From a brand refresh to a full rebrand, understand what to expect from a branding exercise
If a clean energy company asked 20 branding experts what to expect from a branding process, they would get 20 different answers. For an organization who has not been through the process before, that lack of standard can be exceptionally confusing. What does the company need for a successful branding process? What is a “nice to have”? How does a clean energy company compare when methodologies and estimates are so different?
Realistically, a branding process is more like the levers of a solar PPA than a series of rules from the NEC codebook. Think of the adjustments one can make when structuring a solar PPA – pricing, an escalator, the term, etc. – yet the outcome is still an agreement to sell and buy solar power. How one gets there has a structure but is unique to the situation. NEC code, on the other hand, is specific, with defined rules to accommodate a certain outcome.
The first questions a clean energy company should ask when considering a branding exercise are:
1. What are my goals for a branding exercise?
2. Generally, where does my current brand fall short?
3. How does branding fit into the current company structure?
A good consultant will help you answer these questions in more depth. However, having a general baseline will help you understand what framework to use when determining the process and type of agency to work with in the first place.
For example, if you can clearly articulate your brand, but the visuals are out of date, you may not need a full brand agency but would be well-served working with a creative firm. Alternatively, if you have no idea what your company vision and value propositions are, a branding agency would serve better.
Most branding exercises can be broken into four broad categories, each with different frameworks and outcomes. And while branding agencies, creative firms, and consultants will have their own unique methodologies, you can use the following to help assess what you need based on your goals.
Types of branding exercises
Brand identity
A brand identity process is what most clean energy companies think of when they think of “branding”. A brand identity exercise involves the visuals of your brand – either redesigning or updating your logo; color palettes; fonts; how visuals are laid out; common visual elements – all defined and described in a style guide.
Often a brand identity process is tied with redoing a major component of the organization’s public-facing identity. It may be a website refresh, a major product launch at a tradeshow, a big financial announcement, or any of a number of significant milestones.
For new companies, a brand identity package may not be enough to really take advantage of building a brand. Take a look at the full branding section below.
A brand identity package often starts with a review of existing materials to understand what has been used in the past. This review will include any existing branding documentation, including vision, mission, value propositions, customers, and competitors.
Working with someone who understands the clean energy industries, what works, what has been done in the past, and how to keep your company from looking like everyone else can be a huge time saver in a brand identity process.
The review gives the creative firm a picture of the organization. They will tie that picture with your goals and any expansion of services/customers in the works to draft a visual identity for review. Some may draft more than one for review. Others may present only one.
Some creative firms will incorporate steps to zero in on a visual identity, including mood boards, word bubble brainstorming, and swatch searches. These are all helpful but should not be the only guides. While you want your organization to showcase its unique personality, the brand should appeal to your customers and potential customers.
Once a visual identity is defined – logo, colors, fonts, look-and-feel – it will all be captured in a style guide. Agreed upon assets – logo files, templates or projects, style guide – will be provided at this time as well.
Brand refresh
The most common brand update, involving incremental updates over time, a brand refresh incorporates a lighter touch than a complete rebrand does. It may involve both visual identity components and brand articulation components. Typically, a brand refresh reviews and refines rather than redoing any parts of the brand.
For example, a visual brand refresh may use an existing logo and color palette but update the look and feel of the brand to keep it current. Or a brand articulation refresh may update value propositions, customer profiles, and positioning as a result of a major product or market shift.
Core pieces such as the logo, vision, and mission rarely change during a brand refresh.
Depending on the needs in a brand refresh, a clean energy company may work with a creative firm or a branding consultant/agency to complete the work. If the right skillset exists, some may even opt to keep it in-house.
A refresh will consist of reviewing existing assets and branding to determine what is out of alignment with the company’s goals. After determining the content and materials to be addressed, expect a back and forth process to home in on the right messaging and/or visuals.
Once the messaging and visuals have been finalized, updates will be captured in a new style guide and brand documentation. Updates to any materials agreed on in the initial, or refined, scope will be made at this time. And updated assets will be provided.
Rebrand
A rebrand is often a strategy clean energy companies employ when major shifts in products and services occur, especially expansions. A rebrand may also happen when there are big leadership changes, major milestones reached (e.g. 15 years in operation), or the organization receives significant negative publicity.
A rebrand will address all aspects of the brand, from vision and mission, to customers and value propositions, to all parts of a visual identity. Nothing is off limits. Some organizations keep their names, while others change the organization name as part of the process.
Rebranding will involve research, including interviews with staff, leadership, and customers. It will involve researching competitors and market analysis. It will involve reviewing all current assets to understand what works and what doesn’t.
Once the research phase is complete, expect to tackle your vision, mission, and brand values. Then dive into naming – if you’re renaming the company – followed by defining value propositions, positioning, and customer profiles.
At this point, you’ll have strong information to inform a visual identity – your logo, color palette, fonts, visual assets, etc.
All of the pieces will be rolled into a style or brand guide and a messaging framework.
A rebrand will touch every aspect of your business. Planning for announcements, implementation, ongoing incorporation, and regular assessments is key to a successful rebrand. For a rebrand execution is just as important as strategy.
Don’t expect any of this overnight. A rebrand takes time. Plan accordingly for the best results. For example, if a clean energy company wanted to announce a rebrand at an RE+ in September, then starting a rebrand in January is realistic. Ensuring all assets are poised to “switch” to the new brand at the announcement.
Note that if you do consider announcing a rebrand at a major tradeshow, be sure there is a bridge between your old and new names and identities. Otherwise you could lose out on traffic because no-one can find your booth.
Full branding
The difference between a rebrand and full branding is a difference of perspective. For the most part, organizations that go through a full branding process versus a rebrand will be:
- New companies
- Organizations spun off from existing organizations
- Newer companies that did not brand when incorporated and don’t want to consider anything they’ve used to date
- In rare cases, there will be a reason a company wants to completely leave their history, name, and any built up brand reputation behind (think Enron or Auxin Solar if either had not gone bankrupt).
The process is largely similar to a rebrand without the review of current assets. And it will definitely involve a naming process.
No matter which type of brand process you’re looking to engage in, understand that a good branding process will take time and effort. Plan for the time and plan for the rollout and execution of the brand/rebrand. This is your company. It’s worth it to invest in an effective branding process.