Alcumus had long been synonymous with its flagship product, Safe Contractor Certification, which dominated its brand identity. However, this singular focus hindered their expansion plans and obscured the breadth of its offerings within the Health & Safety sector.
As Alcumus sought investment, it became evident that it needed to redefine its image as a comprehensive organisation. The goal was to highlight its diverse portfolio of products and services, staffed by knowledgeable consultants dedicated to providing tailored solutions to clients.
Conducting extensive qualitative research was the first step in understanding Alcumus’s positioning challenges. This research not only illuminated existing issues but also revealed potential avenues for differentiation from competitors.
The key to repositioning Alcumus lay in emphasising its commitment to people and places. The new strategic focus centred on the mantra, “Helping make your business healthier, safer, and stronger.” This shift enabled us to create a purpose-driven vision, mission, and set of core beliefs that resonated with both internal stakeholders and external audiences. We visualised Alcumus as a forward-thinking entity beyond mere data and risk assessment, the company was able to carve out a distinct identity in the market. This reimagined identity positioned Alcumus as a partner invested in the success and well-being of its clients, rather than just a provider of risk assessment and certifications.
