A branded house – one brand for our business

TNT believes it is now a highly relevant, high esteem brand for its customers in the Netherlands. Outside the Netherlands and especially outside Europe, TNT, as many other brands in delivery services often regarded as low-end still faces insufficient differentiation. Therefore from 2008 onwards, TNT will better articulate what makes TNT unique, both internally as well as externally.

TNT has a strong corporate culture to leverage from, with employees proud to be part of TNT and strongly believing in the goals and objectives of the company. After the rebranding in 2006, the entire organisation has become remarkably orange both on the inside and the outside.

TNT positions its brand in a way that best describes its ‘heart and soul’: TNT is a global express and mail company that approaches its work with one simple attitude, an attitude of ‘can-do’. This attitude makes TNT the partner of choice for customers who want items, be it a few or a million, moving from A to B reliably, rapidly and without concern. This attitude is however bigger than A to B. It matches TNT’s customer experience focus and makes TNT a valuable partner for the world, for which it feels responsibility. This positioning will support TNT in entering new markets and attracting the customers and employees it wants.

Consistent application of TNT’s brand architecture or hierarchy, consisting of a master brand supported by divisional, business or legal descriptors, enables TNT to deal successfully with divisions and business units operating in very different but still related markets.

For all of TNT’s recent acquisitions, a clear transition programme is in place. Dependent on the specific situation, TNT will either leave in place the existing local brand for the near future, co-brand or quickly fully rebrand to TNT.