Balfour Beatty Infrastructure Services (BBIS) has completed the first phase of a new five year business strategy with the assistance of strategic brand, marketing and communications advisor, StrategicFusion. Formerly known as RCS, the transport infrastructure and support services provider is now proactive in leveraging its position as part of the Balfour Beatty group of companies in order to achieve its ambitious growth targets. The move was driven partly by the results of a MORI poll carried out in early 2005 showing that although customers who had previous experience of RCS understood its offerings, the brand was not well known to a wider audience.

The company recognised that lack of awareness would potentially impact on its ability to compete for new business opportunities and therefore hinder its aim to increase turnover from GBP260 million to GBP400 million by 2010.

Glen Player, director at BBIS, explains: 'As part of our business development strategy, we regularly monitor external perception of our brand and how it compares with the competition'.

'When research confirmed that this was no longer aligned with our vision and targets we employed StrategicFusion's expertise to assist us in fulfilling our potential'.

'Key to this was creating a company profile that would have instant impact with prospective customers and ensure we remained 'top of mind'.

StrategicFusion was instrumental in developing a strategy aimed at creating a new, more defined and competitive position that would underpin the company's growth.

The work included shaping the brand, vision and corporate values, advising on the use of the Balfour Beatty name prefix and supporting design and roll out of the new brand identity.

It also incorporated extensive activity to ensure that the company's evolvement was effectively communicated to both internal and external audiences.

Stephen Rogers, managing director at StrategicFusion says: 'Balfour Beatty Infrastructure Services has the benefit of its heritage and accrued experience, reinforced by the Balfour Beatty name'.

'However, investment in a new vision, strategy and brand is not maximised if these are not clear to all stakeholders'.

'BBIS has reassured current customers as well as marketed the repositioned company to prospective ones'.

'It has also taken the critical step of ensuring that staff understand fully what is at the heart of the new strategic direction for the business and the impact this will have on their day-to-day working activities'.

Player concludes: 'For a project on this scale to succeed, it is essential that everyone involved sees value in working to achieve the end result'.

'StrategicFusion smoothed this process with its close 'fit' with our own company in terms of vision, values and culture'.

'It also brought heavyweight credentials of dealing with our sector, as well as experience of other industries and the fresh perspective essential to ensure our development is truly progressive.'