Core Asset Co. Project Details

Core Asset Co. was working with well-known leaders in the mining industry. However, they weren’t clearly describing their capabilities or putting forward a brand that reflected their expertise.

  • Brand
  • Communications
  • Website

MAKING COMPLEX SIMPLE FOR CORE ASSET CO.

Many consultants in heavy mobile equipment (HME) and fixed plant performance have ‘catch-all’ service offerings. That makes it difficult for time-poor decision-makers in mining to know exactly which solutions provider actually meets their needs.

Despite working with leaders in the mining industry, Core wasn’t clearly and succinctly describing what it did, nor was it putting forward a brand that reflected its expertise and market position. While Core wanted to be known for solving complex problems as a turnkey solution, it had become well-established for labour hire. This didn’t align with the company’s strongest capabilities, which can deliver millions of dollars of value to clients.

Working in partnership with Vie Marketing, MindMoB knew that Core had to put its high-value offering front and centre in a way that was easy to understand, while projecting a trustworthy brand for major potential clients.

THE CHALLENGE

Founded in 2018, Core felt that there was a gap in the market to provide solutions that achieved business objectives – using facts over opinions to assist in complex and critical decision-making. It specialised in:

  1. Identifying multi-layered problems for asset owners,
  2. Providing valuable insights into those problems, and
  3. Implementing practical and proven solutions on the ground.

However, this service offering was not well communicated, leading to confusion among potential clients about what set Core apart from competitors.

Core deals with some of the top mining companies in Australia and the world. It needed its brand to be more sophisticated and present credibility. The company’s goals were to:

Transform Core’s branding to mirror the sophisticated services they offer to top-tier companies

Increase awareness of the value that Core has provided to past and current clients

Understand how to concisely communicate their unique and compelling service offering

Attract skilled team members and earn new business in a crowded market

SOLUTION

MindMoB began by engaging directly with Core’s clients – to determine their specific challenges and pain points when dealing with asset management consultants. This study validated Core’s approach, confirming how decisions around assets were often made without the data to support them.

Consultants typically offered opinion-based solutions, which didn’t address underlying issues or lead to sustainable results. They also rarely provided support with actual implementation. In both areas, Core was different. MindMoB set out to:

Develop a  brand and marketing strategy that highlighted Core’s ability to combine deep insights with data-driven solutions – while helping with meaningful and coordinated action on-site.

Overhaul Core’s website and point-of-sale material to incorporate these differentiators – while creating and sharing easy-to-digest case studies to show real results for their busy target audience.

OUTCOMES

Core Asset Co. is now armed with the marketing content it needs to continue to secure high-level clients in the mining industry. It doesn’t just present professionally, it knows how to explain why it’s unique to prospects and potential employees.

Throughout the relationship, MindMoB and Vie Marketing have…

Introduced a new brand identityfeaturing a sophisticated colour palette, device and patternto appeal to large corporates. 

Developed a Marketing Plan, to help grow the business by target market and audiencesegmented into actionable tasks. 

Refined Core’s high-level service descriptions into a three-pillar ‘Understand > Decide > Act’ format to make what they do clearer. 

Created a Communications Guide to ensure messaging consistency allowing everyone to articulate Core’s value proposition. 

Aligned Core’s Capability Statement with the updated messaging – to better showcase their services and technical knowledge. 

Revamped Core’s website with detailed case studies, testimonials and graphics to provide tangible proof of their meaningful results. 

I loved having a marketing partner who took ownership right from the start and who I could depend upon to bring the whole program to life.

Josh Old, Managing Director at Core Asset Co.  

Are you struggling to condense a complicated service offering into a clear sales pitch? MindMoB knows what it takes for B2B companies to succeed. Speak to the team to get started.