Wetility
Audit, Strategy, Brand identity, Marketing strategy, Photoshoot,
Website development, Launch, Social media, Public relations
South Africa
Understand Today
Valora is driven by building tomorrow’s leading brands. To do this we spend time engaging
with start-ups with potential to figure out how we can collaborate and support them to build
a strong brand from the onset that enables the entity to grow quickly and deliver returns that facilitate further investment and progression for the fledgling entities. This mindset resulted in
our paths meeting with the Wetility team.
Wetility, a start-up, alternative energy solutions company asked us to build their brand.
The challenge was to build a brand that would not only make the business standout but feel
bigger and older than it already was. The reason behind this was because the entity wanted
to get stakeholder buy-in faster and needed a strong brand to instil this confidence.
Wetility was not only looking to acquire many clients within the first few days of its launch.
The business was also looking to onboard investors at a rapid pace based on an ambitious
capital raising target. The team was unphased by the task ahead because of the gap they
had identified within the market, including the notion that brand would be an asset that they
could leverage to solution faster. We gladly accepted this challenge, building the brand with
the end in mind.
Explore Possibilities
Valora started with an audit that was aimed at identifying both local and international best practice from a business and brand perspective. Through understanding the sector’s standards, we wanted to identify brand, marketing and communication gaps and opportunities. A gap we quickly picked
up was that because the industry was still within its infancy, standardisation was still taking place. Because of this we recommended building the business and brand as the standard. Wetility would be the mark or gold standard of alternative energy solution supply (including associated guarantees). This approach supported us with building out the brand’s strategy including an empowering proposition that would foster buy-in for both the residential and commercial customer.
Wetility as an entity would provide “energy at your (the customer’s) pace.” The concluded strategy was used leveraged to build out the brand’s design (wordmark, logo, illustrative style, and design elements) with the visual language’s key outcomes being to intrigue and impress from a colour, hue, and expression standpoint. The strategy was also referenced to build out wetility’s marketing and communications strategy with messaging themes being developed for the different customer categories and personas. In addition, the right tone was fleshed out and used as a key input for developing the business’ website and advertising copy. Valora also assisted with the business photoshoot with these photos being used for the webpages.
Other elements Valora supported Wetility with was the naming and designing of the technology housing box – the PACE and lastly recommending and working with the PR to ensure the brand launch would deliver the required return from a client acquisition and investor buy-in perspective.
In addition, Valora also oversaw the production of brand assets including collateral and templates that would be used for pitches, presentations, and other showcases.
Shape Tomorrow
A lot of invention and innovation has been centred around building the Wetility business.
The Wetility team continues to ask why and so what questions and this has resulted in them producing a differentiated business model which is aimed at putting the customer’s energy
needs first, keeping them always on and furnishing them with data and insights at informing
their decision-making processes (energy related). Based on this, Valora built a differentiated
brand that embraces the Wetility’s team way of thinking; including how best to express this sentiment to relevant stakeholders.
In addition, a good amount of time was also spent on developing and thrashing out key messages
to be communicated to stakeholders across the different platforms, from the website, to billboards, to correx boards and across elements such as social media, and face-to-face and virtual presentations.
Our Impact
From an investor buy-in standpoint, Wetility’s presentations have been well received with corporate
and personal investors finalising a few financing deals with the team. The customer pipeline continues to grow and wetility is hoping to conclude the financing deals as soon as yesterday so they can ramp up the pace on delivery. Existing customers are impressed by the PACE box as it
has neatened the installation process of the solar solution. The We-X platform (website based) is
a major talking point amongst customers and investors and one of the reasons that some of the potential investors are exploring a partnership with wetility.
The developed brand has also enabled wetility to develop beneficial partnerships with public and private entities such as Investec, the Innovation Hub, Nedbank and FNB. Wetility prides itself as
a brand led organisation that is certain that the investment in developing the brand will exceed expectations from a customer acquisition and stakeholder buy-in viewpoint.
Client Feedback
“Valora’s team has been highly resolute with delivering value to our business and this is reflected
in the manner in which they’ve conducted themselves and their quality of work. As a result of this wonderful experience, we decided to retain Valora as our brand consultants to aide us in improving our eminence and to meet our business growth targets.”
– Vincent Maposa, Founder and CEO
