In a world saturated with choices, branding has become essential. It is critical, now more than ever, for a business to be more than a business. There is a need to distinguish oneself from the competition, to be more than the product or service that you are promoting.
When done right, a brand can evoke trust, reliability, and authenticity, shaping your audiences’ perceptions and building a true emotional connection leading to long-term loyalty and advocacy.
That is the power of branding.
Internally, having a strong brand image and identity can inspire employees, foster a sense of purpose, and create a positive work environment. A compelling brand image inspires unity and belonging among employees, helping to create a stronger connection to the organisation and its mission.
A good example of how effective the power of branding can be is with Evri, the UK’s largest dedicated parcel delivery company. Evri recently went through a grand transformation, which SMI are proud to have supported, moving away from ‘Hermes’ into a new brand that represents the current position of the business.
Evri CEO Martijn de Lange commented that the rebrand, “…It’s more than just a name change, it’s a statement of intent of our commitment to leading the way in creating responsible delivery experiences for everyone, everywhere”.
SMI were brought on, on a confidential basis in 2021 for the Evri rebrand, to not just change the business and move away from Hermes, but to evolve from their previous brand image. With this focus the project was to design, order, manufacture and deliver around 50,000 garments across multiple departments within a very tight timeline. This rebrand allowed Evri to redefine their image, positioning, and messaging in the market.
"SMI really came to the table to support us: from 'go live' date to delivery was about 6 weeks. It was impressive work from SMI to achieve that delivery date.”
- April Knapper, Procurement Manager.
SMI can help implement your branding strategies, aligning your vision and target audience. Through our working partnership, companies can harness this power and create a lasting impact in the minds and hearts of consumers.
