DFDS: Crafting a True and Aspirational Brand Personality

We embarked on an inspiring journey to help DFDS define their authentic Brand Personality.

Task

In the Spring of 2021, we embarked on a captivating journey with DFDS.

DFDS had already established its Purpose - We Move for all to Grow - as well as their DFDS Strategy. Now, they sought assistance in shaping their Brand Personality, encompassing how DFDS was perceived internally as a working culture and externally as a business partner and leading transport provider.

The objective was to create an authentic Brand Personality rooted in the company's DNA, while also being aspirational for employees, stakeholders, partners and customers. Additionally, it was crucial for the brand personality to be versatile enough to fit both the B2B market for DFDS' freight divisions and their B2C passenger division.

DFDS Strategy - Read more

Solution

To gain a comprehensive understanding of DFDS's culture, personality, and core competencies from different perspectives, we initiated a process of conducting interviews with customers, non-customers, and employees across both the Freight and Passenger divisions.

Over 40 interviews were conducted, culminating in a comprehensive Insight report for DFDS's management. The report provided valuable insights into DFDS's current brand personality, brand perception, brand uniqueness, customer experiences, culture, market drivers, and sustainability efforts.

With all these insights in hand, the next step was to develop a future brand personality in collaboration with the DFDS Brand Committee. Through interactive workshops, the true personality of the DFDS brand was defined, and DFDS now had a personality to incorporate into its communication platform and tone of voice.

”Insightful and experienced brand team paired with effective and flexible project management skills makes for a great combination.”

Søren Brøndholt Nielsen, Vice President, DFDS Group, Corporate Communications & IR