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Colt generates extraordinary connections for customers and employees with new global brand repositioning

Brand repositioning built on customer insight reflects Colt’s core values, ESG commitment and digital strategy, as company challenges traditional telecoms industry reputation across international markets

Colt Technology Services, the digital infrastructure company, today revealed its new global brand repositioning as it continues to disrupt and transform the traditional telecoms industry. The brand update, built on in-depth data and insights gathered from employees and customers across 12 countries, centres on a new vision and purpose which reflects Colt’s industry-leading commitment to customer experience, delivering extraordinary connections to its people, customers, partners and planet. Colt’s new vision is to be the digital infrastructure company that the world’s leading businesses choose to connect with; its purpose is to put the power of the digital universe in the hands of its customers wherever, whenever and however they want.

Placed in the top 1% of global businesses for sustainability by EcoVadis and named a Frost & Sullivan company of the year, Colt is disrupting the traditional telecoms industry with its customer experience-led, consumption-based strategy, driving digital transformation for global businesses.

Yasutaka Mizutani (Mizu), chief marketing officer for Colt Technology Services, said, “Over the past few years, we’ve seen brands begin to ‘humanise’ – to share their purpose and values, using a warmer tone of voice and human-centric brand identities, but unless these words are backed up with action they risk becoming meaningless.” He continued, “At Colt, we wanted to reposition our brand to highlight the role we play in connecting our customers with the digital universe – and to reflect the responsibility we have as custodians of our business, to create a fair and equitable organisation which positively contributes to society. 80% of our customers at a recent Customer Advisory Board felt the brand refresh better reflected how our business helps them generate extraordinary connections to drive future success. We’ve had a great response from employees, too.”

Colt launched the brand repositioning employee-first at a global physical and virtual event – The Big Connect – sharing the new vision and purpose with over 5000 employees in September, marking Colt’s 30th anniversary. The Executive Leadership Team attended key location hubs in person, inJapan, Singapore, India, Romania, Italy, France, Germany, United Kingdom, Spain, and the USA, with live broadcasts to in-person and remote employees.

Mizu said, “Making sure the brand refresh works cross-culturally is absolutely critical to us as a global business. We’ve addressed this by onboarding brand ambassadors across our regions to discuss the suitability of messaging and any nuances in language. We’ve delivered briefing sessions, webinars, workshops and brand training programmes which we’ve translated into six languages, but we continue to work together and learn from each other”.

One of just a handful of telecoms companies led by a female CEO, Colt is trailblazing programmes to drive Diversity, Equity and Inclusion and I as part of its ‘ESG (Environmental, Social and Governance) by Design’ commitment which sees ESG underpin every part of its business. The brand repositioning reflects this, with messaging that focuses on customer choice and an evidence-backed commitment to people, partners and the planet.

Find out more about Colt in this video.