Keeping pace with growth
Agency: Bench Creative
Challenge
MBM is a successful, national, independent professional services consultancy whose focus is primarily on the property and infrastructure industries. In market, MBM had a strong reputation as a reliable, competitively priced service provider but due to its rapid growth, suffered from a lack of understanding, both externally and internally, of the breadth of their service offering. Additionally, MBM’s identity was indistinguishable from its founder’s personal brand. With the founder’s impending retirement and a desire to implement new growth strategies, it was an ideal time to develop a Brand Strategy to ensure the continuing growth of the business and enable them to make in roads into non-Sydney markets.
METHOD
The desired outcomes for the new Brand and Positioning Strategy were to:
Connect client value drivers with the brand
Define who MBM is, what they do and what they stand for
Establish a differentiated market position, where MBM is the obvious choice by clients instead of decision making that is reliant on pricing
To delve deep into the business and prime future internal brand advocates, a range of stakeholders attended a Brand Workshop, which laid the foundations for the Strategy.
Key insights provided in the workshop indicated the differential advantage of MBM lies in its relational ethos regarding both its staff and clients. And that for MBM’s clients, the key driver is risk alleviation, which centres around a feeling of reassurance, whether that be financial, technical, legal or personal.
“For our clients, MBM provides the most reassurance (protection) because our bespoke solutions come from unrivalled client-to-expert relationships.”
MBM’s Value Proposition
MBM’S Positioning Line
Project outputs
New positioning line
Brand architecture for service lines
Design of brand refresh that compliments existing logo
Style guide and collateral templates
PROJECT TEAM
Creative Strategy, Art Direction and Design: Ashley King