DHL SUPPLY CHAIN

Previously, DHL Supply Chain’s marketing efforts had focused on showcasing their market-leading products and services, with less emphasis on highlighting the unique needs and experiences of their customers across different sectors. Recognising the untapped potential, we saw the opportunity to build deeper personal networks and prospect more effectively into new relationships, building business growth through better retention, upselling and new conversions.

For each sector, we developed a tailored value proposition that not only highlights DHL Supply Chain’s deep expertise and unique sector knowledge – often overlooked as prospects tended to view DHL primarily as a parcel company – but also clarifies the distinct value DHL can provide within each industry. To reinforce this perception shift, we introduced the strapline “For [X] sector. Think DHL.” A supporting messaging matrix was created to ensure consistency in language across various channels and stages of the buyer journey, enabling Sales and Marketing colleagues to effectively tailor communications for each customer.

By aligning sector-led propositions with sales strategies, we helped ensure DHL Supply Chain’s solutions reflect what customers truly need – now and in the future. This approach not only strengthened their relevance in each market but also amplified the customer’s voice across every stage of engagement.

We developed a flexible visual identity that works across different sectors while reinforcing a consistent brand presence. From ESG to people and innovation, the brand’s core pillars are woven through every message – helping DHL speak with one voice, while still meeting the distinct needs of each audience.