Verbal Expression

Brand Story

Transportation is a fast-paced and ever-changing industry where things don’t always go as planned. But when you require consistent access to capacity or freight, you need a partner you can rely on. That’s where Echo comes in. We exist to simplify transportation management, bringing clarity and reliability to a historically unpredictable industry. We keep partnership at the center of everything we do, forging relationships built on technology and trust - working tirelessly to propel your business forward. As an extension of your team, you can count on Echo to put your goals first and help carry the load for your business.

Our Voice and Tone

How to bring the Echo brand to life with defining characteristics of the brand’s voice and tone.

Agile

As expert partners, we work with shippers and carriers to develop strategic solutions that solve any transportation need. Our goal-oriented messaging reflects our tech-enabled approach to decision-making, with intentionality that underscores our commitment to problem solving and exceeding traditional levels of service.

Corporate

In over a decade of experience, we’ve learned that our clients and carriers are people, too. By dropping corporate jargon and limiting the use of overly technical terms, we write in a way that connects with shippers and carriers while communicating our unique partnership-focused identity.

Passionate

In the ever-changing transportation industry, our clients and carriers need a forward-thinking ally who takes initiative and has their back with information and support they can trust. By writing with confidence and assurance, we position ourselves as industry experts who proactively look for ways to anticipate and seamlessly address potential challenges with ease.

Blunt

We’re straightforward in our messaging without being outwardly frank or matter-of-fact. By keeping an amiable tone and writing with encouragement and openness, we provide support and instruction without sugar-coating or obscuring the truth.

Genuine

At Echo, we value relationship building and see ourselves as an extension of our clients and carriers’ teams. As a result, we have a willingness and commitment to share information with transparency and integrity by using clear and concise language that is free from hidden meanings or agendas.

Casual

We carry the load alongside our clients and carriers while maintaining a certain level of formality. Avoid the use of colloquialisms and slang in messaging, and remember that shippers and carriers rely on us to be experts.

Our Voice and Tone Spectrum

While the Echo brand voice remains constant, there is a spectrum of tones within that voice that you can use to suit a particular marketing asset. Depending on the channel and what you want your audience to do after reading, you can choose the tone that best matches your intent. See below for additional context.

Formal

Organic

Educational Content

Example

  • Headline: Optimizing Performance Metrics to Improve Transportation Management
  • Subheadline: Echo improved carrier performance by requiring 99.5% of shipments be exception-free

Why

Educational content including white papers and reports should have a professional tone that showcases credibility with specific, data-driven proof points.

Website and Marketing Communications

Example

  • Headline: Innovative Tech Driving Your Business Forward
  • Subheadline: Overcome capacity challenges, manage all your freight shipping processes, and seamlessly connect to the carriers you need with the EchoShip platform.

Why

In website and marketing communications, use a forward-thinking and confident tone that reflects the brand’s unique brand personality traits as an innovative and proactive partner.

Organic and Paid Social Media

Example

  • We’ve got your back
  • We carry the load alongside you

Why

Organic and paid social media advertising should be fun and conversational. As the most informal of all channels, don’t hesitate to be genuine and show off the brand’s personality.

Internal Communication

Example

  • Kudos to the team for hitting this month’s sales goals

Why

Internal communication should be relatable and focus on culture-building. Use this messaging as an opportunity to maintain morale across teams and promote collaboration.

AP Style Preferences

The Echo brand follows the Associated Press Stylebook as its third-party source of style authority. These additional rules should serve as guideposts when crafting copy for all stories, graphics, and branded assets.

Example

Headlines

Rule

Write main headlines in title case; all others should be sentence case.

Example

  • Headline: Your Strategic Partner for Any Shipping Need
  • Subheadline: Whether you need full transportation management services or point solutions, Echo serves as an extension of your team, connecting you to reliable capacity.

Numerals

Rule

Spell out one through nine, except when writing “3PL”; use numerals for 10 and above.

Example

  • A customer is tracking four shipments.
  • A customer is tracking 11 shipments. 
  • Echo is a 3PL.

Percentages

Rule

Always use a numeral and percent symbol, unless the percentage starts a sentence.

Example

  • Echo requires 99% of shipments to be exception-free.
  • Ninety-nine percent of shipments must be exception free.

Serial Comma

Rule

The Echo brand uses the serial/Oxford comma.

Example

  • Connect with shippers and keep your loads moving with Echo’s end-to-end platform for dispatchers, owner-operators, and drivers.

And vs Ampersand

Rule

Use the “and” or an ampersand (&) in headlines or in body copy.

Example

  • Echo Global Logistics Named a 2023 Top 3PL & Cold Storage Provider by Food Logistics

Em dash (–)

Rule

Use the em-dash to separate ideas (as you would a parenthetical). Use spaces around your em dash.

Example

  • Select a mode and tell us your shipping origin and destination — we’ll provide an instant quote.