Back in October 2018, Openreach became a legally separate company from BT, with our own board and strategy. This gave us the opportunity to transform our brand, from the way we talk, to the way we act and treat all of our customers – including BT - equally.
The big re-brand challenge
For the last two years, we’ve removed thousands of BT logos from our vehicles, uniforms and buildings, and we’ve brought the new independent Openreach brand to life.
As part of our commitments to Ofcom, we promised to do this within three years, but we’ve done it one year early, updating 27,907 vehicles, 42 offices, 33,479 pass cards and 1,531 web pages in the process.
But a brand is much deeper than a logo and a colour palette.
For it to truly mean something, it has to be embedded into our culture.
Openreach Engineers – 33,000 brand ambassadors
Our engineers are the face of Openreach.
They visit thousands of customers every single day. And what they say about themselves and our business is what forms the foundation of how we’re perceived.
We know that our people are prouder than ever to work for us, with us placing in The Sunday Times top 25 big companies to work for, and they work hard every day to make sure our service provider customers - and their customers - get the best possible service.
And we’re making real progress on that front.
Between April and June this year we achieved our highest ever Net promoter score.
On top of that, we know that more and more people are starting to recognise and appreciate the impact that Openreach has on the nation.
More than 81% of people in the UK have now heard of Openreach and are aware of what we do, which is a 20-point improvement from where we were in 2017.
Our response to Coronavirus embodies this.
We worked hard at the outset of the COVID-19 pandemic, and during the lockdown, to explain to everyone who Openreach is, what we’re doing to keep the nation connected, and how our engineers had keyworker status to do just that.
Superbrands – A Brand Platform for the future.
All this hard work by 33,000+ people in Openreach has culminated in us being awarded the status of ‘Superbrand’ for 2020/21.
We’re really proud because that’s a status you can’t buy or apply for.
It’s awarded for quality, reliability and distinction by a combination of an expert council, business executives and consumers – all voting on a comprehensive list of 3,200 UK consumer and business-to-business brands.
But of course, our work is far from done.
We’ll be building on our Superbrand platform and working tirelessly to become a brand known for excellence. As your network provider of choice, that keeps our nation’s homes, schools, hospitals, libraries, businesses, broadcasters and government connected to the world.
With the ever-increasing reliance on connectivity, we’re already busy building a new, more reliable, Full Fibre network.
On a personal note, I want to thank the thousands of people that have worked so hard to get the Openreach brand to this point.
There’s been a laser focus on improving our services and processes from the ground up, and we’ve got a really exciting future ahead.
Director of Brand and Digital