Harrison was approached by Jamie Greig, the founder of Energy Saving Bear, previously Our Property Bear to strategically review his brand and proposition, including market positioning, competitors, sector research, points of differentiation and proposition, to ensure that the new brand, offer, and client value was more immediately obvious.
Jamie, from an engineering background, developed a range of innovative energy monitors that could be linked to a clients’ energy meters, to provide a comprehensive insight into the energy usage designed to assist owners in monitoring consumption 24/7 and energy data needed to make informed investments for long-term financial and environmental sustainability
The product and service offered was as complex as it was unique. With business costs rising, their first challenge was to establish that energy consumption management was a key business saving vehicle among prospective customers. Next, they had to convince potential clients of their proven strategy.
The original company name had been a compromise. The client liked ‘bear’ because it was engaging, and implied sustainability and steadfastness. The term ‘property’ was used because that’s where they deliver savings. And ‘our’ was simply an attempt to make it personal for their customers.
Yet, the name didn’t communicate what they actually do. Moreover, the company didn’t have a clear articulation of their proposition, their potential clients pain points, their competitors, and what made them unique.
In response, Harrison completed a three-phased approach.
Step 1, Discovery and Research was to review the brand, the offer, the sector, potential client segments, competitors and brand positioning to clarify the proposition and brand essence. A positioning statement was the created
Step 2, Definition and Vision, focused on the re-naming process, using our unique brand facets methodology, brand ID concepts and marketing collateral, design implementation of a new website, which was built on the brand foundations defined in Stage 1.
Stage 3, Marketing activation, through the creation of a marketing plan to support the brand re-launch included thought-leadership, social media, press articles and events, among other things.
The result was an re-energised brand that – in the most economical and immediate way possible – expressed exactly who Energy Saving Bear are and what they can do.
Using Harrison’s eight proprietary naming facets methodology, ‘Energy Saving Bear’ was selected following a name generation workshop. Some key themes we explored were authoritativeness, giving control, creating efficiency, providing insights, delivering savings and ensuring steadiness.
An initial shortlist of six ideas was presented, along with brand rationales, available domain names for each and a narrative to build a unique story.
Testimonial
I chose to work with Harrison based on their strong creativity, expertise and knowledge of the hospitality and leisure sector, which is a key business segment we are targeting to grow our products and services.
The team at Harrison have really impressed me with their helpful, approachable, and collaborative approach to working with me on repositioning, renaming, developing a new brand identity and website for my business. Their intuitive strategic insight and methodology has created of a stronger brand and personality expressed through their distinctive creative design.
What has really set Harrison apart is their ability to listen, empathise, think out of the box, really place themselves in their customers’ shoes, and work with us to establish clarity of what we do, and a strong and confident brand.”
We have a big presentation with a corporate client next week, as we have been doing a very successful trial for them since January. So, the timing of the brand strategy has worked out very well.
Jamie Greig