QMC Logistics

How a rebrand gave QMC Logistics the ability to win over $10M in new business.

Background

QMC Logistics is a national refrigerated transport company offering end-to-end supply chain management.

With a reputation as one of the most-trusted meat transport companies, the formerly known Queensland Meat Carriers entrusted DSR Branding to conduct an entire brand refresh.

For Scott Davidson, Managing Director of QMC Logistics, it was not having the right collateral for happy customers to pass onto their bosses. QMC had an army of loyal supporters at the coal face, but high level key decision makers in large companies weren’t connected to those in their organisation enjoying the QMC service. When it came time to appointing suppliers for jobs, QMC – despite being well loved by users and over-delivering on service – would be overlooked for other transport companies with shiny marketing collateral and an online presence that ticked all the boxes.

Challenge

The challenge was to create a brand image that retains trust while best representing a leading logistics company.

Solution

We changed the name from Queensland Meat Carriers to QMC Logistics, after extensive interviews revealed people already called them “QMC”.

The “snowflake/compass” icon represents refrigeration and their willingness to deliver anywhere across Australia.

The new brand positioning, “Delivering Confidence”, was born out of the feeling their customers have when booking freight with QMC. “When I book QMC, I know it will be delivered on-time.”

Results

Following the rebrand and development of Sales & Marketing pitch documents, QMC Logistics went on to win over $10M in new business.

“DSR’s engagement with my staff, customers and suppliers has been of the highest standard and their willingness to truly understand the underlying DNA of our business has provided us with a brand and brand strategy which propels us to the next level.”

Testimonial

“Rebranding, redefining and repositioning our long established business was a daunting task. Our culture and our reputation in the marketplace are on display every day, and have been forged over many years. Change can cause much uncertainty and trepidation to employees and customers.

Dan Rowell has so easily captured the unique attributes of our business, and has developed not only a strong and impressive customer facing product, but has also provided us with a suite of goods which support our day to day activities.

DSR’s engagement with my staff, customers and suppliers has been of the highest standard and their willingness to truly understand the underlying DNA of our business has provided us with a brand and brand strategy which propels us to the next level.

From developing marketing tools through to supporting our communications strategies, DSR Branding has become an integral partner of QMC Logistics.”

Scott Davidson, Managing Director - QMC Logistics
Back to all Cases →