Cleanzine: your weekly cleaning and hygiene industry newsletter 18th April 2024 Issue no. 1110
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Diversey unveils new branding as independence inspires mission to improve global hygiene
Diversey has launched a new brand identity, vision and values to ensure it remains modern and relevant to all of its audiences.
The result of extensive research with key stakeholder groups around the world, the new brand aims to be strong and distinctive to differentiate Diversey from its competitors in a global marketplace as well as support future strategic aims. It also reflects the scale of the company's ambitions under the leadership of president & CEO Dr Ilham Kadri.
Diversey is prominent across a range of sectors, including building care, healthcare, hospitality, facility management, retail and food service, in addition to food and beverage. The rebranding announcement is key evidence of intent from the newly independent company which was acquired from former parent company - the Sealed Air Corporation - by private investment firm, Bain Capital Private Equity in September 2017.
Now a standalone company, comprising the former Sealed Air Diversey Care division and the food hygiene solution business, Diversey is set to be based in new corporate headquarters in York County, South Carolina in the first quarter of 2018.
The independent company has sought to immediately redefine its core mission and brand strategy, reflecting its aim to become, according to Dr Kadri: "The leading global innovator, developer and provider of cleaning, sanitation and maintenance products, systems and services."
Diversey is bringing a fresh dimension to its reputation for shaping solutions to individual customer needs, by pledging to place its customers at the heart of its business, and of everything it does. This 'customer-centric' ethos delivers an ethical, responsible and tailored cleaning and hygiene service that does not neglect the bottom line; with Diversey promising to deliver significant productivity improvements, lower total operating costs and brand protection for its customers.
Diversey's new identity was honed under the auspices of senior management drawing on counsel from London-based branding expert BrandOpus. The new branding seeks to re-emphasise the considerable range of strengths that have long been identified in Diversey's rise to global pre-eminence. It is also explicit, as Dr Kadri explains, of: "The agility and decisiveness that customers can rightly anticipate, and which the new-found independence has bestowed on the company's operations."
Dr Kadri also reflects on the redefined ethical dimension, which she identifies as an existing strength in the market, but which has been placed centre stage as a key characteristic of the new company's approach: "Diversey plays an essential role in keeping people safe in so many key sectors that we are reaffirming our ethical ideals which we view as empowering to both our staff and our customers," she says, explaining how the new branding - the symbolic hummingbird/lotus flower hybrid, so aptly reflects that ethos.
"As a company, we are courageous in our convictions - no matter the challenge, we seek to do the right thing. Our ethics are at the heart of our business, they are non-debatable and embraced by all employees no matter their role."
Diversey never loses sight of the company's proud heritage of 94 years of expertise and knowledge. However, it is placing more emphasis on the company's role as 'facilitator for life', whereby the broader ethical awareness and commitments to sustainability - such as clean water and safe food; along with abundant energy and healthy environments, take centre stage. This is linked with the care Diversey displays for people regardless of status.
Rafael Echevarria, VP of Corporate Communications, clarifies: "We deliver a vital service to our customers. Care is embedded in everything we do, and everything we believe. Our business is fundamentally about people. We put people frst whether that be the cleaner, employee or customer. This gives our customers total confidence to enable their businesses to grow and thrive."
Diversey's new brand strategy is fundamental to its continuing success. In summarising the company's future, Rafael is succinct: "Diversey is a pioneer of the future and creator of connection. We believe cleaning and hygiene are life essentials.
"Our ambition is to continue our long legacy with a renewed energy and focus. We will responsibly and responsively deliver e?ective hygiene solutions and e?cient cleaning technologies for our staff, our customers, our planet and our owners long-term benefit."
16th November 2017