EE

EE

The EE brand launched itself on the 30th October 2012. The company is a mobile network and have already successfully built the biggest and fastest 3G and 4G networks in the UK. EE, the UK’s most advanced digital communications company, is the first in Britain to offer superfast 4G mobile services alongside fibre broadband. We run EE, Orange and T-Mobile plans, delivering over 27 million customers the best network and the best service so they trust us with their digital lives.

The EE marque is different from other mobile networks making the company unique and allowing them to stand out from their competitors. EE specifically chose their brand colours as no other mobile network have these colours. The colours also work extremely well together as they clash and ultimately grab out attention. The EE brand looks modern with its graphics being circular. The logo then stands out with meaning as the dots or circular graphics add up to look like particles within the network coming together to make EE, the UK's biggest network.

With the modern graphics and clashing colours this will stand out to the UK, in particular a younger audience of most likely between 16-40 years. This would be EE's immediate target audience, although they do try to branch out and appeal to a wider audience.

Four physical elements the organisation has are included within their merchandise. EE brand their logo or marque onto their carrier bags, receipts, conclude their emails with this and also branded themselves within one of the biggest events of the social calendar; The EE BAFTAs.

The company's states: “We believe in giving the UK the best network and best service so our customers trust us with their digital lives. There are three pillars that we need to deliver in order for us to achieve our vision:

Best network: Building a new backbone for Britain, one that is set up to deliver for the people and the businesses of the UK in the 21st century.

Best service: Delivering outstanding service to our customers, 7 days a week, 365 days a year, through our stores, in our centres and on the web.

Customer trust and relevance: We will become the most trusted and relevant provider for our customers’ digital lives by providing a personalised service – with the products and services we offer, and through the way we sell and serve.

Our vision and our strategy can only be achieved by having great people working here. Empowered, challenged, supported and rewarded employees are key to our success.”

By using such a strong and clear mission statement this implies to their customers and possible buyers that they mean business. They know what they are striving for and won't stop until they reach their targets. Personally, I don't feel that EE needed to have such a big statement but by covering all aspects it shows that they are ready to become the UK's best mobile network; within its second year as a company, they have a strong advertising campaign with Kevin Bacon, over 1million customers and more of the UK covered with the fastest 4G speeds than any other mobile network.