Power NI, formerly known as NIE Energy, is the largest electricity provider in Northern Ireland. The project is the largest consumer facing rebrand in Northern Ireland with over 850,000 customers. We created a new brand for the business in a highly competitive market as well as generating a new brand essence and brand proposition. We also advised the board on a strategy to simplify the brand architecture for parent company Viridian Group. The new brand architecture reduced the group’s different brands from nine to two.
Before implementing the new brand, our challenge was to create a new brand name for the consumer business and a repositioning of the business. It was essential the new brand would position the business as a more proactive and energetic brand in order to compete against low price providers and address new technology which allows consumers to switch provider more easily. In order to reduce the business risk associated with the brand name change, we devised a brand migration programme to ensure that we unlocked the brand equity within the existing brand.
The new Power NI brand reinforces their position as the leading energy supplier in the Northern Irish market. As part of the rebrand we redesigned all the brand touchpoints. We also created new brand guidelines and a communications strategy for the business. The rebrand has been a very successful with the business hitting all targets for market share and awareness since the launch. Over the last year the brand has been very successfully building momentum and brand health scores are consistently building.
