CorpComms Magazine

Faced with increased competition, a lack of differentiation among the key players and the impact of the recession on facilities management services, Haden Building Management needed to completely overhaul its brand identity, visual language and marketing and communications to stand out from the crowd and achieve its highly ambitious plans to grow turnover from £411 million to £1 billion within five years. A root and branch programme defined the differentiating qualities of Balfour Beatty WorkPlace (as Haden Building Management was to become) and its unique tone of voice.

Having identified the brand essence as 'Freedom to perform' (which created a strong platform for both internal and external communications), a strapline of 'We work. You Excel' resonated with both customers and employees while a new visual identity (comprising 670 silhouette illustrations representing all business areas) was created to demonstrate the depth and breadth of its service. The new branding programme, which the judges described as 'very creative and engaging,' was implemented across Balfour Beatty WorkPlace after its values - responsibility, enterprising, teamwork and heart - were devised and articulated on a 'corporate brand footprint,' a one page dashboard which could be referred to by all business areas.

These were developed into measurable behaviours by the company's human resources department, and built into a new performance review programme which was communicated to employees via competitions, poster campaigns, internal webcasts and newsletters. 'An excellent campaign across all categories,' said the judges, who were impressed by Balfour Beatty WorkPlace's 41 per cent increase in revenue in the first year of implementation. The company's tender conversion rate has also doubled from 25 to 50 per cent as clients appear more receptive to its new high quality and witty personality. 'Simple, clever and effective' concluded the judges.

Sponsored by

.

.

Shortlisted entries

The new face of the council - Brighton & Hove City Council

Cable & Wireless Communications rebrand - Cable & Wireless Communications - Agency: Elmwood

Rebranding Culture & Sport Glasgow - Glasgow Life - Agency: Tayburn

Proud to be part of local life - KC - Agency: Haines McGregor