Challenging industry norms with brand strategy to achieve market domination
Alchemy Construct entered the Melbourne construction game just 7 years ago and now have an impressive repertoire of social infrastructure projects under their tool belts, including Melbourne Town Hall, Monash University and Royal Melbourne Hospital. With a goal of becoming a Tier 2 market leader in the next 5 years, Alchemy assembled their support crew to make this happen. After engaging the creative skills of the team at Studio Brave and expert assistance from business and branding advisor Simon Hammond, they tasked Taylor & Grace with mobilising their brand for domination by playing to an unlikely strength in their sector – empathy.
As the first port of call, Taylor & Grace conducted customer and stakeholder research and held collaborative workshops to understand Alchemy’s position in the market, current targets, strengths and future aspirations. From this, Taylor & Grace developed a core brand proposition – ‘Buildings of Impact’ – which allowed the company to talk about the emotional side of building and the legacy it leaves for the community it serves. This focus on the softer side of construction has been woven through all communication and brand touch-points and reflected in a tangible CSR strategy, with a particular emphasis on addressing gender inequality in the male-dominated industry.
Social media workshops
Despite the challenging market conditions caused by the global pandemic, Alchemy and Taylor & Grace have worked together to achieve their 40% year-on-year growth target. Not only that, their challenger brand stance has differentiated Alchemy from the competition, disrupting the market with memorable and emotional messaging that resonates with staff, clients and partners and most importantly – the competition. This has helped them build visibility and reputation which is critical in them becoming a market leader. The programme of work has helped to add depth to their internal and external comms, solidifying their position in the marketplace and in turn, attracting winning talent and all-important tenders.
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