tesa UK looks to the future
28 June 2017
tesa UK Ltd, wholly-owned tesa SE affiliate and part of Beiersdorf AG, is ready for the challenges of the new commercial environment with a refreshed brand identity, a new website, and realigned management and distribution.
Country Manager Steve Plastow, who recently returned from a stint in charge of tesa’s Nordic territories, is overseeing the far reaching global programme in the UK.
The changing nature of the UK’s economic model post-Brexit challenges all Britain’s businesses and tesa’s broad business base covers most major industrial market sectors, as well as reaching into trade and DIY markets.
Refreshing both the brand and the website to reflect its presence in all these sectors has been central to the company’s approach and has taken an evolutionary route on the former.
Jeremy Smith, marketing manager at tesa UK, explains: “Consistency and simplicity are hallmarks of the world’s most instantly recognisable brands. You also need a contemporary look. Producing a brand fit for the future, which reflects our business and the customer base across industrial, trade and consumer markets has been the real focus. The new identity clarifies the look of the company and provides a detailed route map for all our marketing communications wherever they appear, both within the business and in our contact with customers.”
The new website, timed to coincide with the brand launch, embodies the same design features. It offers more functionality and rapid access to a large repository of images, technical data and product updates. tesa derives 50% of its business from new products developed in the last 5 years so this is a significant aspect of customer information and care.
Steve Plaistow adds: “tesa’s UK business is credited with developing a comprehensive customer care proposition called tesacohesion, which considers four key aspects of the customer interface – people, products, processes and performance. This was part of an initiative I started and the current announcements on the look of the business, the improved digital delivery of our proposition – including the increasing use of Apps, and the refinements I’m making on management structure and staff involvement in the future of the business, are further steps in that process.”
