Project Details
When competitors have a stronger voice in the market, it can lead to quiet-achieving B2B companies being left behind. Make sure prospective clients know your success stories!
- NVoice
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Building a brand to inform clients and attract talent
PSA Consulting enjoyed significant organic growth in town and transport planning and traffic engineering for almost two decades.
Word of mouth drove the company’s success. Company directors and associates predominantly built personal connections and executed the work – leading to clients knowing individuals and not the company as a collective.
Now a medium-sized business, PSA was concerned that this approach made building the brand more difficult and was limiting growth. Competitors were also actively promoting themselves, and PSA was not included in tenders. This suggested that the market lacked awareness of PSA and its full suite of services.
PSA turned to Vie Marketing, in collaboration with MindMoB, to refresh its brand and promote its services across the public and private sectors. The pair would achieve this by developing the company’s and team’s profiles, while also attracting a talented workforce with the right culture to help deliver a diversified portfolio of work.
Business challenges
Quietly succeeding
PSA was quietly delivering strong results, but without promotion, they risked being overshadowed by competitors who were actively marketing and showcasing their work.
An untold advantage
PSA had the talent, scale, and expertise to rival major consultants — but without visibility, few knew what they were truly capable of. It was time to change that.
Untapped opportunities
Many PSA clients engaged in just one service area, unaware of the broader capabilities available to them. Without greater visibility, opportunities for deeper partnerships were being missed.
Hidden achievements
PSA had built an impressive portfolio across government and private sectors, but without promotion, these successes remained hidden, limiting their potential to build brand authority and attract new work.
Marketing challenges
PSA’s broad service offering spans multiple target audiences across various industries. While some services apply universally, others are highly sector-specific.
For example:
- Policy development for land use planning is essential for local councils, but not relevant to property developers.
- Parking design for residential buildings is critical for property developers, but not typically needed by local councils.
The company needed to both:
A comprehensive solution
Present itself as a comprehensive partner across the entire planning, approvals, and engineering process.
Specific interconnected services
Clearly target distinct audiences with the specific, interconnected services most relevant to their sector’s needs and workflows.
Objectives
Brand resonance
Create contemporary branding and communications that resonate with potential clients and employees.
Capability clarity
Communicate PSA’s complex capabilities in a way that’s clear and easy for partners and clients to understand.
Client education
Educate clients on PSA’s individual and complementary service offerings to cross-promote where applicable.
Employer positioning
Elevate PSA as an employer of choice to attract candidates with both the right skillset and cultural fit.
Team credibility
Showcase the breadth and expertise of the PSA team to build trust beyond individual directors and associates.
Project validation
Share PSA’s depth of projects to demonstrate their experience and provide proof of success across sectors.
Approach
MindMoB began by immersing themselves in PSA’s operations, conducting interviews and workshops to understand their business, people, clients, and competitors. From there, they:
1. Defined the brand from the inside out
MindMoB worked closely with PSA’s leadership to explore internal and external perceptions of the business. A brand think tank and stakeholder interviews revealed how PSA was seen in the market and uncovered its true points of difference. These insights informed a refined brand narrative – “connecting communities and creating better places” – and a refreshed visual identity aimed at attracting the next generation of clients and talent.
2. Articulated PSA’s value proposition
Instead of generic claims like “quality” and “trustworthy,” MindMoB helped PSA define four tangible value pillars, grounded in real client feedback: big-business capability with small-business service, direct and honest communication, clear client-focused delivery, and a people-first culture. These were backed by specific examples of success, shaping messaging that directly addressed client pain points.
3. Simplified complex services
To solve the challenge of communicating PSA’s multi-faceted service offering, MindMoB developed a unifying Service Graphic. Adaptable for both individual and combined use, it gave clients a clear snapshot of PSA’s capabilities. Deeper ‘playbooks’ were created for each service line, offering detailed breakdowns, success stories, and cross-service opportunities – all designed to support informed decision-making.
4. Delivered a brand-new digital presence
MindMoB designed and built a contemporary website that delivered on PSA’s marketing objectives. It featured real client testimonials, showcased staff across all levels, and presented projects by service type. New functionality was introduced, including sub-service pages, a careers hub with job listings, and tracking tools for engagement and lead generation – all tailored to attract both clients and talent.
5. Activated the brand in market
Once the brand and website were live, MindMoB supported PSA in rolling out a consistent, high-impact LinkedIn presence. Best-practice guidelines were shared with the team, who were then supported to co-create weekly content that celebrated PSA’s people, projects and culture – ensuring alignment across the business and strong visibility in the market.
Results
Within just one month of the new website launch, PSA received:
Comprehensive offering
Present itself and its services as a comprehensive solution that covers the whole planning, approvals and engineering process.
Lead generation
Two very high–value client leads through the website
Client validation
Positive feedback from clients on updated branding material, clearer services and new positioning statements
Social growth
An increase in social media presence by over 300%, with 42,000+ LinkedIn impressions and interactions
Malcolm Griffin
“Vie Marketing and MindMoB provided expert advice and support and delivered what was in the brief. They provided support and guidance and pushed us for a better result. Overall, a good to excellent service that delivered what we needed”.
Today, PSA’s ‘why’ is inspiring, ‘how’ it’s different is laid out clearly and ‘what’ it does couldn’t be easier for busy prospects to understand.
Held back because clients don’t understand your complex B2B business? If a B2B marketing strategy that works has eluded you before, talk to MindMoB!
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