Brand research and insights, stakeholder interviews and workshops, brand strategy and platform, brand rollout strategy and plan, visual identity, marketing collateral system and templates, website redesign, digital marketing (SEO/SEM, email marketing, LinkedIn marketing, social media marketing), content strategy and thought leadership marketing, environmental design, copywriting, culture branding, event branding, ongoing marketing support
Bohler’s Purpose: We Empower the Ambitious to Become the Accomplished
Having made a strategic decision to become a purpose-driven organization, Bohler engaged Substance151 in a rebrand to help align brand, purpose and culture; increase visibility, shift perceptions and build awareness in Bohler’s new geographic markets; align its brand and marketing communications with the firm’s corporate goals and priorities; and, ultimately, attract the most ambitious clients and employees to the firm.
Substance151 facilitated several input sessions and workshops with internal stakeholders – Bohler’s executive leadership, regional managers and employees; analyzed the competitive landscape; and interviewed Bohler’s most ambitious prospective and current clients to find out what Bohler needs to do to empower them to become the accomplished.
Analyzing all data collected through brand research and turning that information into strategic insight, we determined that a very real need exists for engineering firms to see things from the developer’s perspective.
Bohler’s ideal clients – those who are most ambitious – need to figure out the future if they are going to survive and thrive in the always-changing environment.
As Bohler customers’ needs evolve, the need to think ahead and to realize opportunities that make them “accomplished” will remain a constant.
And to continually evolve and meet the new challenges, Bohler’s customers need a partner that can help them think ahead:
A partner who understands their evolving needs and can look at the total long-term partnership, beyond the narrow scope of a project at hand.
Capitalizing on our brand and customer research, we developed a brand strategy that sets a framework for further defining what the Bohler brand needs to do, say and become in order to strategically shape customer perceptions, attract “ideal” clients and talent and to create differentiation and relevance in the marketplace.
The new brand platform fully aligns with Bohler’s purpose and makes it more meaningful and tangible for both clients and employees.
Stemming from the bold purpose “we empower the ambitious to become the accomplished,” the new brand and all of its expressions are equally bold, distinct and memorable.
Dropping “engineering” from the firm’s name reflects its ever-expanding scope of services in response to clients’ and real estate development industry’s evolving needs. It’s also symbolic of Bohler’s role that expands far beyond what’s perceived as the traditional “engineer.”
Thank you for everything you have done for us. We truly look to you as a partner on our journey.
Adam Volanth, PE, President and CEO, Bohler
Do you have a branding or marketing project in the works? We’d love the opportunity to share how our approach can help you fast-forwards results. To start a conversation, fill out our project inquiry form, call 410-732-8379 or email.
Project Inquiry
