The brand transformation journey of First Utility (independent energy provider) reviewed as a case study

1. First Utility:
Transforming the brand to create stand out and a
clear call to action
The Client:
Headquartered in Warwick, First Utility is the UK’s largest independent energy
company. Positioned as a challenger brand to the “the big six” competition, it
launched in 2008 with a competitive price point and a smart meter offering.
The Challenge:
Working as the Head of Digital and Customer Marketing, I led a number of
initiatives for the business including a project designed to transform the brand in
keeping with changes to the energy market. This ran in parallel with updating the
website design, site architecture and content.
Engagement of the consumer in the energy market is still largely driven by price
and is shortly followed by corporate reputation or brand credentials. Whilst First
Utility was able to compete on price, this was becoming increasingly costly as the
brand was not as well-known as its competition. Sustainable cut through in a
cluttered market was urgently required to help First Utility meet with its growth
ambitions. The challenge was to reposition First Utility and create a unique and
believable brand proposition that would deliver cut through.
The Result:
Originally, First Utility was started by a team of business entrepreneurs who
wanted to empower consumers through the utilisation of technology in the
energy space. They felt strongly that the energy market was archaic and had
outdated practices that resulted in consumers getting an unfair deal. Their goal
was to challenge the status quo and offer a fairer, cheaper, and smarter way
forward – “Smarter Services for Life.”
After immersing myself in the business and reviewing the energy landscape I
determined that the desire for an energy supplier who did things differently was
even more relevant in today’s economic climate. "I’m fed up with hearing about
energy suppliers and their big profits but feel stuck with mine Switching is
T. 07904972864 | E. natalie@bighatmarketing.co.uk | W. http://www.bighatmarketing.co.uk
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2. such a hassle and I’m not convinced that there is an alternative.
They’re all the same aren't they?"
With this insight and the development of the First Utility brand essence as being
consumer champions and technology visionaries I began to set the strategic path
for a brand transformation that would impact the website and content, social
media
platforms,
display
advertising,
third
parties,
customer
comms,
internal/external branding and collateral.
In collaboration with our marketing agency (OTB) I defined the unique territory for
the First Utility brand by creating the simple, bold positioning statement ‘First
Utility. There is a better way’. This represented a confident brand keen to show
consumers that there really was an alternative to the “big six” - one that would
campaign on their behalf for speedier switching, increased competition and would
give a “Price Promise”.
To solidify this position and truly own the space a full colour palette review was
also conducted to visually create a stand out from other energy suppliers. After
consulting with the Executive team I proposed that we drop the blue and adopt a
contemporary purple and grey palette for the logo and introduced a powerful
suite of consumer centric images that would be used for the website, customer
communication and advertising.
The new look First Utility brand launched internally on time and to budget with a
bang one week before the website which went live on June 25th 2013. From this
date onwards the old branding was gradually retracted and guidelines for internal
and external direction were provided to keep the transformation on track.
Employees who were key to the transformation received branded give-aways and
the new colour palette and imagery was reinforced by giving the Headquarters
and London office a vibrant facelift.
The brand now has a very clear, single-minded proposition founded in a true
consumer need which was born from First Utility’s vision to be a genuine
alternative to the dominant “big six”. The transformation vision I provided for the
brand continues to grow today and as it has deep routed foundations which have
been bought into by the entire organisation will no doubt continue to go from
strength to strength.
T. 07904972864 | E. natalie@bighatmarketing.co.uk | W. http://www.bighatmarketing.co.uk
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3. Images before and after:
Identity evolution – Colour palette and logo
Old and new website
Employee internal launch
T. 07904972864 | E. natalie@bighatmarketing.co.uk | W. http://www.bighatmarketing.co.uk
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