Hooked on UT

By George L. Nitti

Over the past few years, Unique Towing (UT) of San Jose, California, has beefed up their heavy-duty presence, embracing the change by ensuring that their new heavy-duty trucks, including two spotless, head turning 1140 Century Rotators on 20’ and 21’ Kenworth T880’s, are as identical as possible.

“Right down to all of the accessories: cabs, visor, bumpers, lights, etc.,” said tow manager Stephen Thompson. “It’s important that they match.”

Thompson compares company branding to the sports industry. “When a Superbowl team comes out on the field, they are wearing the same uniform. Everything is the same and no one is superior.”

Unique’s two bold, red and white wrapped rotators, with bronze/gold lettering and teal shadowing embody the spirit of teamwork in the eyes of Thompson, whose background in sports has served to guide his belief in that core principle. He said, “We are a team. We are all equal. That is what 'Unique' stands for.”

Of course, teamwork and uniformity don’t imply a lack of uniqueness; on the contrary, Thompson noted that he has always wanted to be different. He said, “I used to see all the tow trucks out on the road with ‘towing and recovery’ written on the side under their company name. I wanted to change that on our trucks.”

So one innovation Thompson brought to the company brand, drawing on sports and his college experience when he played baseball on scholarship, was abbreviating Unique Towing to “UT,” like a college brand does with their own name. The abbreviation is written on the side doors, hood and on their other branding, like tee-shirts, hard hats and more.

According to Thompson, branding leaves a lasting impression on the customer, who may initially feel soured by having to get towed. “When the customer sees our team with clean uniforms that are tucked in, our uniform trucks, and our facility, it gives them a reason to feel better about their experience,” said Thompson.

On the side of the unit, is the slogan “You’ll get hooked on us.” “It’s subtle,” said Thompson. But one that begins to have a lasting impact over time.

Like following a sports team, once the players become familiar, the brand is merely the dress of a unique team of players working together. Brag @ TIW! Should your truck be featured here? Send a few pics and your contact information to the editor at georgenitti@gmail.com. You might even be selected to go in print, too, in American Towman magazine!