In 2014 Topsoe launched a new corporate brand to differentiate the company more clearly in the marketplace, create new business opportunities and realize the revenue that is necessary to meet its ambitious growth targets.
Topsoe already has a solid, well-established brand across many industries, not least due to the late founder of the company Dr. Haldor Topsøe. He worked tirelessly for more than 70 years building the reputation of his company. To a large extent he also personalized Topsoe’s brand. After Dr. Topsøe’s passing, and with an ambitious growth strategy ﬁrmly in place, the company now needs to build on this foundation, increase sales and look more broadly at its markets in order to expand its customer base. “We must win more customers, and we need to sell more to industries that do not know us yet. But we also need to become better at presenting our entire portfolio of products and services to our existing customer base, because buying multiple products or services from us often brings substantial synergies that translate into customer eﬃciencies,” says Kristine Ahrensbach, VP for Corporate Communications and Marketing in Haldor Topsoe A/S. “Another key goal of the new brand is for Topsoe to remain an attractive place to work in an industry where competition for talent is ﬁerce. A strong brand that is easy to recognize is key in this context,” Kristine adds.
Customers provided input
As part of the brand project, more than 200 customers and internal stakeholders were interviewed about their experience with Topsoe. Based on this, Topsoe deﬁned what is truly unique about the services and solutions the company offers, and identiﬁed how the company adds value to its customers’ businesses. Topsoe also performed a detailed mapping of the wide range of industries it serves, including the speciﬁc processes, products and services it provides to these industries.
While Topsoe is and has always been a customer-focused company, the interviews revealed that the company has a highly engineering-oriented, technical, scientiﬁc and somewhat product-centered view of the world. “We quickly realized that we need to think of ourselves as a provider of solutions, rather than of products or services. We have to become better at distinguishing between what we are selling, and what our customers are actually buying. This means we need to take a broader view of our customers’ underlying needs and pains – a view that goes beyond ourselves and our products,” says Kristine.
Outside-in rather than inside-out
The brand project is not only about launching a new visual identity in the form of typography, new imagery, colors and nice-looking geometrical shapes. It marks a fundamental shift to an outside-in approach in which we look at services and products through the eyes of our customers to a much higher degree than before. “From our customer’s standpoint we want to be easy to do business with.
This means interacting with us needs to be smooth and effortless,” says Kristine. ”More importantly, the brand brings a strong focus on added value. All customers have problems that require resolution. Our products and services, no matter how good, are inevitably only part of the solution to those problems. By listening and asking questions, we can achieve the insight that allows us to deliver optimal solutions that address our customers’ challenges head-on. In other words, we can give our customers what they really need.”