“We want to shine the focus on solutions instead of just technology.”
Since March, KSB has been operating under a new brand claim. The old claim “People. Passion. Performance.” has been replaced by “Solutions. For Life.” and the logo has also been given a fresh new look. What led to these changes? Sonja Ayasse, Head of Corporate Communications, and CEO Dr Stephan Timmermann explain in an interview with Stream of Stories.
KSB.com: Mr Timmermann, when a company gives itself a new brand claim and logo, it’s like stepping out in a brand-new outfit. When did you realise that KSB had outgrown its old clothes and needed something new?
Timmermann: KSB has been evolving continuously since we realigned our strategy in 2018 – not only economically, but also in terms of our corporate culture. This transformation is based on numerous organisational changes and new focus topics. By 2023 at the latest, it had become clear that this was not just a short-lived phase, but that KSB was writing a new and exciting chapter in the company’s history. The resulting success has also been reflected in the share price, which moved us up to the German small-cap index, SDAX. KSB is simply no longer the same company that started this journey. While we aren’t any younger, we are more motivated, more agile, more globally oriented and have a new self-image and a clear plan.
One of the really big things we’ve changed is that we are now focusing on holistic solutions for the customer instead of just on technology. This allows us to clearly highlight the added value, particularly with regard to sustainability. Of course, our love of technology hasn’t changed, but today we go to our customers and think much more holistically, right down to the question of how our products’ carbon footprint can be reduced even further when in operation in our customers’ systems. That’s when we realised that our old brand claims “Our technology. Your success.” and “People. Passion. Performance.” were not telling the full story. We had to replace them with something new.
A lot of KSB employees really identified with “People. Passion. Performance.” Why doesn’t this fit anymore?
Timmermann: “People. Passion. Performance.” was introduced to coincide with our 150th anniversary celebrations. The claim was perfect for this – it was brilliant, and still is brilliant. But we asked ourselves whether we could find something even better that would also get today’s generation on board. For them, a company’s purpose – i.e. its service to society – is very important. What we want to convey is that our passion for our work is based on the fact that all of our products are used in processes that are designed to help people. Whether it’s the energy transition, the production of vaccines and food or the big issue of water and waste water – everything needs pumping and controlling. As our pumps and valves are some of the most efficient in the world, they perform these vital tasks using very little energy and with the smallest possible carbon footprint. This purpose was not reflected in “People. Passion. Performance.”
Ms Ayasse, as Head of Corporate Communications, you were tasked with finding a new brand claim. What was it about “Solutions. For Life.” that stood out for you?
Ayasse: Firstly, of course, the claim is very short, clear and concise. We’ve talked a lot about the fact that we see ourselves as a solution provider that offers a comprehensive range of services. But it was also important to us that we focus on the daily needs of the people we serve with our products and services. They need water, food and electricity – and without pumps, these needs could not be fulfilled. That is how we came up with “Solutions. For Life.”
A new brand claim also sends a message to the employees. Does the new brand claim also represent a change in culture at KSB?
Timmermann: Yes, it’s a transformation that is already well underway, but we want to develop it even further. “Solutions” stands for our customer focus. We are not merely the manufacturer of a product, we solve our customers’ problems. And “For Life” defines our purpose. When I explain to my children what the purpose of my work is at KSB, I can tell them that all our products do something good for people. Today, young people want to know what they are investing their energy in and supporting. And the question of what impact a company has on society and on the planet is very important to them. I can explain this very simply with “For Life”.
For example, a mine may look dirty, but it supplies the copper we need to achieve the mobility transition, because an electric car needs a lot of copper for its electric engine. And who has the most environmentally friendly pumps in the mining sector? KSB. The new brand claim gives employees a way to explain the company’s mission and purpose – and to do so with pride.
KSB also has a new logo that is three-dimensional and features larger letters. What were your thoughts behind this new logo?
Ayasse: We wanted a logo that would reflect our brand claim of being a Global Champion. We are a premium brand, a company with over 150 years of history that is synonymous with stability. That is exactly what we wanted to express with our new logo. Here again, we came up with a number of very different versions. We chose this logo because it conveys power, strength and stability.
What’s the feedback from employees about the new claim and logo?
Ayasse: We are in close contact with our communications colleagues who are implementing the new logo and brand claim and driving it forward at over one hundred of KSB’s local companies. The feedback has been very positive, both with regard to the logo and the claim. The claim expresses exactly how many employees feel about their work. Mr Timmermann, you travel a lot. What’s your impression?
Timmermann: In all modesty, I would say our employees are extremely enthusiastic. Without even asking, they say to me: “What you’ve done is just fantastic.” And the best thing is that our colleagues are proud to present the new brand claim and logo. Worldwide. They are delighted to introduce the new brand identity, whether they’re in India, South America or Africa. And that’s much more than I had ever expected. The fact that this process is making our employees feel so motivated is a real added bonus. It also shows how proud our employees have become of their company.
We still see the old logo and brand claim everywhere. What are the next steps?
Ayasse: We are taking around a year and a half to implement this change globally. Our marketing colleagues around the world are really excited about progressively updating and replacing the brand symbols across all of their channels and platforms. There’s an incredible amount of energy there, which makes me confident that we will achieve the transition pretty quickly. Of course, we need to manage the logo replacement process centrally for countless templates, systems and other things. For example, we are currently working hard to assess the best way to replace the logo on the roof of the entrance building at our Frankenthal headquarters. We will also be revamping KSB’s entire corporate design. We’re in the middle of that process right now, which of course is also a lot of fun.
What does “Solutions. For Life” promise your customers for the future?
Timmermann: The answer to this is simple: We speak the technical language of our customer groups. We identify with their challenges. We develop the best holistic solution to their problem and provide support for the customer and their systems for life – that’s KSB.
