Somerset haulier RT Keedwell Group says a major rebranding exercise across the business will help deliver higher performance in the future.
With eight different regional hauliers in the group, the firm has previously suffered from a lack of clear identity, says group commercial director Jon White. However, the businesses are now being brought under the group banner; they will all trade as RT Keedwell Group within the next six to nine months, with existing liveries phased out as vehicles are replaced, he says.
He adds: "We have always stayed under the radar and been happy doing that, but know that if we want to mix with bigger companies, then we need to create a bigger presence in the marketplace.
"We need customers to understand the strength of the business. Sometimes we have been guilty of underselling ourselves."
Alongside the rebranding, the firm is introducing a group-wide traffic management system from Mandata, which White believes will help break down any barriers between the individual businesses.
Keedwell is also looking to expand with an acquisition in the South-East and is searching for a suitable business of around 40 trucks.
It has invested £4m in new sites in Hull and Haydock, Cheshire over the past 18 months and bought a previously rented depot in Knottingley, West Yorks. Some 85 trucks have been added to the fleet over the last year.
The firm has unveiled turnover of £34m for the year to 31 October 2009, slightly up on 2008, with pre-tax profit marginally down at £1.1m; White expects both figures to improve during 2010.
