Branding for a small business is just as important as it is for big name companies. It’s the way you will define your business, your team and the public. Basically it’s establishing an “identity” in regards to your core business and its values.
Today consumers are very smart and can tell if you’re just giving a sales pitch or if your heart is really into what you are selling. When you have a solid knowledge of a defined brand for your business, you can then tap into the emotions of those consumers who share the same values as your company and the results can lead to higher sales. If consumers like your product or service, they tend to be loyal and will support your brand even when the competition offers promotions and discounts to gain higher sales.
There are some tips on how to successfully create branding for your business. First you will want to research your product/service and find your place in the market. Understand your customer and be aware of what will attract them to your brand. Know the competition and what will set you apart from your competitors in the market.
Each of us has a set of core values and character 
traits that define us in our beliefs, value and purpose. Consider your own character when building the brand for your business. Your business should reflect who you are and what you stand for.
Be honest when creating your brand. Don’t raise expectations and make false promises. Be clear and true to your values. Always be truthful when communicating with customers so they know exactly what to expect from your product/service.
Be unique to your customer. Offer them something that another carrier cannot do. Independent Owner Operator drivers have an advantage here as they can make themselves attractive to shippers by being original in creating an experience around their pickup and delivery. Small carriers and independents can be flexible and act on the needs of their customer.
Always offer your customer more value instead of lowering your rates. Be proud of the good job and service you provide. Branding is more than just stamping a logo on your give away items and company attire. It’s really standing for something you believe in and showing your customers through actions that their money was well spent in relation to what they have received from your product/service.