Good branding increases the value of a company; it provides employees with a purpose; and it instills in customers a sense of trust. Branding improves recognition: the logo should be simple enough to be memorable, but powerful enough to give the desired impression of your company. A brand is a story that creates trust: emotional reactions to powerful stories are hardwired into our brains, and those reactions are very real influencers.
Transforming a 94 year old brand
Across generations, Diversey’s brand has evolved, transformed and adapted to the particular situation of the times or different owners’ strategy. However, our brand equity and values and what they stand for have never been altered. Diversey has always been an innovative brand, full of sustainability principles and customer focus.
Yesterday we launched a new brand strategy to build on that legacy and better articulate how we want to make a difference in the world. The following is a very succinct summary of the process we went through, and the reasons why we chose the identity we chose.
Facilitators for life
With our acquisition by Bain Capital, we were afforded the opportunity to redefine ourselves … to more clearly state why we believe Diversey is the greatest company in the cleaning and hygiene sector. We did a fair amount of research, and we quickly came to the conclusion that there was only one natural brand space for us to occupy: that space is what we call “Facilitators for life.” In everything we do, we enable life to happen. We don’t sell hand soap, dishwashing detergents, hospital disinfectants or floor cleaning machines; we help our customers and the people who live, work, eat or receive healthcare, to live a safe and healthy life. Diversey plays an essential role in keeping people safe in so many key sectors that we are reaffirming our ethical ideals.
To protect and care for people every day
We then defined our purpose: “to protect and care for people every day.” This purpose is inextricably linked with the care Diversey has always displayed for people. We deliver a vital service to our customers. Care is embedded in everything we do, and everything we believe. Our business is fundamentally about people. We put people ﬁrst whether they be cleaner, employee or customer. This gives our customers total conﬁdence to enable their businesses to grow and thrive.
New logo, visual symbol and brand architecture
The final part of our identity definition was developing a visual representation. After many different iterations and alternatives, a hummingbird was chosen as the symbol of our brand values and attributes. As Ilham said, the hummingbird represents a giver of life and protector of humankind. Diversey doesn’t make soap, it saves lives. We are facilitators of life. We are tireless, agile, vibrant and versatile. The re-brand was then validated with hundreds of employees and customers around the world.
A bright new future for employees and customers
People need more than just work— they need something to work toward. When we can fulfill an important mission that is grounded in a strong purpose, we can’t help but feel a sense of pride. We are more likely to work in the same direction to achieve the same goals. Most importantly, our customers will undoubtedly see our increased engagement, our renewed commitment and our tireless work to find solutions to their biggest challenges.
Diversey has been around for more than 94 years for good reasons. We have always believed cleaning and hygiene are life essentials. With our revitalized brand, we can and will build on a strong legacy and work “To protect and care for people every day” with energy and renewed focus. I hope you agree that our new brand just says that. Let’s Live!