You can’t mine trust.

The importance of unearthing a transparent, AI-enabled brand in the steel and mining industry.

The global steel and mining industry is on the brink. Overcapacity is plaguing the industry, the price of materials is fluctuating, and competition couldn’t be more intense.

Oh, and that’s just the day-to-day stuff.

Throw in supply chain disruptions, geopolitical tensions, stricter emission regulations and an urgent need to adopt sustainable practices, and this hothouse is clearly on some pretty shaky foundations. A crisis away from toppling over for good.

So. What’s the solution?

Most companies would point to results. Get the numbers up and the growth will follow. But in their tunnel-vision pursuit of profit, they tend to disregard the attributes that actually land returns. A clear purpose, a solid strategy, a compelling story and so on…

Indeed, a quick dig into the industry shows many businesses are incapable of describing what they do, and what value this provides customers. Would a quick glance at your website help people know you produce gold? That you’re the largest copper foundry in Indonesia? That your business is driven to improve the welfare of your local workforce and surrounding communities?

Taking a step back and focusing on brand is critical for companies keen to take two steps forward. A strong brand — and by that, we mean more than a logo on a truck — can promote every positive experience you deliver. It can foster trust, enhance clarity, demonstrate efficiency and show a commitment to the kind of thinking that converts sceptics into subscribers.

And that’s when the results come…

Teaching old dogs new tricks
The first step in creating a brand is a willingness to actually do it. If you aren’t keen, it’s just not going to happen. The same applies for technology. If you aren’t brave enough to integrate today’s advancements into your business, it’s only fair to question how long you intend to exist.

Because that aforementioned pressure on the steel and mining industry isn’t going anywhere. And between economic slowdowns, international demand and erratic consumer preferences, manufacturers are going to have to constantly evolve and diversify to keep up.

But the salvation of tech is coming and, with or without you, AI is going to revolutionise the industry. Innovations like 3D printing, advanced robotics and automation will drive productivity, economic growth and social advancement. Mines will be smarter, cleaner and safer. Driverless trucks, unmanned drilling rigs and autonomous trains will promote efficiency over emissions.

The only snag? To operate such advanced machinery and embrace new technologies, the steel and mining industry will require a skilled workforce that doesn’t necessarily exist today. The only question any aspirational brand should therefore really be asking is, “how do I get one?”

The talent brand behind the tech
A strong talent brand is key for attracting and retaining the workers needed to run a profitable, AI-enabled mining company. These businesses must be seen as employers of choice, offering positive environments, career progression and a clear commitment to innovation and sustainability.

It sounds cushy. Here’s how you can create one.

Garner public trust
Trust is the one commodity that can’t be mined, but arguably the most critical to your operations. To drum some up, it’ll pay to accept past mistakes and highlight both yours and the industry’s advancements in safety, engineering, and environmental stewardship over the past few decades. Mining’s tarnished reputation is in need of a makeover, and if you can begin to establish a brand that engages people in effective, positive ways, perceptions could be swayed.

Promote your value
Your brand is the essence of your company’s value — emotionally, societally and financially. And in a highly-commoditised industry like mining, a strong brand can influence critical stakeholders beyond customers, including governments, the media and local communities. Showcasing your environmental, social, and governance (ESG) efforts boosts this value and trust, leading to better outcomes in negotiations and community relations.

Set yourself apart
Your brand should reflect your unique values, which should, in turn, help you stand out against your competition. This is probably the most difficult task for an organisation to tackle, requiring strategic leadership to develop a unique proposition in an extremely busy industry. But it’s not impossible.

Take our work with copper-and-gold miners Amman Minerals. By leveraging their brand to drive cultural change and build trust internally and externally, we helped them become Indonesia’s first mining company in the Global Top 50. Their success story is a testament to the power of a well-defined brand, capable of building trust and confidence far beyond the boardroom.

Motivate your staff
The best branding is built on a strong idea. And when everyone in the organisation buys into that idea — when they all can commit to and deliver on it — it fosters loyalty and pride. Giving great people more reason to stay, and giving great talent more reason to join.

Magnetise investors
Beyond exploration, drill and production results, a recognisable, trustworthy and transparent brand can really grab an investor’s attention. In an industry where M&As are the norm, seeing an openly progressive company consciously invest in new technologies and sustainable practices is a surefire way to enhance your brand’s appeal. It not only enhances your brand image, but strengthens relationships and gives people an instant reason to back you.

Your move
For mining companies, a powerful, AI-enabled talent brand may be the only way to avert a crisis. With years of experience building brands in the industry, Tammaro & Partners has the expertise to transform yours. 

We tackle the biggest challenges — visibility, compliance, employee morale and community relations — with precision and accountability, identifying any problems to define an actionable solution.

Because your brand is more than a mark. 

Done right, it should educate communities, inspire staff, embrace technology, champion transparency, drive sustainable growth, commit to an ethical future and so much more. 

Drill your teeth into that!