The importance of branding in roadside assistance Why Branding Matters in Roadside Assistance (Even for Small Operators) When people are stranded on the side of the road, emotions run high. Stress, urgency, and uncertainty take over. In those moments, customers are not just looking for a technician they are looking for trust . This is exactly where branding becomes one of the most powerful tools for any Roadside Assistance Branding , especially for small operators trying to s