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Simple energy is powerful branding

There’s a lot to be said for the power of choice in the energy market. Dave Recchia, Creative Director at The Team, looks at how the ‘big six’ have centred their narrative on price while new start-ups such as Bulb are creating a clear, tangible mission with a distinctive brand which consumers can relate to and trust.

There’s a lot to be said for the power of choice in the energy market. The ‘big six’, soon to become five, have invested much of their efforts in a narrative which has for too long centred on price. A sure race to the bottom. Creating confusion amongst consumers, with complicated tariffs, perceived to be designed around profit generation and subsequently eroding trust amongst consumers.

Building a brand full of positive energy with a clear purpose, positioning and presence is fast becoming a refreshing approach and clear point of differentiation taken by smaller newcomers and trailblazers. And most importantly, putting the power of choice back in the hands of the consumer is exactly what the likes of start-ups Bulb and Ovo are making possible.

Bulb re-energised the market in 2015, founded by Amit Gudka and Hayden Wood, they set out with a simple mission, to lead the change in the energy industry. From their perspective, a better energy industry can be achieved in three ways: making energy simpler, cheaper and greener. A clear, tangible and progressive mission which consumers can relate to and value.

Finding a positioning which is of relevance to consumers and implementing it successfully is not an easy task for any energy supplier. Bulb has leveraged cutting-edge technology, alongside a warm and engaging brand voice to inform a customer experience which delivers simplicity, speed and ease. Getting a quote via their simple and intuitive website takes just 30 seconds. The result, 100% renewable electricity with a promise of being cheaper than any of the big six. The time it takes to make the switch, just two minutes.

This approach is proving a winning formula with 300,000 households across the UK signed up and now supplying 1% of the market. What’s even more impressive is that 30% of new sign-ups have come from customer referrals. A sure sign that Bulb are clearly creating a community of brand advocates. Affirmed by their status as the UK’s #1 rated energy supplier on Trustpilot.

Getting noticed when starting out is another big challenge. A clearly defined purpose and positioning is best served with a brand presence which is distinctive and memorable. Bulb have created a compelling and disruptive brand to challenge the corporate qualities of the big six. Starting with a name which metaphorically assumes the role of a bright idea, the point of difference becomes immediate. The name is rendered with a continuous flowing logo which evokes the qualities of a lightbulb filament, unlike anything seen in the current UK energy market.

The sum of the parts forms a brand which is engaging, accessible and vibrant. A refreshing and distinctive approach for a brand which has something different to offer consumers.

This approach to visual difference carries through to an electric colour palette, which glows in vibrant pink and a complementary purple, therefore avoiding common palettes of blues associated with gas, and greens to impress a renewable energy positioning. The tone of voice keeps it simple, avoiding technical jargon and focusing on messaging which is immediately relatable.

The sum of the parts forms a brand which is engaging, accessible and vibrant. A refreshing and distinctive approach for a brand which has something different to offer consumers.

For the old guard of energy providers, making a significant shift in what they stand for in the mind of consumers is a far greater challenge. Since consumers have an established idea of what the utility is, what it does and how it reacts.

The future of energy is shifting to the hands of the consumer and the energy companies with a social purpose at their core and a value proposition designed to meet the needs of the consumer will ultimately change the energy landscape.

A simpler approach to energy makes for powerful branding.

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