Constructing a new brand story for an industry leader - Laing O'Rourke
Laing O’Rourke is on a mission to be the recognised leader for innovation and excellence in the construction industry by 2025.
Our task was to help the business take a step closer by partnering with its UK and Australia hubs to define a clear and compelling global brand story that spoke to its clients, was true to its values and stood out from the competition.
Through interviews with customers and stakeholders across the business, we identified two key pillars from which to create a new value proposition. Firstly, Laing O’Rourke innovates with purpose. Its technologies and processes drive productivity and predictability across the lifecycle of each build. Secondly, with over a century and a half of experience and a close-knit team at its core, it knows exactly where and how to drive value for every client project.
We brought our strategy to life with a value proposition that reassures clients and celebrates Laing O’Rourke’s way of doing things: ‘Delivering certainty through the power of experience’.
It highlights the brand’s expertise and its ability to leverage the right tools to deliver excellence for clients, their projects, and the industry.
With our value proposition as a sturdy foundation, we produced an internal toolkit that explained the what, why and how behind the new brand story to help gain crucial buy-in from thousands of Laing O’Rourke employees around the world.
The toolkit came complete with a positioning statement, boilerplate messaging, sample assets, including social posts and print ads, and case study examples. These will help internal marketing teams communicate the new value proposition effectively in each international market they operate in. And, we’ve already seen the value proposition brought to life by some of Laing O’Rourke’s leaders in an inspiring internal video.
“bbp and b&b partners worldwide helped us develop a new global value proposition that resonates for our clients, and reflects our people’s determination to be the champions of a vital but undervalued sector. It’s been exciting to put into use.”
Group Director of People, Corporate Affairs & The Office of the CEO