Understanding where we are different to our competitors is crucial for our teams. It allows them to amplify our difference and give tangible reason why we are better than competitors.
Engineers Australia brand differentiation is that we are:
“The only home for all engineers providing internationally-recognised chartered credentials and a national register.”
In essence, Engineers Australia is the only organisation with the resources, authority and generalist knowledge to speak consistently and in a consumer-friendly way on any engineering matter, as well as representing Australian engineers internationally with authority.
Our brand positioning statement helps guide our marketing and operating decisions. It helps our teams make key decisions that affect our customer’s perception of our brand.
Our brand positioning statement is:
“Engineers Australia is the home of all Australian engineers.
The engineering membership for progressive thinkers and leaders shaping the community, the economy and sustainable growth.
We provide engineers with the credentials needed to reassure employers and clients of the high caliber of their engineer.
We will increase the prestige of the profession, reminding government, business and community that increasing standards of living and wellbeing are achieved with engineers.
Engineers Australia provides a lifetime of success skills, networks and support for members to think innovatively and outside traditional boundaries; solve real world problems; lead teams and drive the future of engineering in Australia and beyond.”
A customer mantra looks at our business through the lens of our customers. It’s important to immerse staff in our customer mantra in both new hires and ongoing training.
Using training opportunities to educate our staff on what our customer mantra means and what they can do to fulfil the mantra is vital to their understanding of what we deliver to members.
Our customer mantra is:
“Engineers Australia gives me influential, innovative thinking with the imagination to frame and guide a career, and the professional and technical success skills to achieve it.
They support me throughout my journey, wherever it takes me, ensuring I am always progressing and my future is always secure and soaring.
A lifetime of professional success.”
Our value proposition helps us communicate the value of Engineers Australia’s product and services to our customers effectively.
Our value proposition gives every Engineers Australia member the unique edge.
Everything we say and do focuses on emphasising this out-take.
Engineers Australia’s value proposition is:
“The Australian leader in engineering, recognised globally and respected wherever you are.”
