Branding • Visual Look and Feel • Messaging • Website
As well as creating an offshore wind campaign for DONG Energy UK, its subsidiary group, DONG Energy for Business, wanted to develop a sound brand strategy. The tactical marketing plan would target its key audiences; in particular the I&C market.
DONG Energy acquired Shell Gas Direct in 2012. Despite impressive growth, its gas sales business (DONG Energy Sales) was relatively unknown in the UK I&C market.
To align with the business marketplace and target the right customers, we renamed the brand “DONG Energy for Business.” This decision was informed by extensive research with an SEO agency, which revealed that target clients’ search terminology focused on business-related terms.
DONG Energy for Business can separate itself from the Big Six in the public eye. Where the Big Six are perceived to be faceless, DONG Energy for Business is approachable and transparent in its costs. We harnessed this as a differentiating factor through the combination serious, consultant-style imagery with a personable and fresh tone of voice.
Print collateral was created in conjunction with DONG Energy for Business’ Sales team. This ensured that the team was able to target potential customers at key events.
With its strategic re-positioning and striking new brand identity, DONG Energy for Business is now firmly placed in the UK I&C market. Segmenting information through three distinct pages targets the right customers.