Bringing the brand to life for a merged company

Global flavour and fragrances supplier Symrise operates in a market where customers demand more complex, innovative products and solutions to ever decreasing timescales. Created following a merger, the new company had the technical abilities to be a major force, but only if they could bring the new company together behind a clear story of superior value to customers. To create a step change, the company needed to build on their employees’ sense of pride in their expertise and boost the company’s presence in the market.

Inspiring more – from employees and for customers

We developed an internal and external brand building programme around a common theme of ‘always inspiring more’ using stunning photography. Employees were brought together in a series of brand sessions to learn what this should mean for them, their role and the company. And this was backed up by a brand toolkit, video and intranet. Externally, the company was reintroduced to the market with a dramatic look and feel, implemented through website, annual report, trade press ads, internet banners and a redesigned customer magazine. 

Creating clear value

The new story of the brand made a strong early connection with Symrise employees. Three months after the brand sessions, 96 per cent said they could identify personal actions that would bring the brand to life. Most importantly, it proved compelling for customers, too. The company subsequently floated successfully on the German Stock Exchange and set sales and earning records. It continues to grow.