Going for Excellence. Together.

Times change. From having worked with national oil and chemical companies,

Broström have moved towards “just-in-time” thinking and are now focusing

on adding more value to our large, global customers’ businesses.

This development demands a dedicated organisation and customer

relations which are built on mutual trust and credibility. There is simply no

room for compromises. We are partners in business with our customers

and your success is our success. This is a simple fact.

This brochure describes the Broström brand and our corporate culture –

the soul of our company. If you find the time to read it, you will understand

how we do things in our company, how we think and how we act in order

to achieve our vision – together with our customers.

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Going for Excellence. Together.

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We call this the Broström Brand Promise. The promise describes what you

can expect from us when we work together. The Brand Promise is our guiding

principle and that which will differentiate us from our competitors. It reflects

our commitment and our ambition, our attitude and our focus.

Going for Excellence. Together.

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A strong vision that provides clarity on the future direction of the company

is a powerful key to long term success. Supported by our core values, the

vision gives us guidance in our day-to-day activities and can help create

focus, energy and commitment to our customers’ challenges.

Our vision gives us guidance on how we develop unique and sustainable

tools for supporting our customers. The vision describes what we do

differently – something that our customers can place a value on. In this way

we will establish a strong relation with our customers; a win-win situation

which is the solid base for a sound business partnership.

A strong vision is a good start

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“To be recognized as the most attractive logistics service provider based on performance, reliability and respect.”

Our vision

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“To be recognized as the most attractive logistics service provider based on performance, reliability and respect.”

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Our key strategiesThis is how we turn our vision into a reality.

Broström will grow by increasing contract volumes, developing new markets, and acquiring companies.

Broström will lead the market in terms of quality, safety and environmental care.

Broström´s services will be cost-effective and improved continuously.

Broström will develop improved logistics solutions for its customers through its strategic alliance with Vopak.

Broström will lead the development of logistics solutions primarily for the oil and chemical industry by meeting its customers’ service needs.

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What you as a customer meet in your dealings with us, is what we call the

Broström brand. It could be through communication, meetings, publicity,

personal contacts or otherwise. Every contact situation creates an impression

of us in you and contributes to your perception of Broström. This is why we are

very concerned about our brand. Our aim is to create the correct perception in

you by doing the right things.

Our brand strategy guides our daily work. Our vision and core values are

clearly perceived in all our dealings with you, within the company and with our

partners. There are also other groups that – in one way or another – encounter

the Broström brand: business partners, shareholders, media and the society.

The Broström brand Our common focus point

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BrAnd sTrATEGy

PArTnErs

CusTOmErs

sOCiETy

EmPlOyEEs shArEhOldErs

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Above all it is the people that work with – or for – Broström, that give substance to our brand promise, create value for our customers and give credibility to our company.

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The Broström brand rests on three distinct core values. Values that express what

we as a company believe in and that form the basis for our corporate culture,

“how we do things in our company”.

Evolving from our history, and reflecting our key strategies, these values are the

promises that we – everyone working with or for Broström – have to live up to

whatever the situation, whatever the task.

This ambition demands full and continuous commitment in our daily work. And

even if we not always spell out the core values in our communication, they should

be strongly perceived by you and everyone else who meets the Broström brand.

The Core ValuesThe heart and soul of our brand

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ExCEllEnCE in PErfOrmAnCE

rEliABiliTy

rEsPECT

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Reliability means that we always keep our promises. Our customers, partners,

employees, shareholders should always be able to trust our word, our

honesty and openness.

We are there when you need us. We are prepared to respond quickly and

accurately to your needs and requests. We regard our customers as partners

in business, working together with full transparency towards the same goals.

We are not passive attendants to what is happening in our industry, but

active participants with the responsibility and courage to change and improve

the processes and systems we are working with.

reliabilityCore value no. 1

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We treat our customers, business partners and colleagues with the utmost

respect. You are the experts in your own fields and should be met with a

fair, open-minded attitude from our side. As colleagues we show each other

respect and we recognise the integrity of each individual in our organisation.

Respect also involves consideration for the environment. By showing respect

for rules and regulations, always being one step ahead, we demonstrate our

genuine concern for the future and the impact our operations have upon nature.

respectCore value no. 2

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We regard ourselves as the experts in our field, delivering excellence in performance

to our customers and partners, enabling you to stay ahead. By creating value for

you, we create value for ourselves.

By working pro-actively and in team spirit with our customers and partners, we

develop new solutions that meet both present and future customer needs.

Excellence in performance is a core value which is equally important within the

organisation, i.e how we co-operate and serve each other – ashore and on board

– as well as our partners.

Excellencein Performance

Core value no. 3

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This book is about Broström. It is all about our soul. What we stand for,

today and tomorrow. How we would like to be perceived and how we relate

to ourselves and to the world around us. How we do things in our company;

the “Broström Way”.

The purpose of the book is to try and describe to you the cornerstones of our

brand and our corporate culture. This is who we are, as a company and as a

brand, and we sincerely appreciate that you took the time and opportunity to

learn a little bit more about us. This aspect of our relationship is very important

for us, as we are going for excellence, together.

The Broström Way