Corporate Brand Strategy: case history

BMT Group, a global engineering consultancy adopted a new Corporate Brand Strategy for 2007

A Corporate Brand Strategy review was undertaken by BMT Group Ltd in 2006.
The company is a global engineering consultancy with 28 independent, specialist subsidiaries. The organisation was becoming increasingly divergent and so a Corporate Brand Strategy brief was issued from the office of the Chief Executive. Our response
was to suggest alignment of thinking rather than purely imposing visual alignment.
The following describes a 9 month Corporate Brand Strategy programme that embraced
all aspect of Corporate Brand Management including brand architecture, Business Naming strategy, and Corporate Identity Consultancy

"My impression is that it [BMT's new brand and identity] is truly excellent
and I am extremely pleased by what you have created. I have no doubt that
the best decision I made last year was to appoint Greenhill McCarron to assist
us in the task of strengthening our corporate brand. It has been an education working with you and one which I have greatly enjoyed. Thank you."

Peter French, Chief Executive, BMT Group

The following pages describe the case history in more detail, specifically: Corporate Branding Consultancy process chart, Mission Statement development, Company Logo Design, Company Naming, Staff Alignment, Consistent Web Design and Identity Guidelines