Together, poor communication among the three trucking units and natural employee turnover had eroded Bennett’s safety identity over time. To make matters even worse, the tenured executives had worked with the company so long that they had grown blind to the bigger picture, stagnating opportunities for improvement. Once HeavyDuty Branding uncovered the inconsistency among Bennett’s associates, we knew that we needed to build Bennett’s safety brand from scratch.
Understandably, the tenured executives were not pleased to hear the research findings and challenged them. Thankfully, the other members of the Bennett Safety Board knew that Bennett’s safety message was broken and needed to be fixed, and armed with the research, they convinced Bennett to dive into a new brand identity.
HeavyDuty Branding then presented the board with an 18-month strategy to reintroduce the gravity of safety to all of Bennett’s current employees, trainees, independent operators, and field agents. Once the company internalized the safety identity, the next part of the plan was to communicate the message with customers and prospects.
We also developed varied communication tactics with specific metrics to track results throughout the process. Once the board gave its approval, HeavyDuty Branding created a marketing calendar for the 18-month period, which we still