A New Chapter : Why We Rebranded, by Alun Tribe, IMIG CEO.
You’ve probably noticed we’ve recently unveiled a new brand identity and website. But what’s driving this change? In this article, Alun Tribe, IMIG CEO shares the vision behind the rebrand and what the future holds for IMIG.
Alun’s vision and ambition
Alun Tribe always aspired to build a large consultancy but knew that true growth required partnerships. So, in January 2020 his business, Atlas Clever Consulting, bought into the IMIG brand, and IMIG UK was born, a move driven by the desire to leverage the economies of scale and reputation of a bigger brand. When the previous owner decided to step back, Alun saw an opportunity to take on a more significant role within the organisation.
A period of change
In January 2023, IMIG UK became the major shareholder and the head quarter of the entire group, and Alun was appointed CEO. That year was focused on stabilising and solidifying our internal best practices. We launched an initiative called “Sign Ourselves as a Client,” where we critically assessed our business as if we were our own client – no holds barred. Everyone in the company was tasked to run an assessment of our own performance.
The exercise proved invaluable, leading to consistent standards across all operations globally and identifying areas for improvement and growth opportunities. Beyond systems and processes, it gave us the perfect platform to ensure we were creating a supportive environment that our employees are proud to be part of.
This project also highlighted the need to prepare for the retirement of key people in the US, China, Germany, and Japan. It gave us the chance to build the team before that knowledge left the business. Germany, being the founding location and a crucial hub for the automotive industry in Europe, needed careful attention. We appointed a new, Germany-based general manager ensuring IMIG’s legacy here continues to thrive and grow.
Creating lasting partnerships
Partnerships have always been at the heart of our business; it is one of our company values. Everyone in the company is seen as a partner, when you work with, or visit clients, you’re not there as a consultant, you’re there as a partner. It is the legacy each person in IMIG leaves behind, not just the work they do day-to-day that creates impact, helping us be known and trusted on a global scale. Our vision goes beyond short-term goals; it’s about ensuring long-term success and trustworthiness.
A visual identity to match the customer experience.
In June 2024, a share buyback meant that Atlas Clever became the sole shareholder and owner of IMIG worldwide, meaning we took full control of our brand and online reputation. Soon after our new website and rebrand was launched, with fantastic feedback from our clients and our internal team.
While our customer experience was solid, our messaging in the marketplace was unclear. Our old website had become cluttered with over 150 pages of content, making it difficult for a potential client to understand who we are and what we do. Our face-to-face interactions were strong, and our online presence needed to reflect that same strength.
The same thought was given to the company logo and branding. During a visit to IMIG Japan and its customers, the power of brand identity really stood out through the culture. “It was on an evening walk looking across Tokyo, the branding of every corporate HQ was illuminated, and I realised we needed our own”. Our new logo reflects the partnership we aim for with two people forming the “I”. The letter I is also important for us because IMIG stands for International Management and Innovation Group, and we are proud of our global presence and our focus on always trying to innovate.
The future of IMIG
Looking ahead, Alun envisions significant growth for IMIG over the next decade. While we aim to expand, our focus firmly remains on maintaining the quality of our client and partnership experiences. We see potential for growth through organic expansion, acquisitions, and advancements in the digital environment, particularly with IMIG AI. However, our growth is not just about becoming bigger; it’s about ensuring that our clients benefit from our services.
The “Net Benefit” pledge
Central to our vision is a collective commitment to the “net benefit” calculation. This measures the financial benefits IMIG delivers to clients, minus the cost of us delivering it. We believe the client needs to see the benefit for them too.
In fact, such is the commitment to delivering tangible, measurable benefit for our clients, it has become the number one KPI within the company. Each consultant, project and location must manage their net benefit. The reason for this is twofold; evidence we are making the client happy because they’ve received a net benefit; but crucially, it also allows our client to demonstrate internally that they made a great, beneficial business decision.
You’ll notice the net benefit calculation is placed boldly on the website homepage, prompting the question, “Are we serving our customers well?” Alun proudly states, “We have a goal of delivering $1 billion net benefit by 2033, and in 2023, we helped our clients gain $86,320,156. So yes, we are on track.”
Ultimately, our rebrand was about streamlining our message and ensuring a consistent customer experience worldwide. We’re excited about this new chapter and confident that this refreshed identity better reflects who we are and where we’re headed.
If we can help support your manufacturing business, you can reach out to us here.
You can connect with Alun Tribe, IMIG via his LinkedIn.
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