Cordant

Cordant ranks number 9 with a score of 8.33. It provides recruitment, healthcare, security, cleaning and technical services to public and private sector organisations in the UK. As the only organisation from the Top Track list sector to make our top 10, Cordant demonstrates that higher revenues do not equate to a brighter brand.

Cordant positions itself as ‘a business with purpose’ and it is the only organisation in B2B’s Brightest Brands that speaks overtly about being a social business. This is a strong differentiator and sets a great example of how sustainability is crucial for long-term business growth. Cordant’s aim to use its profit to create a fairer society is a thread evident throughout the brand, influencing its purpose, business model, personality and values. Cordant is the first business in our top 10 to score highly for its brand values. ‘Candour', 'Collaboration', 'Opportunity', 'Relentlessness' and ’Disruptive innovation' align well to the brand idea and purpose. They are distinctive and memorable. Although Cordant has a clear aim to be a social business, it is in the early stages of its sustainability journey, with its first social impact report published last year. The business has yet to conduct a materiality analysis and develop ‘SMART’ quantitative targets with clear figures and dates. Cordant is the only brand in the top 10 without a clear Employee Value Proposition (EVP). We believe there is an opportunity for Cordant to develop its visual style, which, while highly distinctive, feels somewhat repetitive and inflexible.