Vital to modern life
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.
Infrastructure for Life
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.
"Rebecca has challenged us as a business to recognise what others see as our strengths and to address our weaknesses. She's 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. We knew when we first met her that she wouldn't be afraid to tell it as it was. So far, this has proved to be the case."
JONATHAN CHAPMAN, DIRECTOR OF STRATEGY, BALFOUR BEATTY
Delivering a vision
We have 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.
Introducing a new vision for Balfour Beatty Services
Following a major change programme in 2013, the business units of Utility Solutions have become part of a wider Group function named Balfour Beatty Services, one of four operational divisions of Balfour Beatty Group.
To support this change, we have re-engineered the Utility Solutions website and are currently working with the leadership teams of the Power Transmission and Distribution and Living Places business units to define their messaging platform and plan a programme of communications to engage their people and customers in a new way of working and a new vision of the future.