NEWS / edition 13
EDITORIAL
Find out what’s new at Enaex with our CEO, Juan Andrés Errázuriz and Pablo Wallach, VP Customer Experience & Digital Transformation.
OUR VPs AND THEIR TEAMS BUILD UP STRONGER BONDS
In these videos, you can learn about the different projects that have allowed us, thanks to the teams at Enaex, to build up stronger bonds. Click here to play.
STRONGER BONDS TESTIMONIALS
Following the internal launch of our new brand platform earlier this month, we have met Gaëtan Bachelet, Corporate Marketing Director of Enaex. He told us more about the essence of this project, synthesized by its tagline Stronger Bonds.
How did the need for a homogeneous communication emerge?
With the reorganization of the company in 2019, a Customer Experience and Digital transformation department was created. Within this department, the Global Corporate Marketing arm was born. One of its first missions was to work on a new brand platform in order to unify our communication globally.
Indeed, in 2015, Enaex had become the owner of Britanite in Brazil and of Davey Bickford. Those 3 companies have been using the spark from the Enaex logo since then, as a unification icon. But with time, and especially with the recent joint-venture with Sasol in South Africa and the acquisition of DBS in Australia, the need for a common communication strategy and positioning appeared. This necessity is even more apparent when working with clients across several countries!
We therefore appointed Zakka, part of the well-known TBWA group, to help us on this project. Together, we worked on the repositioning of our brand and a new visual identity. This started 2 years ago, with some delays due to Covid-19.
Why was Stronger Bonds chosen as the global signature of Enaex?
Stronger Bonds summarizes our new positioning that is our will to foster strong relationships with our clients. This is achieved through a glocal approach: besides our global footprint and services, we strive to stay close to our clients to provide them with tailor-made solutions and develop true partnerships locally. This is the opposite attitude to that of a global leader imposing its views across markets.
Stronger Bonds plays with words, as bonds also refer to the chemical links between molecules. The stronger the bonds, the more energy the molecules produce when these break. So stronger bonds lead to a more powerful blast, which comes down to the essence of our business.
This tagline will also be used in our internal communications globally. More than just providing a consistent and coherent communication within the company, it will support our internal effort to develop closer bonds between our international teams as well.
What does the new brand platform consist of?
Our brand platform reuses existing content: our purpose, to humanize mining, and our core values are still at the heart of Enaex.
We have built on this to review our positioning, our brand personality and our vision to make the latter more measurable and concrete.
Our new tagline, Stronger Bonds, actually fuels our main mission: even with robotization and the digitalization of processes, we aim to reinforce human relations and local partnerships.
Would you have an example of how to concretely be a true partner?
Building partnerships based on trust is a philosophy and an attitude. It must be adapted and implemented locally, and throughout the company.
Following the internal launch, what are the next steps to spread this new communication?
After the internal launch on May 17 and 20, five events will take place during the first half of June to anchor the new branding. They will target our clients in five regions: Australia/Asia, Europe & CIS/South Africa, Brazil, Latin America and North America.
Those digital events will each offer unique presentations, mainly by our clients themselves. Despite their local content, those events will be available globally, in line with our glocal approach.
Those events will also be opportunities to present our new digital platforms, with a newly designed website and unified social media accounts.
Internally, our upcoming work is to roll out our new visual identity and communication guidelines globally. This will take approximately a year. To support all countries in this project, we will issue an exhaustive document that will contain rules and guidelines on our new visual identity. It shall cover most uses, from signage to stationery, uniforms, trucks and brochures. This style guide is key to ensure the consistency we are seeking.
Do you have a message for the Enaex team worldwide?
Stronger bonds is not only a tagline that covers new graphic guidelines. As mentioned, it is also an attitude to adopt, by always positioning ourselves as partners both internally and externally.
And doing so also means putting into action the four elements that characterizes the personality of the Enaex brand: Accessible, Unbiased, Empathetic, Agile.
It is now down to each of us to embody this positioning, and to become real Stronger Bonds ambassadors.
