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Parcel Brand Strategy

What is a Brand Strategy?

As a shipper, you likely already know that your brand strategy is closely related to your parcel strategy. Why? Let’s review the basics.


What is a Brand Strategy?

A brand strategy is a coordinated effort to direct and control the overall public perception of your business, specifically these are efforts that highlight your service(s) and set you apart from competitors as unique. Strong brand strategies rely on experiential tactics to create lasting and positive impressions for longterm success (aka brand loyalty). Sound familiar?


What is a Parcel Strategy?

A parcel strategy is a coordinated effort to direct and control the delivery of your product(s) to your consumers, primarily with a twofold purpose: 1) to optimize resources and reduce costs, and 2) to yield a positive shopping experience for your consumer that is likely to turn customer satisfaction into customer loyalty (aka brand loyalty).

Each plays a vital role in the relationship your consumer has with your business. While your brand strategy often sets up expectations and commitments, think of your parcel strategy as an experiential tactic that helps validate those expectations and commitments (almost like a last mile delivery partner for your parcle strategy).


Not All Strategies are Equal

It’s important to understand that the relationship between your brand strategy and your parcel strategy is a symbiotic one. But this also means not every strategy is equal – some are more convenient to your business (requiring less investment and money), while others may yield greater wins with your consumer (but cost more time and money). At GMT, we work hard to understand both your business and your existing parcel network – inside and out – because the two most important guiding factors to both your business and parcel strategies are: 1) the foundation your business sits on, and 2) the wants and needs of your consumer.

Ask Yourself: Is the ROI of implementing a wildly new TMS/WMS that requires a complete overhaul of your existing infrastructure the same as seeking additional carrier support or new carrier contracts to yield greater access to Big Data? Again, the answer largely depends on the previous two factors.

Understanding what your consumers want, while also keeping in mind what’s realistic and achievable without hurting your operations, will likely yield the greatest success for both your business strategy and your parcel strategy.

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