Going for Excellence. Together.
Times change. From having worked with national oil and chemical companies, Broström have moved towards “just-in-time” thinking and are now focusing on adding more value to our large, global customers’ businesses. This development demands a dedicated organisation and customer relations which are built on mutual trust and credibility. There is simply no room for compromises. We are partners in business with our customers and your success is our success. This is a simple fact. This brochure describes the Broström brand and our corporate culture – the soul of our company. If you find the time to read it, you will understand how we do things in our company, how we think and how we act in order to achieve our vision – together with our customers.
Going for Excellence. Together.
We call this the Brostrรถm Brand Promise. The promise describes what you can expect from us when we work together. The Brand Promise is our guiding principle and that which will differentiate us from our competitors. It reflects our commitment and our ambition, our attitude and our focus.
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A strong vision
is a good start
A strong vision that provides clarity on the future direction of the company is a powerful key to long term success. Supported by our core values, the vision gives us guidance in our day-to-day activities and can help create focus, energy and commitment to our customers’ challenges. Our vision gives us guidance on how we develop unique and sustainable tools for supporting our customers. The vision describes what we do differently – something that our customers can place a value on. In this way we will establish a strong relation with our customers; a win-win situation which is the solid base for a sound business partnership.
Our vision “To be recognized as the most attractive logistics service
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provider based on performance, reliability and respect.�
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Our key strategies This is how we turn our vision into a reality. Broström will lead the development of logistics solutions primarily for the oil and chemical industry by meeting its customers’ service needs. Broström will develop improved logistics solutions for its customers through its strategic alliance with Vopak. Broström will lead the market in terms of quality, safety and environmental care. Broström´s services will be cost-effective and improved continuously. Broström will grow by increasing contract volumes, developing new markets, and acquiring companies.
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The Broström brand
Our common focus point
What you as a customer meet in your dealings with us, is what we call the Broström brand. It could be through communication, meetings, publicity, personal contacts or otherwise. Every contact situation creates an impression of us in you and contributes to your perception of Broström. This is why we are very concerned about our brand. Our aim is to create the correct perception in you by doing the right things. Our brand strategy guides our daily work. Our vision and core values are clearly perceived in all our dealings with you, within the company and with our partners. There are also other groups that – in one way or another – encounter the Broström brand: business partners, shareholders, media and the society.
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Customers Employees
Shareholders Society
Partners
Brand strategy
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Above all it is the people that work with – or for – Broström, that give substance to our brand promise, create value for our customers and give credibility to our company.
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The Core Values
The heart and soul of our brand
The Broström brand rests on three distinct core values. Values that express what we as a company believe in and that form the basis for our corporate culture, “how we do things in our company”. Evolving from our history, and reflecting our key strategies, these values are the promises that we – everyone working with or for Broström – have to live up to whatever the situation, whatever the task. This ambition demands full and continuous commitment in our daily work. And even if we not always spell out the core values in our communication, they should be strongly perceived by you and everyone else who meets the Broström brand.
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Excellence in Performance
Respect
Reliability
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Core value no. 1
Reliability Reliability means that we always keep our promises. Our customers, partners, employees, shareholders should always be able to trust our word, our honesty and openness. We are there when you need us. We are prepared to respond quickly and accurately to your needs and requests. We regard our customers as partners in business, working together with full transparency towards the same goals. We are not passive attendants to what is happening in our industry, but active participants with the responsibility and courage to change and improve the processes and systems we are working with.
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Core value no. 2
Respect
We treat our customers, business partners and colleagues with the utmost respect. You are the experts in your own fields and should be met with a fair, open-minded attitude from our side. As colleagues we show each other respect and we recognise the integrity of each individual in our organisation. Respect also involves consideration for the environment. By showing respect for rules and regulations, always being one step ahead, we demonstrate our genuine concern for the future and the impact our operations have upon nature.
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Core value no. 3
Excellence in Performance We regard ourselves as the experts in our field, delivering excellence in performance to our customers and partners, enabling you to stay ahead. By creating value for you, we create value for ourselves. By working pro-actively and in team spirit with our customers and partners, we develop new solutions that meet both present and future customer needs. Excellence in performance is a core value which is equally important within the organisation, i.e how we co-operate and serve each other – ashore and on board – as well as our partners. 23
The Broström Way This book is about Broström. It is all about our soul. What we stand for, today and tomorrow. How we would like to be perceived and how we relate to ourselves and to the world around us. How we do things in our company; the “Broström Way”. The purpose of the book is to try and describe to you the cornerstones of our brand and our corporate culture. This is who we are, as a company and as a brand, and we sincerely appreciate that you took the time and opportunity to learn a little bit more about us. This aspect of our relationship is very important for us, as we are going for excellence, together.