Six times the reach: what a brand strategy and consistent posting did for Aqualogic

Every month we put together a board report for Aqualogic, the water conservation business whose brand strategy we wrote and whose marketing we now run. The first one went to the board this week. It's the baseline: where Aqualogic started in April, and where it is at the end of October.

Aqualogic has agreed to let us share the numbers. They're worth sharing, because they show what happens when you sort the strategy first and then turn up, every week, where your audience already is.

Where Aqualogic started

From April to June 2026, Aqualogic posted on LinkedIn about once every six weeks. In April it didn't post at all. Instagram had one post in three months. There was no newsletter, and the website had no analytics, so nobody could say how many people visited it.

That's normal, isn't it? Aqualogic is a busy business. It has more than 250 people, a turnover that nearly doubled in two years, and a way of working few of its competitors can match. Marketing was the thing that kept slipping.

When we ran the brand strategy workshop with the leadership team, one director described the business as operating in silence. Strong at the work. Hardly anyone hearing about it. How we built the strategy is in our Aqualogic case study.

What changed in July

The posting didn't start until the strategy was done. Before anyone wrote a post, Aqualogic had one positioning, one strapline (Intelligent water conservation) in place of the two that had been in circulation, four message pillars, and clear rules for how it sits alongside its parent company, Sustec.

Then it went out into the world. A refreshed brand and new website copy in July. A LinkedIn newsletter, Aqualogic Insights, in August. And around 20 LinkedIn posts a month, with Facebook and Instagram alongside, all planned from the same messaging.

That order matters. Twenty posts a month with nothing behind them is noise. Twenty posts a month that all say the same thing in different ways is a brand people start to recognise.

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More people saw it

Reach here means impressions: how many times an Aqualogic post appeared on someone's LinkedIn screen. It's the first step in being known. Before anyone follows you, gets in touch or applies for a job, they have to see you.

In April, with no posts, Aqualogic's LinkedIn page was seen 1,058 times. In August, with the brand launch, the new website and the first recruitment campaign all going out together, it was seen 16,287 times.

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The bit we watched most closely was quality. Posting went from less than one post a month to more than 20, roughly thirty times as many. The engagement rate stayed at around 9%. More posts didn't mean worse posts.

The right people are following

Followers went from 1,754 at the end of June to 2,031 at the end of October. New followers a month rose from 40 to 69. Numbers like that only matter if they're the right people. For Aqualogic, they are.

• Operations is the largest job function, at 18%. These are the people who run delivery.
• Nine of the ten top follower locations are in the UK, from London and Cardiff to Liverpool, Leeds and Bristol.

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Aqualogic sells to water companies. A water company manager researching suppliers is exactly who you want seeing your posts every week.

A newsletter that went from nothing to 641

Aqualogic Insights launched in August. LinkedIn invites every page follower when a newsletter launches, which explains the first jump to 535 subscribers. What matters more is that it has grown every month since without that boost: 603 at the end of September, 637 at the end of October, 641 by 4 November.

Subscribers chose to hear from Aqualogic, and LinkedIn alerts them to every new edition. That's a direct line that doesn't depend on the feed. Project managers and managing directors lead the list, and recent sign-ups include a head of delivery at a UK water company and a senior project engineer.

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What works: people, place and a hard number

The board report ranks every post since July. The six with the widest reach all feature Aqualogic's people, its customers, or a number you can check.

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People posts did well too. A hiring post saying Aqualogic is growing had the widest reach of all, and a welcome post for a new director drew 130 engagements.

General sector commentary reached the fewest people. That's useful to know, because it's the kind of post most B2B businesses default to.

What didn't go up

A board report that only shows the good bits isn't much use to a board, so here's the rest.

• Reach per post fell from 835 in July to 389 in October as posting went up. Total reach is still far higher, but each post now has to work harder for its share.
• Follower growth was strongest in July and August and eased in September and October.
• Instagram followers stayed at 60. Instagram is under review in January.

So December adds motion. From July to October, Aqualogic's three video posts averaged 47% more impressions than static posts, with an engagement rate of 10.7% against 8.0%. Three posts is a small sample, and we've told the board that. An explainer film is in production too, which will give Aqualogic clips for every channel.

Being found where people now search

Google Analytics went live on Aqualogic's website on 20 October, so November will be the first full month of website data. Early on, five of the top ten pages are careers pages, which fits with the recruitment posts.

We also track how often AI tools mention Aqualogic. In October, AI answers named Aqualogic 48 times and linked to its website 77 times, according to SE Ranking. In the first fortnight of website tracking, 8 visits came from AI assistants such as ChatGPT. Small, but half of those visits were engaged, the highest rate of any source.

What Aqualogic says

Ashley Williams, Chief Growth Officer at Aqualogic, part of Sustec Group, on working with us:

[Alchemy] has been fantastic in providing marketing & comms direction and delivery. From the off, [we] got to know the business, worked with existing stakeholders and carefully got to work delivering a transformation in our brand. Look forward to what comes next as the journey is only just beginning...

Why the strategy came first

None of this came from a clever post or a lucky week. It came from deciding what Aqualogic stands for, writing it down, and then saying it consistently in the places its audience already spends time.

Most of the businesses we meet aren't short of things to say. They're short of a clear position to say it from, and the time to keep turning up. When posting stops after a fortnight, it's usually because nobody was sure what the posts were for.

If someone handed you twenty posts to fill next month, would you know what each one was for?

If the answer's no, that's where we'd start. A Clarity Call is 30 minutes with Jess, free and with no obligation. Book a Clarity Call.