Defining a brand strategy for the Belgian market

PostNL Belgium approached us because they lacked a clear brand position and story adapted to the local Belgian market. They were perceived as ‘the Dutch’ and there was hardly any visible alignment across the various business units. It was time to give the brand a clear, Belgian based story.

Through various interviews with local and international brand team members, as well as testimonials from customers on the Belgian market, we were able to steer the brand towards a much more positive position and story. Positioning PostNL as the obvious choice for the Benelux, we build upon the Dutch heritage while supporting the local strengths & ambitions for the coming years.

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This new story was translated in clear and consistent sales presentations for all the business units in the Belgian market. To give these presentations the local touch they deserve, we organized Belgian photoshoots with local people to create a database with ‘home made’ pictures.