Building B2B Authority in the Steel Industry

Client:

RAI Global Distribution

Independent distributor of plastic raw materials and chemicals, with a global footprint and a broad portfolio including standard/specialty polymers and sustainable products.

Agency:

Red Marrow Branding Services

Dubai-based brand development partner focused on strategy, storytelling, and experiences designed to drive brand value

Context:

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RAI publicly marked a brand transformation with a refreshed identity and campaign, stating the goal of reflecting its evolution and a strategy focused on global customers, suppliers, and partners.

The Challenge (LinkedIn Specifically):

In B2B distribution, the category is often seen as “functional” and price-driven. The real commercial advantage comes from trust, authority, reliability, and relationships—but those are intangible unless consistently expressed. RAI needed LinkedIn to do more than “post updates.” It needed to:

Signal credibility at global scale (to customers, suppliers, partners, and talent)
Translate the rebrand into daily proof (so the new identity wasn’t just a launch moment)
Build distinctiveness in a market where offerings can look similar

Objectives:

Turn LinkedIn into the brand’s front door: a sharp, current, credible representation of RAI.
Codify a consistent editorial system that matches the new brand story (and scales across markets).
Increase brand value signals: trust, expertise, partnership strength, and modernity—measured through engagement quality, follower growth velocity, and inbound intent.

Strategy:

From “posting” to “brand publishing”

We treated RAI’s LinkedIn like a brand channel with clear architecture—mirroring how strong media brands work.

1) Brand narrative → content pillars

RAI’s rebrand messaging emphasized transformation, “bonds,” and being a catalyst that unlocks potential.

We translated that into a repeatable set of content pillars:

Market authority: polymer insights, application education, procurement/supply chain perspectives
Commercial proof: market expansion posts, “trusted source” narratives, regional team visibility
Partnership & trust: collaborations, events, supplier/customer moments
Sustainability & responsibility: credible participation and actions (not vague claims)
Culture & employer brand: leadership moments, team stories, “life at RAI” ecosystem tie-ins

2) Page foundation and credibility upgrades

We optimized the LinkedIn presence to communicate scale and legitimacy quickly:

Clear “About” positioning and category framing (what RAI is, what it distributes, why it matters)
Consistent use of campaign language (“Bonds That Shape Us”) and aligned brand visuals
Strong cross-linking to the website ecosystem

3) A cadence designed for B2B attention

Instead of irregular bursts, Marrow implemented a calendar that balanced:

Always-on authority posts (education + perspective)
Timed commercial posts (market announcements, events, region-specific offerings)
Cultural moments used strategically to reinforce the brand platform (bonds, community, relationships)

4) Design system for instant recognition

RAI’s LinkedIn feed shows consistent, branded creative—campaign-led layouts and repeatable formats (event cards, celebration posts, partnership photos, and branded education). This is crucial in LinkedIn’s scroll environment: recognition builds familiarity; familiarity builds trust.

Execution: What we actually did on LinkedIn

Content formats engineered for outcomes

Regional growth + market enablement posts (helping specific markets and teams generate inquiries)
Example: targeted market messaging (“trusted source for polymers in Ivory Coast…”)
Industry education with a point of view (not generic “polymers are important” content)
Partnership storytelling (photos + narrative that signals scale and credibility)
Event presence (to place RAI among the industry’s serious players)
Brand moments (New Year, national holidays) used to reinforce the “bonds” platform, not just seasonal posting

Brand value drivers embedded into every post

We used a simple internal rule: every post must deliver at least one of:

Proof of expertise
Proof of scale
Proof of reliability
Proof of relationships
Proof of modernity (design, clarity, consistency)

Results (observable + KPI framework)

Publicly observable indicators

RAI’s LinkedIn audience sits at ~6,916 followers at the time of review.
The feed reflects consistent brand system use (visual identity + narrative continuity across post types).
The brand platform (“Bonds That Shape Us”) is expressed across LinkedIn and corporate messaging, linking campaign → content → identity

What we typically reported