Expect had outgrown its brands. Expect Distribution, Longs of Leeds and Pallet Plus each had an identity of its own, but none told the full story of what the group could now do, or supported the ambitious growth Expect had planned for itself.
Through our Brand Discovery™ process, we revealed what sets Expect apart. It invests in deeply understanding its customers’ challenges and ambitions, and takes on the complex logistics problems its competitors won’t. In doing so, Expect helps businesses unlock growth and gives them an edge in their market.
The research also showed what those businesses are up against. Growth doesn’t move in a straight line. As companies scale, operations become more complex, pressures shift and costs rise. Yesterday’s logistics model can become tomorrow’s constraint.
We developed a new proposition: Growth Logistics. Expect designs and manages adaptable operations that absorb the pressures of growth, so businesses can deliver consistently as they scale.
To make that tangible, we transformed Expect’s way of working into a proprietary model: Excelerate. It shows prospects exactly how Expect can deliver growth for them, and gives the commercial team a clear structure for every new business conversation. Alongside it, we built an ideal customer profile, with targeted prospects across 6 key sectors and an updated outbound messaging toolkit to help secure meetings and bring prospects into the Excelerate process.
The three logistics businesses now unite as one: Expect Logistics. The rebrand covers everything from the identity, brand architecture and tone of voice to the brand film, website, brochure, livery and signage. Internal and external launch comms, PPC and social take it to market, with an employer value proposition and internal campaign still to come. The result is a brand that looks as capable as the business behind it, and gives Expect the confidence to enter its next stage of growth.
