By Philippe Delpech, Sonepar President & CEO
Branding is part of the strategic management of a company’s reputation. It encompasses the values, mission, and promise that define the organization, guiding internal culture and external communication to build long-term trust, value, and recognition.
When I joined Sonepar in 2017, we took the decision to review the house of brands within Sonepar, at that operating on a decentralized business model. We asked all companies within the Group to add “A Sonepar Company” baseline and most to redesign their logos to improve visual as a first step. While some embraced this change from the outset, others were initially resistant, often because updating a brand identity can be an emotional topic especially when logo was designed by founders.
Interestingly, those who were hesitant at first and then went through the rebranding process discovered unexpected benefits. The project became an opportunity to engage with associates, foster a sense of belonging, and open new conversations with customers and suppliers. In the end, many found that adding a link to Sonepar strengthened their connection to the Group and enhanced their reputation in the market.
In 2021, Sonepar introduced a refreshed brand identity to reaffirm our core values and accelerate the Group’s transformation. At the same time, we began deploying Spark, our global omnichannel platform, which required a unified brand presence within each country. As a result, many countries transitioned from their historical brands to adopt the Sonepar name, a brand that now accounts for more than 30% of our global sales.
Our brand is much more than a new logo. It is really about what defines us, how we act every day, and what sets our business apart from the crowd. We then went ahead to unveil our Purpose – our why – in 2023. Sonepar’s Purpose is firmly anchored in its core business activities and is expressed through six bold group-wide commitments. These commitments serve to unite associates and stakeholders, fostering engagement around shared initiatives and concrete goals.
Our refreshed identity is a reaffirmation of the values we have lived by for over 50 years. As a family-owned group with a long-term vision, Sonepar empowers its companies to operate business autonomously whilst leveraging governances, processes, tools, and our global scale. This is encapsulated in our brand tagline “Powered by Difference.” We made sure our new visual identity reflects this, offering a flexible color palette so each company can retain its unique character, a detail that is proved essential.
At Sonepar, we take a pragmatic approach to branding, recognizing the diversity and legacy within our Group. Every branding decision is made thoughtfully, considering the unique history and market context of each company. In fact, some of our businesses are still managed by original family members, and the company names continue to honor their legacy demonstrating our respect for tradition and local leadership.
It is inspiring to see so many countries where multiple brands once coexisted in a single market, embracing the new Sonepar brand identity to replace numerous historic brands.
We have also simplified our branding strategy for new acquisitions. When a new brand joins the Group, we ensure it feels and looks like Sonepar, helping new teams feel part of a larger family while honoring their roots. This approach strengthens our sense of belonging and unity, while celebrating the individuality that makes each company special.
Today, there is no plan to move all of our operating companies to the Sonepar brand. The most effective way for a company to adopt the Sonepar brand is when a local management team is genuinely convinced that this is the right path forward, recognizing the benefits and resources the Sonepar brand offers. This has recently been demonstrated in Sweden, where a long-standing local brand more than a century old was successfully replaced by Sonepar, unlocking new opportunities and assets for the team.
The results speak for themselves: attracting top talent is easier when you are part of a major global Group, and supplier relationships have grown stronger. Sitting across the table as Sonepar, rather than a small local company, brings real advantages in negotiations and pricing.
I truly believe we have leveraged our branding strategy to its full potential. For me, that is a very good definition of leverage: building unity, pride, and opportunity for everyone at Sonepar.