Clipper Logistics Group, the leading provider of retail and high value logistics, today launches its new brand. The culmination of seven months of in-depth research and internal calibration, Clipper’s rebrand embodies everything the company stands for, gives clear direction for the future of the business and will support improved customer acquisition, retention and cross sell.
Ranked as one of the Sunday Times Fast Track 100 companies for the past three consecutive years, Clipper Logistics Group now has a turnover of £200m, 22 sites, 3000 staff and 600 vehicles. Since inception in 1992, the company has grown organically as well as through the acquisition of companies including DTS and Gagewell. Such rapid growth has presented branding challenges, so the company needed to clarify its positioning and point of difference, unite under one brand, and communicate this consistently both internally and to the marketplace. To date, Clipper Logistics Group is possibly one of the biggest companies you have never heard of.
Clipper Logistics Group appointed strategic brand and communications consultancy Propaganda to conduct an in-depth, 360-degree audit of the organisation. This included client research, internal research, supplier/partner research, marketing audit, performance review, business planning review, media audit, competitor profiling and market dynamics review. The output of this has informed a clear positioning for Clipper – ‘agility matched by ability’, and this has been articulated through a new corporate visual identity and an internal adoption programme.
Steve Parkin, founder and chairman explained: “The rebrand is much more than just a visual identity and a logo, it’s about how our people represent and deliver our brand through their actions. As an organisation we are big enough to deliver but small enough to care, and we have the size and ability of a large organisation matched with the agility of a smaller one. We move quickly and don’t waste time making long drawn out decisions, which is why we have attracted and retain such an enviable client base.
“The rebrand demonstrates our commitment to continually developing and improving our business and the service we offer to our customers,” continued Parkin. “Our customers need agility to stay ahead in their marketplaces – it gets tougher every single day, so the ability to react quickly to opportunity and change is business critical. At Clipper we have the people, infrastructure, processes and systems to deliver on our promises every time. And now we will be better able to communicate this properly.”
The internal and external rebranding of Clipper Logistics Group is being supported by an extensive marketing campaign to build brand awareness and enhance and protect brand equity. The campaign includes brand collateral, advertising, corporate public relations and a new website which can be found at www.clippergroup.co.uk. Client development forums will be held to increase awareness of Clipper’s expertise in consolidation centres, e-fulfilment, port centric logistics, urban transport planning and in bound supply chain. And the launch of the new brand also coincides with the opening of Clipper’s new head office on Gelderd Road in Leeds.
Parkin concluded: “The rebrand marks a significant milestone in our business journey. We are consistently and robustly profitable; for the current year, operating profit is currently running at over £7 million. We have ambitious growth plans to continue on this trajectory and are therefore making a significant investment in the future development of our business. From now on it’s one brand, one business, and our brand will act as a guiding light to ensure that, as we grow, we retain all of the qualities that our customers tell us make us so different from the competition.”
Clipper Logistics Group aims to challenge the biggest and most established players in the logistics marketplace, eventually achieving their scale whilst continuing to operate with speed, nimbleness and agility.
Parkin concluded: “The rebrand marks a significant milestone in our business journey. We are consistently and robustly profitable and have ambitious growth plans to continue on this trajectory. We are therefore making a significant investment in the future development of our business. From now on it’s one brand, one business, and our brand will act as a guiding light to ensure that, as we grow, we retain all of the qualities that our customers tell us make us so different from the competition.”