At Hansen Belyea, we’ve collaborated with clients across industries committed to doing good work for their clients and the community. From engineering firms designing infrastructure for sustainable cities to nonprofit childhood educators, we’ve helped organizations express their visual identity and brand story in high-impact ways.
In this blog, we’ll explore our experience working with brands for engineering and construction companies in the last few years and their investments in research-backed brand audits. Through decades of launching successful brands, we’ve learned that preparing for a rebrand—or deciding whether to rebrand—requires more than a visual identity review. It demands a deep dive into the company’s story, an evidence-based understanding of its current state, and a clear vision for where it wants to go in the future.
[Explore our brand projects with: Lochner, Woodard & Curran, Perteet, Facet]
Here’s what you can uncover through research to guide your decision-making:
Leadership and Team Buy-in Through Our Research Process
A successful rebrand relies on alignment across the organization. From the executive team to field staff, not everyone needs the same level of involvement, but everyone can contribute valuable insights. Starting with an inclusive approach and investing in research upfront leads to decisions that are more evidence-based and authentic to your company’s unique identity, creating a stronger brand and greater return on investment.
The research process begins with tools like surveys customized for internal and external stakeholders, one-on-one interviews with key voices, and group sessions to capture nuance and context. This holistic view helps uncover how your organization is perceived internally and externally, highlighting gaps between how you see yourselves and how others experience your brand. It also identifies areas for adjustment if you aim to project a different image moving forward.
For example, with our client Lochner, a comprehensive research process revealed both strengths to leverage and opportunities for growth. Grounded in data, the leadership team made confident, aligned decisions that resonated with both employees and clients.
That’s the other significant benefit of investing in research—it boosts morale and builds confidence during a period of significant change. The research process gives people an outlet to express their thoughts and ideas about the company, with the understanding that their input has been thoughtfully considered. The result? Staff feel more engaged, bought-in, and less unsettled when launch day arrives.
The Option to Evolve
A rebrand doesn’t need to be dramatic to be effective. Often, small, strategic adjustments can significantly enhance your brand’s clarity and storytelling. Insights from research often uncover opportunities for evolution rather than a total overhaul.
One of our engineering clients, Furtado, faced this exact scenario. During the Research and Discovery Phase, their leadership team debated whether to pursue a total rebrand or a partial evolution of their existing brand. The research revealed that their current brand was holding them back, and a full rebrand was the best solution. This decision refreshed their visual identity and marked a new era of ownership, signaling boldness and forward-thinking.
For some engineering and construction firms, brand evolution might involve updating their messaging to emphasize sustainability and highlight projects with societal impact. Others might see opportunities to modernize their visual identity significantly, reflecting a commitment to innovation and forward-thinking, enhancing their market position and attracting early-career talent.
Uncover Authentic Brand Descriptors and Differentiators
One of the most critical outcomes of a research-backed brand audit is identifying what makes your company unique. These authentic differentiators define your market position and guide the decision of whether a rebrand is necessary.
For example, descriptors that set your company apart—such as reliable, quality, or safety—can emerge during research. If your current brand doesn’t effectively communicate these strengths, it may be time for a rebrand or brand evolution. However, if your existing brand aligns with these differentiators, smaller adjustments may suffice.
By uncovering these core elements, you ensure your branding resonates authentically with internal teams and external audiences alike, driving greater clarity and engagement.
Taking the Next Steps
Preparing for a rebrand through an audit and research doesn’t have to be overwhelming with the right team in place. It’s one of the most rewarding investments you can make for your company’s future. At Hansen Belyea, we align your team around an evidence-backed strategy to confidently guide you through a rebrand tailored to your unique strengths and client needs.
Whether you’re building a brand from the ground up or evolving to meet emerging challenges, we’re here to help you create a brand that reflects what makes your company exceptional. Let’s create a brand that drives impact and positions you for continued success.