The Challenge

With the merger between SATS and SFI, Singapore’s largest food manufacturing group, including many local and international food companies, SATS faced many complexities in trying to align and unify the brand across its businesses.

In light of these developments, DIA was asked to review SATS’ overall brand positioning and strategy with the objective of building a strong brand that is representative of its strengths in both services and food solutions.

The Insight

Extensive stakeholder and customer research revealed the need to unify and simplify the brand. DIA developed a new brand architecture around two divisions, SATS Food and SATS Gateway that aligned its businesses to customer needs. These were unified through a single minded brand promise ‘Passion to Delight’.

The new brand promise was captured in a bold and iconic mark of excellence that communicates with simplicity, clarity and authority, symbolising SATS’ global ambitions and seamless and reliable service across all its operations from airport services to food manufacturing.

Internally, ‘Passion to Delight’ also captured SATS’ service delivery approach in ‘passion’ and the end-delivery of ‘delight’ for customers, and provided the basis for continued staff engagement, creating a focused and deliverable employee value proposition.

The Impact

Within a year after the new brand was launched, SATS’ share price went up by 38% and its dividend rate increased by 53%.

Till today, SATS continues to deliver with passion as it strengthens its position as the leading provider of gateway services and food solutions in the region.