(Spoiler: It’s more than engines and tires)
Aladdin Companies serves owner-operators and small-fleet owners in the trucking industry with a unique, yet robust, niche of financials services, from equipment financing to invoice factoring and more. To put it simply: they help truckers get what they need.
Although Aladdin delivers more diversified services than most in their industry, their core business units of finance and factoring are more or less considered commodities. The company felt it could differentiate itself through its focus on relationships – and that was the premise of its engagement with Epicosity.
In fact, Aladdin’s written objective for this undertaking: build a kick-ass brand.
(We’re not making that up).
Understanding their pain points, we knew we had to help Aladdin build a brand that reflects them authentically, align their messaging and values with their diverse audience values and, finally, create something bold that differentiates them from the competition, but remains true to the work.
Same Name. New Roads.
Aladdin had experienced considerable success in its first 11 years. But a fragmented brand with different names for different service lines undercut its growth trajectory, Aladdin wanted to level up.
That started with unifying the kingdom. They gave serious consideration to ditching the name “Aladdin” for something new.
We counseled against that. To Aladdin’s credit, they were receptive.
The name is strong and evocative – and, thanks to insights from the Epicosity Intelligence Engine, brand archetype research and in-depth discussions (interviews with clients, focus groups, etc.), we knew it had direct appeal to one of the company’s most important audiences: Muslim truck drivers and fleet owners (a surprisingly large demographic; the devout in Islam must follow strict rules on borrowing money – i.e., financing their trucking business).
Aladdin already had a name with vast potential: what we needed to do was make their name mean something. Because a brand isn’t just a marketing tool. It’s a story you tell about who you are and who you want to be. It’s a lifestyle.
Your brand lives first within your employees. That goes for any company.
Team members are the foundation in which you’ll launch your vision to the rest of the world. Aladdin dedicated serious resources, energy and time toward crafting a branded visual system to get them ready to stand out in the crowded factoring market.
To achieve internal buy-in and create true brand ambassadors, Aladdin let their employees know how important they are to the shared success of the brand launch. They brought them into the discussion and explained the why, how they’ll be impacted along with existing customers.
All of that homework and upfront collaboration paid off with a gritty new brand that makes a statement: Aladdin isn’t just a trucking company – it represents the facilitation of a particular, lifestyle, uniquely rooted in the American dream.
The Aladdin logo consists of a falcon icon and a scripted word mark. The logo combines a traditional American feel with contemporary flair with the icon and typography to convey a feeling of freedom and aggressive pursuit of the goal that is the American dream.
Aladdin opens up roads for its partners – and they needed their brand to communicate that fact. That’s why the new Aladdin represents the things their partners value:
We gave Aladdin the tools to launch and maintain its brand – starting with internal audiences. The best way to sustain a marketing campaign is by creating passionate employees who embrace the company’s identity.
That’s why we recommended a two-phase approach to the launch, the first of which showcased the brand internally and create buy-in. After that, it was time to let the bird fly.
As a result of all this hard work, we helped create a new, more confident, authentic Aladdin. They’ve changed the way they talk about themselves, empowered their clients and have limitless potential to attract new customers.
With this new rebrand in tow, the future, like their new mantra, is truly boundless.
And you can be too. Connect with Epicosity Vault Brand Ambassador Nikki Doherty today and discover how you can take your brand to the next level.