The Graebel Brand Experience

Purpose

Behavior

Values

Principles

Promise

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When others see unfamiliarity, we see a world of opportunity. This captures the essential truth of what we do day in and day out. And it comes from our history of looking forward and up. Our people-first promise to create exceptional mobility experiences enables our clients, service partners, and ourselves to positively embrace what can be otherwise a daunting transformation for companies and people.

Open a world of opportunity

Our purpose

To help you understand who we believe we are, we’ve identified five words that embody the things that are most important to us and to our audiences. They are the guideposts for what we do, what we say and how we say it.

To become a great brand, the experiences we create should be anchored in the tenets found here — and driven by the behaviors that define our unique culture

Our behavior

We’ve always been a family business, not simply because generations of Graebel family members work here, but because of our shared values of respect, honor and caring. We express these values in three words.

A few call us a company. Most call us a family.

Our values

Everything we do is shaped by this unwavering mentality so that everyone is understood, enabled and supported every step of the way.

Even our technology platform, while fueled by data, is calibrated with each client to create custom solutions and personal experiences.

Our principles

Today, Graebel is one of the top talent and workplace mobility providers in the world, serving 165 countries across six contients. But our service-oriented spirit is still in our DNA. Our ultimate mission is to put people at the forefront. People-first mobility.

Our founder, Dave Graebel, started the company by hauling household goods in 1950 with the goal to be of “unusual service and value to everyone we serve”. His moving business grew and grew over decades, setting industry standards along the way.

To connect with our audiences, they need to know more than what we offer – they need to know why we exist. What we stand for. What gets us out of bed each morning - our story, our beliefs, our reasons for doing what we do. Our goal is to connect emotionally with those we serve.

The Graebel Brand is represented by our culture and how we do business. Since 1950, our company has evolved but our promise hasn’t…People-first Mobility. Always.

Our Promise

Whether you’re just starting a career at Graebel Companies, or are already a member of our family, this guide will help you define, embrace and reflect our brand.

we are will always

It is who we are. It is our DNA. It is pure Graebel. It is how we will become the trusted brand in global mobility.

My hope is that our actions, interactions and moments of truth will always be a sincere reflection of our core beliefs and the thinking behind them.

Brand Experience

People-First Mobility

Dependable

Teamwork

Nimble

Curiosity

Empathy

See Graebel’s values in action

We’ve found that when you put people first, take the time to understand clearly, care deeply for each other and grow purposefully, you truly will become family.

Our Principles

Our Culture

Integrity

Love

Grow purposefully

Care deeply

Understand clearly

Continents

Countries

165

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We open a world of opportunity

Brand Purpose

Brand Behavior

Empathy, Curiosity, Nimble, Teamwork, Dependable

Brand Principles

Understand Clearly Care Deeply Grow Purposefully

Brand Promise

Working with leading companies in 165 countries across six continents gives us a unique perspective of what our clients experience. We always approach client opportunities from their perspective so they know that their concerns are heard.

Empathy

Would much rather over deliver than over promise

Honesty is the foundation of every healthy relationship, so Graebel seeks to live that value every day. We:

We dig deep to clearly understand our clients’ unique needs, desires, goals, constraints and ambitions — so we can align projects, programs and policies. We ask lots of questions, starting with why.

be as important as

we are

Who

Why

Say what we’ll do and we do what we say

Are never abrasive or condescending in delivering truth

Are respectful, realistic and straightforward in all our dealings

We have a deep emotional investment in our clients’ successes. Their challenges are our opportunities. That’s where the Graebel duty of care comes in. We don’t merely blur the line of client partnerships. We virtually eliminate it.

We set the bar for exceptional — and then raise it with fresh ideas, leading tools and innovative approaches that help our clients respond faster to market changes.

Truth

You’ll seldom see “love” as a company value, and that’s just fine with us. It manifests itself in many ways at Graebel. Love, as expressed by mutual respect. Love of self. Occasionally tough love. And, yes, we love working with our partners, clients — and each other!

We place a high value on integrity. A strong moral foundation. Unwavering principles. We’re not driven solely by numbers. Or a balance sheet. Integrity is at our core, and it’s one aspect of business with us that’s nonnegotiable.

Curiosity

We promote lifelong learning and continuous improvement. We embrace challenges as opportunities to solve tricky problems, grow purposefully, and to successfully reach the next level.

Nimble

We place a great value on individual empowerment to do what’s right for our clients, service partners and communities. We not only track the best practices in the industry, but more often than not, we set the standards.

Teamwork

We rely on each other to recognize opportunities for ourselves and our clients. We value diversity because it opens perspectives and possibilities. Teamwork is the foundation of our innovation.

Dependable

Like a family, our culture is grounded by reliance on each other to achieve higher levels of performance. We are driven by creating exceptional mobility experiences for everyone involved.

People-first Mobility

Chairman and Chief Executive Officer

Bill Graebel

The Graebel Brand Experience

Truth

Love

Integrity

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