folder Filed in Interviews
Names with stories: The story behind
By Kristina Mišić access_time 7 min read

Jessica Hendrawidjaja, CMO of Shipper, shared the story behind the brand, its name, and why the domain name makes sense for their business.

What is the story behind Shipper?

To put it simply, Shipper is an innovation-driven company striving to structure the unstructured world of logistics. Shipper was founded as a start-up with a mission to offer end-to-end logistics solutions for businesses of all sizes.

After the e-commerce boom, we still see a lot of pain points for customers which drove Shipper to come up with a simple solution to enable customers to have the “freedom to choose” any logistics services they need with a click of a button. is an aggregator platform where our customers are able to see the real cost of shipping packages and tracking the shipment from each of our logistics partners to various cities across Indonesia.

Established in 2017, Shipper has become one of the fastest-growing tech companies in Indonesia. We are serving thousands of customers in more than 30+ cities nationwide, managing 400+ sqm warehousing space, supported by 1,900+ employees, and partnering with 40+ renowned logistics partners.

Our fantastic business growth is also well recognized as we are one of the three Indonesian tech companies that made it to the Y Combinator Top Companies List 2021.

When did you start thinking about your brand name and how did you settle on Shipper?

We wanted a name that is easy to remember and understand as it is self-explanatory. We also wanted a name that has an international and modern feel to align with our vision to modernize and digitalize the logistics sector in Indonesia and beyond.

How did you get the domain name for your brand? Why did you select that one exactly?

Indonesia is one of the growing markets in the region and we want to establish a solid foothold in the country. Therefore, we feel that it was the best course for us to inject Indonesia’s identity into our brand name by getting a .id domain.

“Indonesia is one of the growing markets in the region and we want to establish a solid foothold in the country. Therefore, we feel that it was the best course for us to inject Indonesia’s identity into our brand name by getting a .id domain.”

Jessica Hendrawidjaja, CMO of Shipper

How has owning affected your business? Do you own any other domain names?

Owning brings us traction as it aligned with our brand identity as a local-grown startup. There would be additional needs to own other domain names but not in the near future.

Who is your target customer and how is your brand name helping in reaching them?

We want “Shipper” to resonate with our customers as well as our delivery partners, our employees and the general public. The conception of “Shipper” is to provide solutions for shippers, the people that send or transport goods, to serve businesses of all sizes. Our customers are ranging from small-medium businesses as well as large enterprises. Roughly speaking, we have thousands of customers in B2C and 100+ B2B corporate clients from different sectors / industries such as e-commerce, FMCG, retail, electronic, manufacturing, etc. In essence, we see that our brand is effectively reaching businesses of all sizes.

Different businesses have different needs and we are striving to provide an integrated and seamless logistics experience for all of them.

How do you keep your brand consistent across different channels online and offline?

We need to consider many aspects in building and presenting our brand, particularly in online channels as many findings show that most people start their product or service searches online. So first and foremost, we created a brand guideline as the main reference for all of our activities and communications, be it offline or online. Then to maintain one brand voice, we always make sure that our brand and value are injected into all of our activities across channels. It includes ensuring a consistent usage and placement of our logo, color accent, image, font, and other brand features.

In addition, we created the term “Shipper Troopers” for our employees. As an organization, we have the highest regard for our employees as they are inherently Shipper’s brand ambassadors to communicate our brand to the public.

Why should entrepreneurs value their brand?

Brand is your identity, it should reflect the company’s values, mission, and personality which is something that the customers want to see and one of their considerations in using your products. Entrepreneurs must consider their brand as one of their most valuable assets especially when they are in the early stages of building their business. It is important to nurture it as early as they can because ultimately with a strong brand, it will also improve your company’s reputation as well as earning your customers loyalty.

“Entrepreneurs must consider their brand as one of their most valuable assets especially when they are in the early stages of building their business.”

Jessica Hendrawidjaja, CMO of Shipper

Has the pandemic affected your company in any way? What has changed since?

The pandemic has affected many business sectors, including logistics. There are a lot of restrictions imposed by the government and mobility is very limited. We have seen changes in the behavior, both in terms of sellers and buyers, who were taking more advantage of e-commerce platforms. The rapidly increasing development of the digital economy and e-commerce in Indonesia are very important aspects for a digital logistics business like us.

In general, before and after the pandemic we saw an increase in orders of around 300% and we are optimistic that the trend will continue to be positive as has been reflected in our business development.

What do you do to make sure your marketing is effective?

In Shipper, we are striving to know our customers better and fall in love with their problems. One of the keys is to be patient and spend a good amount of time getting to know them and discovering what their pain points are. Then use the learnings to shape your marketing and communications initiatives to really speak and resonate with them.

When we are talking about measurements, there are many tools available. In essence, you want to design and implement a tracking system to measure your brand’s effectiveness periodically, in particular before and after you launch new marketing initiatives.

What would your advice be to entrepreneurs who are just starting out, in general, and when it comes to branding and naming?

Identify and determine your value and personality and inject that into your branding and make it consistent. Afterward, market research and message testing are a must-have to make sure that it resonates with your target customers.

Where do you see your business in the future and how does your brand name fit into that vision?

Shipper plays a growing role in logistics as it also supports all other industry sectors. We are confident that we have a great future ahead of us and our brand name consistently reflects the future growth and it is just a matter of time before we expand globally.

We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.

Find out more about Shipper

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