Re-branding to widen company's appeal

Branding comes across as a bit of a fuzzy concept to many people not specialist in marketing. But it’s more than just thinking of a catchy name and a logo. It’s about encapsulating what the whole organisation stands for and letting potential customers form an impression of what to expect from the company or organisation: its quality, whether modern or traditional, what it’s offering, its way of working, and even its ethos. 

The Context
Verdant Future was a start-up company looking to promote their sustainable energy services to two widely differing target groups: large manufacturing and engineering companies in the SW of England (their potential clients), and also green-minded members of the local community (their potential investors).


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Green Spark...
recommended a re-branding of the company as the original name and look emphasised its community origins but not energy efficiency for the corporate sector. The marketing review we carried out showed the target audience for their energy services, large manufacturing and engineering companies, would need to see Verdant Future as professional and authoritative. But keeping the company close to its local community was very important both for the company’s ethos and for ensuring the community share offers raised the income needed to pay for the renewable energy schemes. 

The Result
We worked with a graphic designer specialising in branding ethical organisations to devise a new name, logo and an overall ‘identity’. The name describes the type of future that the public wish for, i.e. a green one, but the word ‘verdant’ and the logo’s more sombre shade of green better fit a more formal image appealing to corporate companies. The graphic devise used in the logo is a repeating pattern of circles inspired by the pattern found on solar panels.  Once the new name and brand was created, Green Spark was able to create company pages on LinkedIn and Facebook, and organise the press launch to announce that Verdant Future was ‘open for business’.

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