Eine Bühne aus Containern
Every company contains a universe of stories that are just waiting to be told. The logistics industry, which is often perceived as dry and monotonous, also offers great potential for enriching its brand identity with captivating narratives. Despite its central role in our everyday lives, logistics has a dusty image. The associations range from container loads to traffic jams and environmental pollution. But beyond these stereotypes, the sector hides a world full of exciting events and stories. We present best practices from the industry.
At the heart of FedEx’s corporate philosophy is the “Purple Promise,” an iconic promise that represents not just a color, but an attitude. It is a serious commitment to treat every parcel with the utmost care – as if it were the only parcel that matters. This principle is brought to life by stories of employees who often achieve incredible things. Stories that show employees as heroes who go above and beyond to deliver on this promise emphasize the human side of logistics and the importance of each individual’s contribution to fulfilling the company’s mission. Such experiences not only strengthen the bond between employees and the company, but also customer loyalty, because behind every successfully delivered package is a journey of commitment and passion.
DHL, one of the world’s leading logistics service providers, has launched the GoGreen program to reduce CO2 emissions to zero by 2050. The initiative includes the use of electric vehicles, sustainable fuels for aircrafts and the optimization of supply chains to reduce emissions. This environmental advocacy story can deliver emotionally engaging content that shows how logistics companies are actively contributing to the fight against climate change.
The UPS Foundation demonstrates its commitment to humanitarian logistics through rapid response to natural disasters and sustained support in development programs, particularly in the distribution of vaccines. The stories that emerge from these missions convey a strong sense of connection and show UPS as a company that uses its resources and expertise to help in times of crisis and actively fulfills its social responsibility. By sharing these experiences, UPS not only strengthens the emotional bond with its audience, but also emphasizes the importance of each individual contribution to the company’s mission.
The above examples show: The logistics sector can get rid of the dust. The people behind them offer endless potential for an exciting brand story. Whether outside or inside the company – the main actors of logistics companies can be found in many different ways. A brand can inspire an international audience of millions by focusing on the authentic people behind it rather than on investors and potential buyers. Even otherwise hard facts and complex technologies in the logistics industry find a stage through the power of stories. This does not even require a multi-channel strategy. A targeted approach on just one strategically selected channel is completely sufficient in certain industrial and production niches.
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