SBM Company is a family-owned group of French origin, created almost 30 years ago and present in more than 31 countries throughout Europe and North America. SBM designs, produces, and markets products for the care and protection of crops, gardens, and homes.

The business is ambitious and highly entrepreneurial, growing rapidly through acquisition and amalgamating acquired companies (including the Bayer garden business) into SBM. In such a fast-paced environment, defining clearly the SBM vision, mission and values became a key priority for helping to unify the wider business behind the corporate goals.

Working in collaboration with Hanne Kristiansen, we designed an approach which combined an online staff survey with stakeholder interviews, self-facilitated workshops run by managers and team leaders with working sessions with the ExCo to define and agree a set of brand values, summarised as ‘ESPRIT’, to unite and guide the business.