The change follows 18 months of research that showed that its employees were its greatest asset and key differentiator. The company says the new brand name is aimed at reflecting its staff “happily going about their work”.
The move comes as whistl looks to expand rapidly, with the aim of increasing its staff levels from around 3,000 now to 20,000 by 2019. It is also trialling a new delivery system that will see its staff deliver post using electric unicycles, dubbed AirWheel’s, that can be used on pavements and that the company hopes will make its service faster.
If successful, the system will be rolled out nationwide.
Nick Wells, whistl CEO, says: “The new brand reflects the team work culture of our business, our positive can-do attitude and our aim to do the right thing for our colleagues, customers and the communities in which we work. Whistl is dynamic and entrepreneurial; we will continue to make a noise in the industry, whether this is through innovation or challenging convention, so our clients continue to love us and we continue to be successful.”
Whistl was forced to rebrand due to the separation of TNT Group, which created two separate companies – PostNL, Whistl’s parent company, and TNT Express. As part of that deal, TNT Express retained the rights to use the TNT brand, meaning it was legally required to change its name before the end of the year.
The new brand covers its four business areas – mail, packets, and parcels, doordrop media and logistics.
TNT Post began operating in the UK in 2004 and is now the number two postal delivery service behind Royal Mail. It offers an end-to-end delivery service in parts of London, Liverpool and Manchester but has come in for criticism from Royal Mail for “cherry-picking” more profitable routes.
Royal Mail is required to deliver a universal seven days a week under the Universal Service Obligation, even unprofitable rural routes.
TNT Post recently had an ad banned by the Advertising Standards Authority after the ad watchdog agreed with Royal Mail’s complaint that TNT Post’s claim that it “operates under the same rules and regulations as Royal Mail” was misleading.