Brand awarenes

What have Lock & Co, hat maker to the Queen, and Alpha M&E Technologies got in common? How about jeweller Cartier and building firm Skanska, or Schofield Lothian and Fortnum & Mason? Believe it or not, all of these diverse companies turn to the same man when they need to inject some fresh life into their image.

Steve Edge is a designer and branding expert renowned for his work with luxury brands. Clients include Learjet, Sunseeker Yachts, Bentley, master cobbler John Lobb & Sons and restaurant stalwarts The Ivy and Rules. Edge is an eccentric: sporting a wild mop of blonde hair, a rakish dress sense and an infectious nature that sparks excitement and energy into even the most dour of characters. He is also extremely astute when it comes to reinvigorating a flagging corporate image or repositioning a company within a competitive marketplace.

So when Ron Findlay, managing director of m&e contractor Alpha, decided it was time for a shake-up he turned to Edge. “Ron knew that the company needed to bolster its image, to reinforce client confidence and gain more large-scale projects,” says Edge. “He was looking to maximise Alpha’s potential and my very loose brief was to create an identity that would directly contribute to that.

“My forte is that I understand the meaning of a brand, how and where it has to work, in order to get the best out of it. While clients such as Alpha know their products and are experts in their field, they do not always realise the significance of brand recognition, the impact that they make with that first impression.”

Findlay says: “The sales process in the construction sector is largely similar to that of many other industries. The corporate ‘feel’ that Steve Edge will give us will not win us projects but will win us opportunities we would not otherwise secure. The first decision the client makes to place a company in line for consideration of a tender carries many of the same drivers as other significant purchases: do they reflect the issues I value; are they communicating clearly; does the presentation material put me at ease. These are the soft issues that determine whether we stand out for selection, amongst a host of competitors. Steve has a deep and full understanding of that need.”

Edge was commissioned to completely rebrand Alpha’s corporate identity. From its logo and stationery, to a new brochure and the company web site, the look and style of Alpha is being remodelled. Currently, Alpha and Edge are working together developing the style of the contractor’s tender documents. The process involves the creation of a set of templates that anyone in the firm can use, which, when packaged as a tender, will look professional from the first to last page. “We strive to present all aspects of a company with the same degree of professionalism,” says Edge. “The logo is the initial impact but you must not let yourself down by then offering a bundle of photocopies as your tender document. It looks bad and amateurish.”

This all-encompassing approach is critical to success in creating a renowned brand, believes Edge. His firm, Steve Edge Design, investigates every aspect of a company and how its corporate branding will be used before even attempting to work up a new design. “Producing a brand is like building the foundations for a home,” says Edge. “It is no use laying foundations for a three-storey building and then building another five storeys on top – the building will fall down. You have to create a brand with longevity: something that can be used in all instances – from being printed on a ballpoint pen to the front of a brochure or plastered across a billboard.

“Take the tender as an example. It seems an unusual step but it makes perfect sense when you think about it. The tender is an advert in itself. It is often only the second time that the client has heard your name so it is a serious marketing tool, something that needs to reinforce your brand. It must be easy to use and understand and present a polished feel. Professionalism like that breeds client confidence. It has to be a dynamic document that leaves a lasting impression. Then, you will stand a better chance of clinching the job.”

While clients such as Alpha know their products and are experts in their field, they do not always realise the significance of brand recognition

Findlay agrees: “In the delivery end of our industry we tend to think and act as engineers and believe everyone else acts in the same way. In many respects that is why we are still a low value industry both in regard and margins. Many purchasers and funders do not reflect the stereotype we hold and it is with them we must endeavour to communicate.”

Some would argue against all this polish, stating that if you do a good job then there is no need for all of this decoration. In the past Edge would have agreed. “Companies used to be able to trade on their name and most of my clients can still do that to some extent – it’s how I get some of my work. But, in today’s world we are bombarded with images and adverts 24 hours a day. We work in extremely competitive markets and to survive you need to differentiate yourself from the hoards of other companies that challenge for your slice of the pie.” Findlay was one of those sceptics: “I was dubious about this exercise when we set out. I didn’t really see anything wrong with our current logo. Now though, I believe there is a science to this and it’s definitely not just an exercise in ego.”

Construction, it seems, is beginning to wake up to Edge’s ideals, catching on to what retailers and restaurateurs have been aware of for a few years now. City Interiors, the London-based fit-out firm was the first construction company to approach Edge. That was 18 months ago. He now has 14 clients from the construction sector. These include architects, engineers, contractors and developers.

He is designing a new corporate identity for Skanska, along with marketing literature and a brochure. Schofield Lothian has been rebranded and Wates Retail is working with Edge on concept designs for the Wates Village, including drastic improvements in site accommodation. “Wates sees this as the way forward in attracting new recruits into the industry, all the while boosting its site presence and relationship with clients. It makes perfect sense.”

Edge has recently set up The Mix, a team of consultants who can be hired by firms to re-educate their staff in all forms of client relationships and winning business. His partners include an ex-client from the construction sector and a business performance coach. Their aim is to rebrand the business, teach staff how to best interact with clients and guide companies towards presenting the right information in the best way possible to win more work.

However we try to view the construction industry – any industry – the fact is that much of what we see influences what we think. This is not a case of style over substance but the recognition that professionalism in every aspect of our work is vitally important. Whether it is a beautifully presented menu, slick advert for a luxury car or strong logo on a building site hoarding, if it looks good we are attracted to it. Looks aren’t everything but, with a branding guru like Edge on board, those first impressions will help you go a long way.