ISG

ISG is a global construction services company that specialises in fit out, technology and construction. With a score of 6.93, it comes in at number 34.

ISG scores highly for its tailored proposition and vibrant visual style, but it shines brightest for its distinctive values. ‘Dream smart’, ‘Speak frankly’, ‘Always care’ and ‘Never stop learning’ are memorable and actionable. The supporting copy provides more detail on how these values are relevant for ISG and its employees. Overall, ISG needs to further develop other key brand components such as its brand idea, brand narrative, purpose and personality. Although the vision ‘To become the world’s most dynamic construction services company’ appears to sit at the heart of the brand, it is somewhat vague and uninspiring. A complementary purpose statement could support the company’s ambitions, but also speak to ‘why’ it exists beyond profit.