The Importance of a Company’s Brand and Image






Parcelpoint, the Australian network of delivery, pickup and return locations, was born in 2011. After too many dreaded experiences of receiving the ‘sorry we missed you’ calling card, I knew there had to be a better way. And so, Parcelpoint was created – a service that gives customers more choice and flexibility when receiving and returning their online purchases. By partnering with local retailers, including convenience stores, pharmacies and service stations, we provide Australians with the option to collect and return their deliveries after hours and on the weekend. Our concept is simple and personal with no stress, no missed deliveries and no cards in the mail.


After 8 years of hard work and exciting growth for Parcelpoint, it was time for a brand refresh.


Not only was it time to update the company’s branding so it was more modern and current, it was also time to bring the company’s image in line with our offering. Parcelpoint has a central focus on the community and how we can work together to help each other out, so we wanted to ensure that our image was also reflective of this.


Your brand image is so critical. It’s the first thing your customers see when they engage with your service, so this element of business requires a lot of thought, time and work. You want to make sure that your branding is impressionable, current and appealing. With the online community constantly shifting and changing, it is so important to stay up to date and relevant to your customers whilst also upholding your company’s values and not losing sight of who you are as an organisation.


When it came to our recent rebrand, we engaged the services of branding and design agency; Cult Tribal. They worked closely with us, immersing themselves in how Parcelpoint came about, who we were and what we offered. Parcelpoint is all about bringing the communities we live in together and help to collectively make each other’s lives easier. Cult Tribal understood that. They knew we wanted to create a brand that in every manifestation spoke of that corner store connection.


From day one, our vision for Parcelpoint was to not only offer a much-needed service and alternative for Australians but to create a network that connects communities, whilst also solving complex problems. Parcelpoint’s new look is a reminder of this. A reminder that we can still stay in touch and connected with our local community and its members, and a further reminder of why a company’s brand and image is so important.


About the  author:

Julian Leach is the co-founder and CEO of Parcelpoint. Originally from the UK where he worked as a management consultant, a job which then brought him to Australia. Julian launched his innovative business Parcel Champs in 2011 and soon connected with Philip Lee, who launched Parcelpoint around the same time with a similar concept. Their ventures were the perfect match and that’s how they co-founded Parcelpoint.

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October 19, 2019

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