Establishing Cohesive Branding Guidelines for Midwest Refrigerated Services (MRS)
Midwest Refrigerated Services (MRS) is a leading 3PL provider specializing in refrigerated transportation, warehousing, and value-added services. As MRS expanded its operations and reached a broader audience, the need for consistent and recognizable branding became evident. To address this challenge, the marketing team developed comprehensive branding guidelines, ensuring every communication reflects MRS’s core values and enhances its market presence.
Milwaukee, WI
2008
Warehousing, Transportation
400+
Challenge
Before implementing branding guidelines, MRS faced several challenges:
Inconsistent Branding: Different departments and external partners used varying logo styles, colors, and messaging, diluting the brand’s identity.
Unclear Voice: Marketing materials lacked a unified tone, making it harder to communicate the company’s values and mission effectively.
Scaling Issues: As MRS grew, maintaining brand consistency across multiple locations and digital platforms became increasingly difficult.
Results
Since implementing the branding guidelines, MRS has seen significant improvements, including:
Enhanced Brand Recognition: A consistent visual and verbal identity has strengthened the MRS brand across all channels.
Increased Efficiency: Pre-designed templates and clear standards have reduced the time spent creating marketing materials.
Stronger Employee Buy-In: Employees feel more aligned with the company’s mission, fostering a sense of pride and unity.
Improved Customer Perception: A professional and consistent brand presence has built greater trust and credibility with clients.
Process
The branding guidelines were rolled out in three phases:
Phase 1: Audit and Development: Conducted an audit of existing materials to identify inconsistencies and areas for improvement. Collaborated with key stakeholders to ensure the guidelines reflected the company’s vision.
Phase 2: Launch and Training: Introduced the guidelines through workshops and webinars, equipping employees with the tools and knowledge to apply them effectively.
Phase 3: Monitoring and Adaptation: Established a review process to ensure ongoing adherence to the guidelines and incorporated feedback to refine the framework.
“ The new branding guidelines have been a game-changer for our team. They’ve made it easier to communicate who we are and what we stand for, not just visually but through our messaging as well. Clients immediately notice the professionalism and consistency, and that’s helped build trust and close deals faster than ever before. ”
Zach K
Director of Transportation Sales | MRS
Conclusion
The development and implementation of branding guidelines have been transformative for MRS, providing a solid foundation for sustained growth and brand equity. By aligning all communications with the company’s values and vision, MRS has positioned itself as a trusted leader in the refrigerated logistics industry. This case study underscores the importance of cohesive branding in building a strong, unified identity that resonates with both internal and external audiences.