IPPA brand concept that lets the customers decide
We explored IPP's DNA to develop their new brand proposition. IPP's unique asset in pallet pooling services is their personalised approach. Even though they have become the second largest player in Europe, they remain committed to the personal touch. Their customers always come first. In order to establish this brand position on the European market, we developed a powerful brand concept and brand guide for further roll-out in eight countries.
As part of the sustainable Faber Halbertsma Group, IPP provides circular pallet and box pooling services in the FMCG, industrial and recycling sectors. Every year, IPP records more than 40 million pallet movements across Europe. The company is known around the world for its sincere, modest attitude and professional yet personalised approach. They are honest about both their strengths and their weaknesses. In short, a human-sized company. All we had to do was come up with a concept that all sales directors would endorse.
the brand guide as a starting point
We came up with the 'Up to You' brand concept, based on this brand proposition. No self-congratulatory behaviour, rather presenting the customer with a choice. One we could use in both directions. On the one hand, we contrasted IPP with the largest player in the market, which has significantly less focus on human contact. And it sounded like this: “Want a friendly helpdesk in your local language? Or a foreign call centre that likes to keep you waiting? Up to you.” On the other hand, we focused on IPP’s strengths: “Want a pooling partner that thinks proactively? Up to you.”
To build a consistent brand across all countries, we developed a practical brand guide, a guide for all IPP’s regional teams across Europe. And then it was time to launch. We welcomed all teams, including their local communication agencies, at Schiphol, and briefed them on the new brand concept. We also helped develop advertisements, social media posts, infographics and the IPP website.
the result of teamwork
The greatest compliment was not a pat on the back, but the enthusiasm with which the local IPP teams set to work with the 'Up to You' brand concept and brand guide. Amazing teamwork, if you ask us, but of course it’s up to you to decide.
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