Andy Green discusses why Eddie Stobart’s brand shines brighter than its competitors

The death of Eddie Stobart has highlighted one of the UK’s most idiosyncratic brands. The story of how a medium-sized haulage company, essentially offering the same product as its competitors, has become a much-revered British institution offers valuable lessons. Here are seven ways the story of Eddie Stobart can help other brands build their reputations.

1. Distinctive visibility.

Eddie Stobart ensured there was a consistent brand image for his vehicles, but other haulage companies have consistent brand livery. Admittedly, Eddie Stobart did stand above its competitors for making drivers wear smart uniforms and ties. Yet, even this cannot account for his outstanding brand awareness.

The very name Eddie Stobart is distinct without being too difficult to comprehend.

What ways can your brand be both visible and distinctive? You may not be in a position to change the name of a business, or its branding, but is there something you can add to how you communicate to make it stand out?

2. Likeability

One of the most potent factors in branding success and indeed, life itself, is the likeability factor. If Stobart had called his firm “Edward Stobart” would it have been so effective? The inherent informality of Eddie was reinforced by giving his trucks girls’ names, a variation on the tradition of naming steam engines.

While you cannot fake long-term likeability, it is possible to cultivate and nurture likeable features and characteristics for your brand.

3. Connectivity

The root core of any successful communication is creating a bridge between you and your target audiences. Everyone can relate to a truck with a girl’s name.

Connectivity was extended with developments such as the Eddie Spotters Club (with its 25,000 members). The club was created in response to consumer demand rather than as a result of a marketing master plan. What ways can you create a network within which your brand’s likeability can be enhanced?

4. Vibrancy

There are sufficient Eddie Stobart trucks to be seen on a regular basis, but not enough to make them a boring, ubiquitous sight. A healthy brand relationship needs to have a good level of interaction: not too much, nor too little.

What is the level of vibrancy of your brand with key audiences? How often do key targets get to see it?

5. Baby-step engagement

In order to be an Eddie Spotter all you have to do is see a truck on the road. A website with a range of merchandise caters for more dedicated aficionados.

Eddie Spotting is a way of enlivening an otherwise dull motorway journey. What quiet or dull moments could provide opportunities for your brand to engage with your fans?

6. Conversation value

Spotting an Eddie Stobart truck is the cue for a conversation about shared Eddie experiences. What talking points does your brand offer?

7. Brand mystery

Curiously, despite being one of the best known names in the country, Eddie Stobart kept himself out of the public spotlight.

This invisibility enhanced the brand; if you knew more about him as a person there is the danger of being able to pigeon-hole him and decide if you liked him or not.

In the same way that the formula for Coca Cola is allegedly a secret, what brand mystery can you tantalise your world with?