Definition Consulting

Positioning > Process > Profit

Case Study: Natural Energy

Natural Energy
www.naturalenergyuk.co.uk

natural-energy-uk

Tasks
Create a strong brand, capable of communicating clear positioning in a market crowded with ambiguous terminology; advise on means to market.

Solution
‘Natural Energy’ was felt to be a good name, but nowhere near specific enough for the target market to appreciate the relevance of its service to them. The answer was to get the logo working as hard as possible. A striking but clear font was used for the name, which was then supported by a deliberately intriguing three-part graphic and the words ‘Harnessing the power of your land’ – identifying landowners as the target market.

The graphic symbolises the sources of natural energy – the Sun (yellow circle), the Earth (blue circle) and wind (circle with three spokes). And yes, lots of people ask what they mean, firmly implanting the brand in their minds in the process*.

Results
The branding played a vital role in the success of subsequent direct mail and advertising campaigns (in which Definition was also involved) and in helping Natural Energy to become the highest profile, leading provider of planning and installation services for medium size wind turbines within its target market.

*The same, incidentally, is true of another Definition-created brand, for Rose Project Services, in which their name is matched with a graphic which, to more masculine minds, looks distinctly structural, perhaps a 3D building design and to more feminine ones, in obviously a rose. It’s both, of course. Given Rose’s positioning in the macho world of construction, this enables them to have a memorable symbol which reinforces their name, without using a poncey-looking flower.
See www.rpsl.com

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