Balfour Beatty Utility Solutions
Explaining a complex engineering business, simply
Developing a core proposition for a key player in the utility infrastructure sector, engaging internal and external stakeholders with a shared sense of purpose.
Insight
Selected in a formal procurement process to conduct a review of the Balfour Beatty Utility Solutions brand, RBL consulted with a diverse cross section of stakeholders to find out current perceptions and identify the strengths and weaknesses that needed to be addressed. Much of this touched on issues that were only partly related to the brand. ‘What’ they did was clear to most stakeholders but communications were failing to explain ‘how’ the business approached challenging projects and ‘why’ their role was so essential to modern life.
Ideas
We put forward a detailed brand proposition that provided BBUS with a blueprint for all communications and introduced the new strategic positioning of ‘Infrastructure for Life’; a clear and coherent brand message that has helped to unify the diverse initiatives within Balfour Beatty Utility Solutions and establish a connection between their day-to-day operations and the social benefit they deliver.
Impact
We played an essential role in developing and delivering a core suite of materials in print, online, film and digital formats to help tell the brand story internally and externally, including a comprehensive new website and a short film. Newly designed office space, an employee pocket guide and a quarterly internal magazine formed part of a wider strategy to integrate new brand messaging into the everyday work life of over 4,000 employees.
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“rbl have challenged us as a business to recognise what others see as our strengths and to address our weaknesses. They've put forward some bold ideas that have forced us to make some clear decisions about the future positioning of our business and what we want our brand to be recognised for.”
Jonathan Chapman
Director of Strategy, Balfour Beatty
