MailExpress, a national business-to-consumer lightweight package delivery company, is now known as Streamlite. Atlanta-based Streamlite specializes in low-cost, trackable delivery of parcels weighing 5 lbs. or less.
Why the rebranding? One priority was better to align the company’s brand with its service offering, says Holly Noah, Streamlite’s director of marketing. “Our full corporate name was Global MailExpress, a name that implied we were in the global overnight flats mail business,” she notes. “Streamlite better expresses our focus and unique positioning in the market.”
The alignment between brand and service offering enables Streamlite “to more effectively communicate who we are and what we do, instead of explaining what we don’t do,” Noah says. “Ultimately, rebranding will enable us to appeal to a broader market.”
Brand protection was another reason for the change. MailExpress and Global MailExpress, because of their close association to other products and service providers, could not be Service Mark registered and protected, Noah says. “Protecting our brand is very important to us.”