More than four decades after Roger Penske purchased a small car and light truck rental business serving eastern Pennsylvania, Penske Truck Leasing had become a multibillion-dollar operation, located in more than 1,000 cities around the globe. But new markets brought new competition, and the company struggled to articulate not only the full breadth of its value, but also the heart and soul underneath its leasing, logistics and rental services.
Looking to create a brand strategy that combined Penske’s professional excellence, their commitment to customers and their focus on innovation, we crafted the new brand promise, “People helping people move ahead.” This promise inspired the company’s new visual identity and core messages for each of Penske’s product lines.
Penske Truck Leasing now needed to ensure that all employees across its vast network could become brand ambassadors. We developed detailed voice and style guidelines to explain how Penske employees should communicate. We also drafted a new Code of Conduct to clarify how they could “live the brand” every day. Finally, working closely with Penske leadership, we developed a set of comprehensive performance guidelines that were used to inspire and evaluate all 18,000 Penske Truck Leasing employees.
Penske’s updated brand strategy captures the energy, warmth and personality of the company. By creating a brand around the concept of “People helping people,” Siegel+Gale enabled Penske to go beyond superficial changes of look and feel to fundamentally alter the basics of how it does business: from the kind of people they hire, to how those people work, to how they interact with their customers.