you want an agency to plug into your own in-house PR department or you want to outsource your entire branding and PR strategy then please please do get in touch with us today. We are ready for action and will happily give you a brand positioning and competition overview report completely free of charge. So pick up the phone and give us a call. You know you want to.. our spidey senses tell us so!

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