IMI

IMI, formerly known as Imperial Metal Industries, is a global engineering group focused on valve and fluid technology. With a score of 7.25, it comes in at number 28.

IMI scores highly for its brand idea, brand narrative and purpose. ‘Breakthrough engineering for a better world’ serves as both a single-minded brand idea and an aspirational purpose statement. The brand narrative does not just live in the ‘About us’ section of the website but comes through strongly across all its engineering divisions. There is a clear opportunity for IMI to further develop its ESG strategy and values set. Currently, IMI presents some strong ESG case studies but does not appear to have an overarching strategy. The values ‘Integrity’, ‘Excellence’ and ‘Innovation’ are highly generic and arguably expected hygiene factors. We feel the biggest opportunity for IMI lies in improving its digital brand experience. While the navigation and calls to action contribute to usability, IMI falls short in engaging its audience through interactive storytelling and interface design.