ENBALA
CU Service Network | Messaging
Audience-Based Marketing Strategy
Challenge
A Powerful Opportunity
With the rapid growth of renewable energy sources, maintaining operational reliability of the energy grid has become a complicated undertaking. Enbala makes software to help utilities and energy service providers adapt to changing conditions in real time. In this high-complexity, high-tech environment, the company spent early days focusing on solutions and driving change. Now, they needed to take a beat and determine whether their messaging and branding truly communicated their services and vision.
Deliverables
Logo Refresh
Persona Messaging
Service Offerings
Branding
Strategy
Messaging
Solution
A Clear Vision
We began by facilitating a workshop with Enbala’s marketing and executive teams to develop the company’s internal story. Next, we conducted customer interviews and created customer persona profiles to better understand the needs of Enbala’s audience. Next, Refactored evaluated the company’s existing messaging and visual branding against these profiles. We determined that the existing mark and tagline seemed more applicable to a power provider—an issue that Enbala determined to rectify.
Before
After
Results
Renewed Purpose
The persona research and brand-and-messaging alignment helps Enbala better communicate their vision and benefits to customers. Enbala’s new messaging and refreshed logo makes it clear that the company serves grid providers, rather than being a utility itself. The emphasis is on the software’s benefits to customers, rather than on platitudes or industry jargon. The tagline communicates the company’s unique identity and purpose, and customers can better understand the potential advantages of working with Enbala.
Where Do We Start?
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