A Lesson in Brand Messaging

President, Lauren Helm, posing with Danfoss Turbocor compressor.

Recently, I had the opportunity to tour the Danfoss Turbocor plant in Tallahassee, Florida, as part of an economic development program co-hosted by the Office of Economic Vitality and Leadership Tallahassee. Danfoss has worldwide sales in more than 100 countries and employs over 42,000 individuals worldwide, who they consider the foundation of their success. 

During our tour, I noticed the tagline on the wall: We engineer tomorrow to build a better future. It got me thinking. How can a company founded in 1933, celebrating its 90th year in business, possibly know about the future at the close of 2023? 

Founded in a small farmhouse in Nordborg, Denmark, Mr. Mads Clausen was onto something. He began building the first thermostatic expansion valves that control the amount of refrigerant liquid injected into a system. With a partnership established with a Netherlands distributor, Mads Clausen climbed his way to over 305 patent applications by his death in 1966.

With efficient energy as a focus, the Danfoss team sought ways to improve everyday life for millions worldwide. They have snowballed and continue to build innovative energy-efficient solutions for multiple markets to reduce emissions, produce cost savings, and optimize energy solutions. 

In 2020, Danfoss set an ambitious goal to become carbon-neutral in all their global operations by 2030. At the same time, the company also announced that it aims to place women in 30% of leadership positions by 2025. Accomplishing what they said they would, Danfoss’s largest production facility in Nordborg, Denmark, became carbon neutral in 2022. With these bold statements and investments over time, Danfoss continues to drive the green transition through energy efficiency, machine productivity, lower emissions, and electrification. 

In their words, Danfoss turns words into actions. So, yes, the tagline is true. It’s woven into the company’s DNA and remains at the core of everything they do. Consider this an excellent lesson in brand messaging from the start.