Institute of Builders Merchants (IoBM)

IoBM Relaunch – Building a modern professional Institute for Merchanting.

The Builders Merchants Federation (BMF) commissioned CMDi to relaunch the Institute of Builders Merchants (IoBM) as a credible, modern and valued professional body for the building materials sector. The ambition was clear: transform the IoBM from a little known legacy institute into a vibrant, career defining professional home for individuals across merchanting.

The strategy needed to address the scale of the challenge: “Success for the IoBM depends on being recognised as a credible professional body that the merchanting sector – employers and individuals – aspires to, values and actively engages with.”

CMDi was engaged to redefine the IoBM’s purpose, sharpen its positioning, build a compelling value proposition, re-imagine it’s identity and create the brand, communications and infrastructure needed to drive awareness, understanding and engagement.

Challenge

The IoBM had strong heritage but low visibility, limited clarity of purpose and minimal perceived value among individuals and employers. Research showed:

  • Only 58% had heard of IoBM benefits, and understanding was equally low. “The task is to build understanding.”
  • Professional recognition was the most valued benefit, but poorly communicated.
  • Membership growth was happening, but without a clear narrative, proposition or pathway.
  • The sector needed a professional body to set standards, validate competence and elevate reputation – but IoBM wasn’t yet fulfilling that role.

The BMF also needed IoBM to strengthen its authority as the sector’s voice, deepen engagement with individuals, and build a joined up People & Skills ecosystem.

CMDi’s challenge was to modernise the Institute, articulate its value, and create a strategic and brand foundation capable of driving long term growth and credibility.

Approach

CMDi partnered with the BMF leadership team to deliver a full strategic and creative relaunch programme, including:

1. Strategic repositioning

  • Defined a clear vision, mission and values for the IoBM, anchored in “advancement of the profession of merchanting.”
  • Developed a refreshed corporate strategy (2026–2029) focused on four pillars: Increase Value, Grow Membership, Professionalise the Sector, Build the Brand.
  • Clarified the IoBM’s role within the wider BMF ecosystem, including the distinction between BMF training and IoBM professional recognition.

2. Value proposition & member pathways

  • Built a compelling, career focused value proposition centred on: professional recognition, accredited qualifications, exclusive events, mentoring and resources.
  • Clarified entry routes and progression pathways (Student → Associate → Member → Fellow).

3. Brand modernisation

  • Designed a new visual identity aligned with the BMF masterbrand while giving IoBM its own authority and energy.
  • Developed modern brand assets, colourways and digital ready applications.

4. Communications & Engagement

  • Created a recruitment campaign: Awareness → Understanding → Engagement.
  • Delivered new messaging frameworks, myth busting content, employer focused communications and a social media content package.
  • Produced case studies, newsletters, event assets and social content to bring the Institute to life.
  • Relaunched the website under the BMF umbrella brand to link it into the BMF eco-system.

5. Infrastructure & Foundations

  • Supported database cleansing and segmentation.
  • Developed theme and content support for exclusive events and recognition moments.
  • Helped shape the roadmap towards chartered status.
Services Provided
  • Brand strategy & positioning
  • Value proposition development
  • Membership model & pathways
  • Brand identity & visual system
  • Messaging frameworks
  • Communications strategy & campaigns
  • Website content & digital assets
  • Member engagement and social media tools
  • Event branding & launch materials
  • Research & insight
Results

The relaunch is helping to transform the IoBM into a modern, credible and fast growing professional institute.

Membership increased significantly year on year, with clearer differentiation between BMF training and IoBM professionalism.

New benefits launched, including mentoring, exclusive events and resources.

The IoBM now plays a central role in the BMF’s ambition to “Build Excellence” and lead professional standards across the sector.

quotemark
CMDi brought the strategic rigour and creative energy we needed to begin the process of transforming the IoBM into a credible, modern professional body. They helped us articulate our purpose, sharpen our value and build the foundations for long term growth and recognition.

The IoBM relaunch is a major step forward for the sector’s people and skills agenda and CMDi were instrumental in making it happen. They helped us create a professional home that supports careers, builds confidence and raises standards across merchanting.

Marianna Peet, MIBM, Learning and Development and Apprenticeship Manager, BMF
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