BIRZULIS ASSOCIATES

Birzulis’ founder recently retired, two senior managers took over determined to breathe new energy into the business which had been ‘washing its face’ but not much more. Their work was good, but staff weren’t very engaged. They relied on network, repeat work and word of mouth for new business – a passive approach that never yields great results.

THE CHALLENGE

Consultancies are hard to differentiate. Most do similar things; in this case civil and structural engineering. They can’t generally articulate what makes them special and

Birzulis Having no marketing experience whatsoever, they weren’t clear about their internal mission, vision and values

THE SOLUTION

We advised a cultural and brand reset was needed.

Starting at a strategic level, we dug deep into their approach and attitudes to find that ‘hidden spark’ – their market differentiator, something to sell beyond the generic claims of expertise, client service, quality etc which all competitors also claim.

We never make this up or impose it because that would be inauthentic. Instead, we hold individual and group discussions that in this case uncovered a core belief that informs their work: a lot of engineering is over-engineered (for ar$e-covering reasons), and Birzulis solutions shun this as needlessly inefficient.

And so, efficiency became the essence of the new brand, and the team’s driving purpose; seek solutions that use fewer materials, demand less time to build and cost less.

We developed a marketing program, placed a part time marketing manager inside their business to drive it, created a minimalist brand look which delivered on the idea of efficiency and built it into new website, collateral, stationery, email and LinkedIn campaigns.