Impactful Branding for Clean Energy Companies
So much more than a logo, branding touches every aspect of a clean energy brand. Effective branding both gives voice to an organization’s vision and personality and represents those in a visual way. And it does so while speaking to key core audiences.
Developing a brand, or rebrand, takes what we feel and intuitively “know” about an organization and codifies it. Then that knowledge is expressed in a way that employees, customers, and other stakeholders immediately understand, inviting them to be a part of a community with the organization at the center.
Branding tree
If you imagine your brand as a tree, there is the unseen – the roots – that feed and help the seen parts grow – the trunk, branches, and leaves. Well-executed branding addresses both the seen and unseen, ensuring a healthy, growing brand.
Trunk, branches, leaves
Seen by your audience
Visual identity and content representing your brand, attracting the right customers.
Roots
Unseen by your audience
Core knowledge and identity that will strengthen your brand once defined.
Approach
A full brand/rebrand includes:
1
Research
Deep dive into the company, customers, and competitors.
2
Core work
Defining the bedrock of a company brand, including a vision, mission, brand values, and company name.
3
Messaging
Defining a company’s core audience(s), the value proposition, positioning, and messages that best connect the company to those audiences.
4
Visual identity
Visually representing the core and messaging in a consistent, memorable, relatable manner.
5
Implementation
Branding isn’t one-and-done. Effective branding is ongoing and should be consistently incorporated.
Specializing in branding for
Solar energy
Energy storage
Grid modernization
Considering a rebrand?
Whether your clean energy company is ready to engage in a full rebrand, wants to define core branding, or is looking for a logo and visual identity work, reach out to discuss a branding package right for you.
FAQs
When is the right time for clean energy companies to think about branding or rebranding?
Clean energy companies rarely go through a full branding exercise at the outset of a company or even during their startup phase, usually due to tight budgets. As they grow, there are certain inflection points that tend to trigger a rebrand, including:
Growth
The company has grown from a scrappy startup to an organization in which not everyone reports directly to the CEO. Company culture and communicating value is no longer as straightforward as the CEO sharing their personal vision. The brand needs to get out of the CEO’s head to share it effectively.
Outdated materials
A major item is out of date, causing the organization to question all materials. The website is often a vanguard of this push.
Major milestone
The organization is just about to or has just hit a major milestone, including fundraising, a possible merger with another company, or a significant change in leadership. A major shift often requires an evaluation of basic precepts that have guided the company so far.
Expansion
The company is moving into a new market or region. The new market or region requirements have them looking at basic assumptions about the organization as a whole.
Wait. My brand isn’t my logo?
That’s right. Your clean energy brand is so much more than a logo. AND your brand logo is typically the most recognized visual component of your brand.
The reality is that logos alone are just words and/or images. They become weighty when we manifest all the emotions, purpose, positive and negative interactions, and pieces that make up the roots of our brand every time we see that logo. Then a logo carries meaning.
What do all these branding terms mean?
When speaking with clean energy organizations about branding and brand efforts, it’s not uncommon for us to spend a few minutes defining terms. What does someone mean when asking for a rebrand? Does someone use vision and mission interchangeably? What the heck is a customer profile?
How we define and use terms can make a major difference in how a brand, marketing, or creative project is scoped. The way in which we interpret branding terminology impacts how we actually work to brand our own organizations.
Related work
Iron-Flow Energy Storage Tradeshow Graphics
Tradeshow graphics for a growing long-duration energy storage company to level up their presence at clean energy events.
Integral Advance Solutions Website Design
Website design for an innovative network engineering firm working with utilities in grid modernization and telecommunications infrastructure.
IAS Logo Design and Color Palette Development
Logo design and color palette creation for an innovative network engineering firm working with utilities in grid modernization.
Related posts
Performing a Clean Energy Brand Audit
How Clean Energy Companies Can Turn Their Vision into Action
Defining Clean Energy Branding
For over 25 years, Corbae has worked with clean energy companies to deliver impactful branding, design, and marketing communications.
Ready to discuss your branding and creative needs?
Reach out today!