Case Study | KB Packaging: Sharing the Load

Midlands-based packaging company KB Packaging was approaching its 30th Anniversary. The board realised that in order to achieve their commercial and personal ambitions, something had to change.

Working closely with management team, we DEFINED the required change. Specific turnover and margin targets provided the foundation, but personal ambitions for a better work/life balance and a more collaborative internal culture were equally important.

In-depth primary RESEARCH delivered the essence of the KB brand. We realised that whilst KB was a packaging business, it was really in the business of solving problems. That’s what the people at KB did, day-in-day-out—for each other and for customers. It’s what they loved doing. It’s what they’re good at. It’s what customers want.

This killer insight served as a catalyst to ENABLE change across the business. ‘Sharing the Load’ became the core brand purpose: the conviction that inspired internal teams, guided employee behaviours and corporate strategy and communicated tangible value to customers.

As the co-creators of the new brand position, all staff gathered for a launch event to ACTIVATE change. By visualising the business as an interconnected system, we triggered a fresh approach to HR based on an understanding of how each colleague was vital to the wider success of the business—how KB shares the load with colleagues.

By creating a brand-driven suite of marketing material and sales training, we clearly demonstrated how KB’s products and services add commercial value to client businesses—how KB shares the load with customers.
 
Clear baselines were established at the outset as the foundations for hard-and-fast MEASUREMENT of our Brand Driven Change. Focusing on commercial metrics based on turnover, profitable sales and growth of key sectors, and internal metrics based on staff satisfaction, we will be reviewing performance against baselines at 6 and 12 months.