Competencies utilized:
Stakeholder research | BrandDemand Strategy and Planning | Brand positioning and messaging | Content audit and gap analysis | Brand message development | Demand generation strategy and planning | Creative concepting and execution | Content development | Program measurement and optimization
BNSF LOGISTICS is a subsidiary of Burlington Northern Santa Fe, LLC, a Berkshire Hathaway company, who provides third-party logistics (“3PL”) services to large and diverse group of U.S. based customers
The challenge
The logistics space was saturated with similar offerings. However, customer research revealed two key insights for BNSF Logistics:
Without a clear, cohesive brand, BNSFL risked losing credibility, limiting demand for their solutions and missing growth opportunities. BNSFL needed more than just a refreshed look—they needed a strategy to clarify their point of difference, instill customer confidence and inspire action.
Our solution
Rounding out the customer research learnings with a competitive brand audit and gap analysis, we reimagined BNSFL’s brand position to distinguish them in the marketplace. This foundation fueled a revised brand strategy, including personality, tone, brand story, key messaging and visual language—all memorialized in a new set of brand guidelines.
To address customer confusion and create better separation from BNSF Railway, we also refreshed BNSL’s logo. This included retaining its distinctive icon, downplaying the emphasis on “BNSF” and placing more graphic weight on the word “logistics”.
Bringing the refreshed brand to life
With the refreshed brand strategy elements in place, we set to work activating the BNSFL brand, building credibility and trust to drive engagement.
Given the disposition of today’s self-directed buyers, we focused first on revamping BNSFL’s website—streamlining the navigation, creating new content focused on customer and prospect pain points and showcasing the brand’s three key differentiators:
Leveraging brand to drive demand
The activation strategy consisted of a series of top-of-funnel, geo-targeted display ad campaigns aimed at creating brand awareness and driving prospects to landing pages containing specially-curated content.
One of the campaigns targeted Corporate Logistics Managers in the Houston metro-area, promoting BNSFL’s facility relocation and machine moving services.
Broadening top-of-funnel solution awareness
Another campaign was designed to generate awareness among decision-makers of BNSFL’s range of expertise in the transport, storage and staging of renewable energy components.
“Thanks to BrandAction, we now have a cohesive brand and a website that not only tells our story but also drives leads.
Their BrandDemand approach helped us to differentiate ourselves from our competitors, focusing on our core strengths. ”
Julie Frana, Sr. Marketing Manager, BNSF Logistics
The results
BNSF Logistics didn’t just refine its brand—it accelerated demand. By aligning trust-building brand messaging with actionable offers that addressed buyer pain points, BNSFL transformed its digital presence into a lead-generating powerhouse. The impact was immediate and measurable:
35%
lift in organic search traffic
2.8%
average click-through rate
83%
increase in web-generated lead capture
By integrating BrandDemand principles, BNSFL built more than just brand awareness—it created a foundation for sustained trust, lead generation and long-term growth.
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Creating a blueprint for customer retention and acquisition
Meeting buyers where they are:
The strategy that helped propel Ingredion’s growth
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Julia Parisot
VP Growth
julia.parisot@brandactionagency.com
312-985-7247
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Partner with us
Julia Parisot
VP Growth
Get a free market analysis
Follow our thoughts