Messaging Framework
Positioning statement
Brice Industrial is an extension of your crew for mining and heavy industry: the people, parts, and service that keep production running.
Positioning angles
Brice Industrial works as an extension of the customer’s own crew, for the customer and not just the contract. Its people show up equipped, work safely, tell the truth, and do the job so it stays fixed. Safety, integrity, quality work, and the people all sit under this one.
Buyers look for, and proof
- Straight answers on capacity
- Crews that arrive equipped and cleared for site
- No pricing surprises, with found work flagged fast
- Paperwork that’s done
- Proof, not adjectives
- Doyon Utilities: rebuilt a drag chain conveyor that kept breaking links; zero broken links since May/June
- Fort Knox tank realignment finished a day ahead of a week-long outage, on 12-hour shifts, in full PPE
- Nick brings 16–17 years in conveyor belt vulcanization
- Own tools and trucks; JSAs, job stop authority, and work-safe analysis before every job; MSHA-carded crews
- Selective hiring, and honest about what the team can deliver
- A customer who went with a cheaper company got poor work and called Brice Industrial back
- About 90% of customers followed the team from their previous company
“Partner” is the most crowded word among competitors, so the behavior has to do the work, not the word.
Brice Industrial moves fast. It mobilizes quickly, flexes crew size to the job, and makes decisions without the layers of a big corporation. There are enough people to get the job done, and nothing slows them down. Paired with the Calista Brice backing, it’s a small team’s speed with a big group behind it.
Buyers look for, and proof
- Someone local who picks up
- The same faces each time
- Help on site when they need it
- 54 people mobilized overnight for a weekend outage; crews worked 18 hours that Saturday
- Emergency belt splices with a crew on site the next day
- Hotels, compliance paperwork, and site sign-on handled in-house: “it takes an army” (Jen)
- Vetted subcontractors extend the crew on big outages
- Regional leads in Arizona (Nick), Nevada (Luis), and Alaska (Brad)
Customers get Brice Industrial plus connections with 22 sister companies tackling tough construction, environmental, and technical problems in challenging locations. When a job needs more than one company, Brice Industrial can bring in the group. No competitor can offer this, and it puts an established parent behind a new name.
Buyers look for, and proof
- A record and backing they can show supply chain
- 22 sister companies under Calista Brice (23 including Brice Industrial)
- Brice Equipment rentals and the Brice tire division are already part of the offering
- Calista Brice also runs a mining services company
- Calista Corporation is an Alaska Native corporation; shareholders in western Alaska share in what the companies earn
- “I’ve never worked for a company that cares about their people as much as this one does” (Jen)
Supplies and service from the same team: belting, splicing, maintenance, fabrication, and parts. Customers spend less time searching for someone to handle each problem, and the people supplying the parts are the same people who install them. The Calista Brice network covers more of what’s left.
Buyers look for, and proof
- One call for belts, mechanical work, and parts
- Fewer vendors and contracts to manage
- “No company down here has the full capability like we do” (Nick)
- Parts from brands customers already use: Benetech, PPI, Luff, Douglas, Flexco, Mato, McLanahan, plus a belting line in progress
- Hybrid crew in Alaska that handles maintenance, pump work, and belting
“One-stop shop” and “single source” are already used by competitors, so lead with the benefit: less searching, one call.
Pain → Desire → Success
| Pain | Desire | Brice Industrial answer | Success |
|---|---|---|---|
| Contractors they have to manage. Promising 50 people and sending 32, laborers in craft roles, crews that borrow site tools or arrive without paperwork. | A contractor they don’t have to think about: a complete crew, with a lead who solves problems on site | Experts who have your back | From managing contractors to a crew that has their back |
| Same problem, again. The splice fails again. A brand new belt goes on with the same problem. The pump gets rebuilt and doesn’t run right. | It stays fixed, with an honest answer about what failed and why | Experts who have your back | From the same problem again to repairs that stay fixed |
| Running short-handed. Fewer skilled hands than the work needs, with people pulled into cleanup, covering absences, and overtime. | Qualified help on site when the work calls for it, without adding headcount | Agile | From firefighting with a thin crew to working the plan |
| Downtime with their name on it. When a line goes down or an outage runs long, they’re the one who has to explain it. | Hit the window and walk into the review with results instead of excuses | Agile | From explaining overruns to walking in with the window hit |
| Juggling vendors and hunting for help. A belt company, a manpower shop, a distributor, and nobody who can come fix it. | One team that supplies the parts and does the work | One call | From hunting for the right vendor to one call |
| Measured on price, judged on performance. Pushed to cut costs, then blamed when the cheap vendor fails. | A choice they can defend, even at a higher price | Backed by Calista Brice | From hoping the vendor works out to a choice they can defend |
Headline directions
- Up and running. Off your shoulders.An extension of your crew for mining and heavy industry: the people, parts, and service that keep production running.
- Production on. Pressure off.Keep things running with reliable products and services for mining and heavy industry.
- Production on. Pressure off. Numbers up.Outage crews, belt service, maintenance, and parts for mining and heavy industry. An extension of your crew, one call away.
- Time to play offense.Stop fighting breakdowns. Get an extension of your crew, with the people, parts, and service that keep mining and heavy industry ahead.
- Uptime you can take credit for.The crews, parts, and service that keep mining and heavy industry running, from a team that works like an extension of yours.
- Your crew, extended.Outage crews, belt service, maintenance, and parts for mining and heavy industry, so production stays on and the pressure stays off.
- Keep it running. Keep the credit.An extension of your crew for mining and heavy industry: the people, parts, and service behind every shift that goes right.
- “Ready,” “Prepared,” “Organized” (a competitor’s homepage line)
- “Partner” on its own, “trusted,” “safety first,” “one-stop shop,” “single source”
- “We do what we say we’re gonna do” (used word for word by competitors)