Repositioning the UK's fastest growing energy company across all its services as a challenger brand to the Big Six suppliers and maximising the value it places in its customers. New values, new working practices and crucially, a total overhaul of the brand identity and communications strategy has seen the business transform in just one year. The results were startling.
A significant new business win was enabled by the rebrand which increased revenue by over 100% and doubled the energy company's workforce. Online, the brand's mobile usage rocketed by 38% within just 6 months of the rebrand. A truly joined-up solution creating enhanced capacities and growth.
The energy sector had taken knocks from Ofgem and energy companies needed to differentiate. A connected brand experience was required to build affinity across all touchpoints. The rebrand needed to reflect the experience of a serious player and establish trusted and direct customer relationships.
Building a unique proposition, core values, language and imagery, the brand provides a warm and friendly customer connection. ‘Bringing energy to life' underlines the company's promise. Joining up the brand across all channels - brand rationale, communications, interiors, digital communications, responsive website and app design.
To move the brand forward, the obvious solution might have been to simply rename the brand. However, it was decided that the Spark name should remain to ensure openness with the brand's customers. In the end, to be true to their newly-defined values and emphasise their fresh customer-focused approach, Spark Energy went to first name terms: ‘Spark’.
Positioning & Values
Working with us, Spark developed its new brand rationale, solidifying its market strategy and positioning. Spark decided to continue to focus on one sector – the supply of energy to the lettings market - and to absolutely perfect this service. ‘Bringing energy to life’ became the public facing element of the brand’s new values with the tagline reinforcing a warm, responsive customer relationship. Friendly and approachable, it puts the customer’s needs at the heart of its business.
Designed from the outset to be a living identity system the ‘energy loop’ symbol became the DNA from which all the visual elements of the brand were realised. The new brand toolkit was developed to ensure clear and consistent communication of the improved brand and service everywhere it was seen, with the brand being expressed across internal and public-facing communications, bills and statements, HQ interiors, internal and external digital communications and responsive website.
“It was essential for us to reshape and redesign our brand to take growth to the next stage. During a time of intense media and political attention on our industry our rebrand had to work on different levels. Based in a rural community in the Scottish Borders and servicing customers in the urban South East our brand had to be built from our core values to be relevant for our staff and at the same time fit with the busy lifestyles of our customers.”