Brand strategy

Brand strategy

Ambition

It all starts with a great ambition. This is why we have set high targets for our future as part of our “Beyond 2020” strategy:

To realise this target, we are aligning our entire brand with our ambitions: We have a new name, a new purpose, our unique brand personality, and our strong corporate culture.

Our name

For years, we have been on a journey to provide the materials for the world of tomorrow and align our actions with our social and sustainability targets.

We are more than cement - we are “Material to build our future”. Now is the time to make our efforts visible to the outside world – with a unified, modern brand and a name that represents everything we are and are becoming.

We are Heidelberg Materials
“Heidelberg” because we build on a strong heritage
“Materials” because we are taking a bold step towards the future
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Learn more about our dynamic logo in the Logo section.

Purpose

Our purpose, “Material to build our future”, is our brand’s reason for being. It defines the difference we make in the world. As such, it is the key statement to guide our actions in all activities and areas of business.

  • We do more than just provide the resources needed for building. We are co-creators of everything our customers produce.
  • We are essential for shaping what’s to come. We are what the future is made of.
  • We are future-oriented. We are building the solutions of tomorrow.

Our purpose statement

The world is undergoing profound changes. Our building materials and solutions are contributing to significant international developments. We are building on one-and-a-half centuries of experience. With our purpose “Material to build our future”, we are laying the foundation for what comes next.

How our purpose guides our activities

Lead the industry
Deliver financial performance
Ambition to drive
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Attributes & personality

Brands can take on different roles in the market and address different customer needs. These roles shape the personality a brand expresses to the outside world.

At Heidelberg Materials, we are the “human-centric visionary”. True to our legacy and based on our vision, we inspire our customers with our visionary, innovative ways, while always remaining reliable, modest, and dependable. This makes us who we are – now and in future.

The human-centric visionary

  • Rooted in tradition
  • Forming strong communities
  • Reliable, quietly delivering the best results
  • Turning ideas into reality
  • Shaping the world of tomorrow
  • Thinking outside the box

Brand attributes

Our brand attributes express how we put our brand personality into practice. They establish how we want people to experience us in all interactions with the Heidelberg Materials brand.

We focus on what we do best: heavy building materials. We think and act long-term as our future needs solutions that last.

We are stronger together, joining forces across all regions to guarantee customer satisfaction. Our hands-on attitude helps us to benefit from opportunities and address challenges ahead.

We are progressive. We drive change and the transformation of our industry for the benefit of our customers, our shareholders, our employees, and the society we live in.

Culture

While our brand attributes define how people experience us, our culture and our values describe how we interact with each other and the world. These guiding principles shape our behaviour as employees and make us the company we want to be.

  1. 1

    Be stronger together and push forward

    Our future needs teamwork. We perform at our best when we build on our global strength. Let’s combine our forces across all regions. With our hands-on attitude, we can overcome any challenge.

  2. 2

    Get the customer excited

    Our future needs strong players. Let’s become even better partners for our customers. Their success is our success. We can solve their problems even before they arise.

  3. 3

    Unleash innovation

    Our future needs creativity. Let’s use our freedom to go in new directions. Inventiveness knows no hierarchy. A great idea can come from anywhere and anyone. Own it and push it.

  4. 4

    Think and act long-term

    Our future needs solutions that last. That’s what we offer. Reliable and sustainable materials. Let’s be the leader that turns our industry CO2-neutral. Once and for all.

CTA

Learn more about our communication in the Brand language section.

Brand model

When we add all the elements of our brand together, we get the cornerstones of our brand:

The Heidelberg Materials brand model

Culture & values

Our purpose

Strenghts & experience

> internal <

Be stronger together and push forward
Our future needs teamwork. We perform at our best when we build on our global strength. Let’s combine our forces across all regions. With our hands-on attitude, we can overcome any challenge.

Get the customer excited
Our future needs strong players. Let’s become even better partners for our customers. Their success is our success. We can solve their problems even before they arise.

Unleash innovation
Our future need creativity. Let’s use our freedom to go in new directions. Inventiveness knows no hierarchy. A great idea can come from anywhere and anyone. Own it and push it.

Think and act long-term
Our future needs solutions that last. That’s what we offer. Reliable and sustainable materials. Let’s be the leader that turns our industry CO2-neutral. Once and for all.

Material to build our future

< external >

Fundamental
We focus on what we do best: heavy building materials. We think and act long-term as our future needs solutions that last.

Approachable
We are stronger together, joining forces across all regions to guarantee customer satisfaction. Our hands-on attitude helps us to benefit from opportunities and address challenges ahead.

Aspirational
We are progressive. We drive change and the transformation of our industry for the benefit of our customers, our shareholders, our employees, and the society we live in.

Any questions about our guidelines? Contact us.