Edge has once again been published. Western Canada Highway News magazine, western Canada's official trucking industry magazine, requested an article focussing on branding for their special report "Improve Your Business" for the spring 2010 issue.
Below is the article that appeared. We'll post our '9 Advantages of Branding' sidebar shortly.

Branding defines who you are: how the client and general public sees you and what they think when faced with you.

The trucking industry is like most. There is much competition and the services offered can easily be reproduced by a competitor. Trucking companies that are most successful, typically have developed a strong brand. Their brand will communicate why a potential customer should choose them over a competitor.

Edge Business Strategies works with many industries, and when it is time to brand a client, the methodology is similar. Researching where a client currently fits within their industry; deciding the client's niche; setting out a list of objectives that the client wants to achieve through the branding process.

Many times, what's being communicated is not unique to the company. They have chosen to focus on a positive aspect of their industry, communicate it and 'own' it as their own. Anytime that a company has a strong brand and position, they soon will be seen as a leader in the marketplace.

When branding your identity, it is not just the customer who will notice and respond positively to the new messaging. Existing employee morale and loyalty will be increased as well. The brand will unite the family of employees. Well developed brands attract and retain the strongest employee talent. Players within the trucking industry already know the importance and ongoing struggle of growing their companies through attracting, retaining and utilizing the talent of their employees. Edge offers solutions to companies' HR-related branding objectives.