Problem:
BPA selected Outlier to develop the brand for a new Residential Support Services Program designed to promote energy efficiency for the residential market. To be effective, the program’s brand positioning needed to meet the needs of the program’s broad and variable stakeholder groups spanning both urban and rural markets.
The success of the brand would depend on our ability to properly align brand messaging across stakeholder groups while also addressing the unique needs and goals of each group individually.
Approach:
We began by conducting extensive market research and stakeholder interviews to make sure we had full understanding of the program, stakeholders, and market.
From there, our team worked closely with BPA to develop a brand strategy focused first and foremost on core values and development of a meaningful value proposition. Outlier strategists then developed stakeholder personas and mapped them with relevant brand messaging.
Outlier’s design team then created a brand identity that not only communicated core brand values like comfort and trust, but also created confidence for residents considering energy efficiency projects while enhancing the reputation of contractors that participate in the program.
The Result
Our extensive research allowed us to create a brand and communications strategy that balanced the needs of stakeholder groups while staying true to the intention behind the program’s creation. A well developed brand strategy meant that BPA could confidently turn the brand over to the vendor that would administer the program. Outlier’s research was also used to inform improvements to the program based on stakeholder feedback.
Throughout the engagement, our team worked hard to ensure timely communication and on-time deliverables. With many moving parts, it was crucial to keep the lines of communication open to meet project milestones efficiently.
The program is slated to launch December 2020.