Freight Broker Agency Brand/Identity

I got great assistance a while back on my "broker requiring 20% commission" question, so I thought I'd bring question # 2 to the board today.

We're actually up and running right now, although that translates to having made less than a hundred calls over the course of two weeks. My business partner and I are taking it slowly since we're both new to freight brokering and sales in general. But I'll have to say it's been great so far.

My question has to do with our agency's brand. The school we completed, along with a few other big name schools, encourages their graduates to create their own brand - separate from their broker (usually affiliiated with the school).

In this case they all instructt the agent to introduce themselves as agents for XYZ Broker, but after the initial call to use the agency's email and let the customer know about their own website. Of course,the shipper's and carrier's packages along with all the usual broker back office work is done by the broker.

But other schools say to not do this. You are only and exclusively to do business as Jon Doe, agent of ABC Brokers. To do otherwise you risk confusing the shipper or worse making them think you're doing something underhanded.

I wanted to get your thoughts on this. I'm hoping that this posting will give me a heavy majority of opnion in one direction or the other.

thanks!

 

Thanks! Actually we were thinking of turning some of our prospecting calls into asking just this question knowing it might doom us from getting that prospect as a customer.

Also going to send the question to some recruiters.

Thanks again PPDCT.

 

Couple of clarifications. The "school" places you in "their" affiliated brokerage as an agent. Both the school and the brokerage are fine with, and encourage, you as an agent to operated your agency under your branded company operating under their authority.

Here is an example from a graduate from loadtraining in PHX: Francy Logistics

This website is what I'm talking about when I say the agent operates under their own brand. You'll notice that they are Fancy Logistics, operating under Truckalocity brokerage.

I completed a course at a different school. They also encourage me to do this. I'm concerned that customers might be put off if I come at them with 2 different names.

Does that help to clarify?