PostNL Belgium

We hebben iets voor u.

PostNL Belgium came to us with a simple sales driven question. However, we detected the real issue of PostNL was the lack of a clear position and story adapted to the local Belgian market. Moreover, there was hardly any visible alignment across the various business units. With our expertise and experience from previous brand projects for the PostNL group, we got a green light for getting the brand straight and clear.

Through various interviews with local and international brand team members, as well as customers on the Belgian market, we were able to steer the brand towards a much more positive position and story. Were it previously tried to be ‘not too Dutch’ in Belgium, we saw the opportunity for becoming the obvious choice for the Benelux. The new positioning of PostNL in Belgium builds upon its Dutch heritage, but also sustains the objectives for the coming years.
The brand strategy demanded balance and attention to detail, but was fully embraced by the HQ brand team. As a result we are eventually developing sales tools, with much more efficiency and effectiveness.