Smart Directions recognises the importance of a healthy, well functioning supply chain. We partner with trusted carriers to make sure that your business keeps moving, even when you decide to take time off to enjoy the good weather (all 45 minutes of it!).
We thought it would be good to look at some of the most well known logistics companies in the UK, and few are better known or recognised than British born haulage experts, Eddie Stobart.
Where did it all begin for Eddie Stobart?
Eddie Stobart bought his first lorry second hand from a local garage back in 1960. Over the years, he stood out for keeping his fleet clean, often doing so himself. By 1985, the fleet was holding strong at 26 trucks. Just five years later, the fleet increased to 300 in total, earning them the “Haulier of the Year award” for that year. Since then, the fleet has continued to grow into the thousands, all the while maintaining the good reputation of being both dependable and trustworthy.
How have they carved out such a unique reputation?
PR Moment recognised these integral brand qualities in an article written back in 2011. It served as guidance for up and coming businesses, but they’re qualities which are still incredibly unique in many ways.
- Visibility and recognition. You will not drive more than 5 minutes on a major road or motorway without seeing one of their distinctively branded lorries. We’ve mentioned before that Eddie liked to keep the fleet presentable, but he also took this approach to his drivers, who were each given a smart uniform, complete with tie.
- Likeability. An inherently informal business name (Eddie instead of Edward) and the added personalisation of naming each vehicle (following an old steam engine tradition) instantly paints the brand as friendly, approachable, and likeable – something embraced by a whole community who track each vehicle and buy merchandise.
- Engaging, conversational, memorable. Again, drive on the motorway, spot a vehicle, have a conversation and do your best to find out the name of that particular lorry. It’s a genius way to create a connection to a diverse audience. It really is all about the details.
- Connection was built to the brand and not the person. Like so many big brands, the connection we feel is not tied to an individual. That way, the legacy lives on, and so does the reputation.
This made us reflect on our own brand.
Since our formation, we’ve gone from strength to strength, with the clear objective of supporting small and growing businesses within Hertfordshire and the surrounding counties. After considering the Eddie Stobart brand very briefly in this article, we realised that our core value of offering a bespoke and cost effective logistics solution to any business, of any size and in any sector, is something that we want to strive to become our legacy. We want the experience for our customers and suppliers to be consistent, reliable and positive every time. We want to share our knowledge and expertise freely, so if you have a question, why not find out if we have the answer? Get in touch via our contact form or call us direct on 01442 507240. We’re here to keep business moving. Can we help yours?