Why Traditional Engineering Firms Need a Brand Strategy for Digital Transformation

This blog post is part of a series on strategy and innovation in traditional industries. If you’re a leader navigating strategy and transformation in construction, engineering, or infrastructure, you’re in the right place. This article first appeared on the Audacious newsletter on LinkedIn.

Engineering firms in traditional industries such as heavy equipment, construction, consulting etc have long been built on technical expertise, precision, and problem-solving. The tried and true products and services has been its bread and butter. But over the last decade, the extent of digital transformation has turned things on its head.

It's completely unchartered territory for a lot of traditional engineering companies who were delivering physical built environments and products that provide safety, infrastructure needs and act as the foundation of daily life.

And now, with the introduction of AI, automation, and data-driven decision-making entering the scene, things suddenly feel different. It has become more pertinent than ever to look beyond internal operations and providing the same tried and true products and services.

If you are an executive driving transformation in your company, or a consultant helping them navigate it, you need to shift your thinking to include a broader brand strategy.

Let's talk brand strategy as part of a bigger business strategy.

Many executives driving transformation at their engineering companies have approached this as purely a technological upgrade. They focus on tools, automation, and process improvements - the internal operations. But in reality, a successful digital transformation isn’t just about the tech and how it elevates your operations. It’s as much about how you position yourself in an evolving marketplace. A strong brand strategy ensures that you are viewed by your clients, partners, and employees as a forward-thinking leader in your field as your company evolves. Without it, even the most established companies risk being overlooked.

What happens when engineering firms get brand strategy right?

Take ABB, a Swiss-Swedish multinational known for industrial automation and robotics. Once seen primarily as a traditional heavy engineering company, ABB successfully repositioned itself as a technology-driven leader through a strong brand strategy.

• As early on as 2018, ABB’s messaging shifted toward “writing the future of industrial digitalization,” making its vision clear and compelling to customers and investors. They were effectively branding themselves as the leaders in industrial automation, electrification, manufacturing and smart machines. They were not playing catch up.

• ABB introduced ABB Ability, a unified platform for AI, IoT, and digital solutions, bringing sensors and connectivity to industrials. This signalled that they were bringing innovation to the industries they were already in.

• Through an emphasis on thought leadership and storytelling, ABB strengthened its brand as a company that’s not only keeping pace with digital transformation but actively shaping its future.

ABB has done a tremendous job at positioning themselves as an innovator in automation, AI, and sustainable technology, competing with tech-driven companies rather than just traditional industry players. ABB chose to be forward-focused, and differentiated themselves accordingly - while also keeping some of their foundational expertise and core offerings.

This example about ABB was to demonstrate that as a company, you can start doing the same.

You can start incorporating a brand strategy early on in your digital transformation journey.

Start with asking yourself these questions:

1. Can you be trusted with the future? Your historical technical capabilities are not enough anymore. New clients, partners and investors will choose based on perceived innovation, culture, and leadership in the field. A strong brand builds credibility in a digital-first world.

2. Is your story reaching the new markets you want to serve? As engineering firms like yours adopt AI, automation, and data-driven solutions, you are entering new markets and engaging with decision-makers outside your historical buyer base. Your brand needs to tell a compelling story that resonates beyond industry insiders.

3. Are you attracting the right talent? To move into the future and BE the face of your new digital-first brand, you need engineers who have the right skills. A clear brand strategy helps position your firm as a forward-thinking place where top talent wants to work.

4. Is your company culture shifting towards the new? Adopting new tools is one thing. Changing how your company is perceived internally, is another. A strong brand strategy aligns internal culture with external messaging, ensuring that current clients and employees see a company that’s truly evolving - not just adopting new enterprise systems.

5. How are you differentiating yourself from new entrants with elite tech capabilities? Big Tech, startups, and AI-driven firms are going to be encroaching on traditional engineering spaces. To stay competitive, engineering firms need to differentiate - not just through capabilities, but through brand identity, thought leadership, and clear messaging around their digital expertise.

If your engineering firm is investing in digital transformation without a great brand strategy in place, you’re leaving value on the table and not setting yourself up for continued success. They are no longer mutually exclusive.

If you are an executive driving transformation in your company, or a consultant helping them navigate it... are you thinking about brand strategy as part of its transformation?

At Audacious Strategy, we bring over 15 years of experience helping traditional industries like construction and engineering lead bold, effective digital transformation.
If you're ready to modernize your systems, empower your teams, and stay competitive - let’s talk.
👉 Book a call today and let’s explore what’s possible.

📚 This article is part of an ongoing series exploring strategy and innovation in traditional industries like construction, engineering, and infrastructure. Follow along for practical insights on driving change where it matters most.