Notodden Energi is a medium-size energy corporation with ownership in multiple commercial (fiber) and non-commercial (powergrids) entities. This separation created a strategic branding challenge on all levels of the organization.
Notodden Energi is a hyperlocal brand with public ownership and a clear corporate social responsibility mandate to serve and care for the inhabitants of the region. The brand awareness and following positive associations to the company are second to none and top 99%. The New York Fire Department comes to mind when comparing these numbers.
The monopolistic infrastructure part of the company operates relatively far away from the proactive power and fiber sales of the commercially focused entity. And with that in mind, the brand strategy is set to leverage the differences and enable both entities to thrive and focus on growth and customer-focused development.
Notodden Energi will become the commercial master brand for the customer-facing part of the company, with a renewed and clear brand strategy, full commitment to innovation, business development and proactive customer care. The architecture is created to incorporate future products and solutions under the master brand.