I find myself in a unique position of being able to speak not only to marketing but also to the logistics and supply chain industry—which I worked in for ten years. I reckon it’s a great thought exercise to apply a marketing and branding lens to the world of Logistics and Supply Chain Management (LSCM).
The Three Universal Struggles
Before diving into the industry specifics, it is worth recapping the top three things most people struggle with regarding branding and marketing:
- 1. Confusion: There are too many platforms and buzzwords. Establishing the right mix of channels (LinkedIn, newsletters, events) is a job in itself.
- 2. Consistency: Scaling a brand is hard. Many struggle to use the correct assets across an organization, post on a regular schedule, or maintain a consistent tone across different platforms.
- 3. Content: Most businesses overlook their goals and create "ads dressed up as organic posts." Content fails when it doesn't offer genuine value to the audience.
Supply Chain-Specific Struggles
Nodes are not findable
Clients looking for an operator or a specific service often cannot find them online. This isn't just a problem for consultants; it covers trucking companies, 3PL providers, freight forwarders, and packaging suppliers. If you aren't findable, you aren't an option for tenders or small operators looking for side-hustle suppliers.
They are not recognizable
Even with a solid track record, many supply chain companies don't present themselves in a compelling way. Their branding isn't recognizable, which directly impacts trust and the perception of their credibility.
Why Invest in Supply Chain Branding?
Presentation & Control
Your visual identity is the means of recognition. As organizations grow and systems become more complex, your original message can spiral out of control. Investing in branding ensures you maintain a consistent narrative even as you scale.
Safety
Building a brand on only one platform is dangerous. You don't own the platform and you can't control the security risks. Brand strategy is an investment in diversifying your presence so you aren't reliant on a single channel.
Scale & Consistency
Growth brings new points of failure—like losing the original logo files on a random hard drive. Brand systems support development by ensuring everyone in the business has access to the latest tools and assets, keeping the message uniform.
Perception
This is the single biggest reason to invest. Nuances like scale and consistency are all about being perceived as more trusted and credible. Whether you're sharing expertise or running unique campaigns, it’s all about the story you tell and the brand you build.
Click through to Part 2: The Three Biggest Opportunities in Supply Chain Branding.