The Challenge

Soben wanted to expand globally, moving beyond its traditional quantity surveying roots to position itself as a leading construction consultancy. However, the company faced significant challenges: 

• Limited brand awareness—potential clients had never heard of them. 

• Outdated branding that lacked clear positioning. 

• A disconnect in the company’s identity across different regions. 

• Business development efforts were hindered by the need to explain who they were and why they were different. 

• A lack of structured marketing leadership, with previous marketing hires requiring more direction than anticipated. 

Without a clear strategy, Soben risked losing momentum in its global growth ambitions. 

The Solution

Hari quickly assessed Soben’s existing marketing function and clarified Scott's vision of success. A comprehensive strategy, action plan, timeline, and budget were then developed and agreed upon. 

The strategy focussed on laying the groundwork for long-term growth, including: 

• Conducting workshops with key stakeholders to define the brand identity and value proposition. 

• Implementing a rebranding initiative to modernise the company’s image. 

• Launching a new website to better showcase Soben’s expertise and services. 

• Establishing a structured marketing function, including recruiting a full-time marketing lead. 

• Developing marketing collateral and digital assets to support business development efforts. 

• Strengthening Soben’s presence on social media by hiring a dedicated specialist and improving content quality.