How do you build and activate a brand for an innovative B2B marketplace in a demanding industry?
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Challenging the status quo
Vestas is one of the biggest global leaders in sustainable energy solutions today, and this position comes with both challenges and opportunities.
And in the renewable energy industry, Vestas discovered some challenges. Sourcing the right parts and services is cumbersome and time consuming. It’s a challenge to identify the right parts, there’s no possibility to leverage economies of scale, constraints on opening hours and so on.
Vestas wanted to confront that challenge and move the status quo within the renewable energy industry – making O&M procurement as easy as buying something on your favorite website.
The solution to this problem was a new B2B marketplace designed to transform the cumbersome process into a simple one, improve operational efficiency, and increase transparency in everything from pricing to delivery.
Big transformation, strong brand
And such a big transformation also demanded a strong brand to carry the marketplace out into the renewable energy industry effectively and with the right strategy.
More specifically, Vestas needed help to develop a completely new brand platform, identity, and a 360-degree digital marketing playbook to secure a successful launch of the brand and marketplace.
However, marketing a completely new offering in a conservative and traditional industry can be challenging. So, where and how do you begin?
The first step is to find the strongest and most important brand marker - the right name.
Covento – connecting the wind industry
In pursuit of finding the right brand name, we combined Vestas' criteria with name methodology, workshops, creative brainstorming, and desktop research. We then presented a shortlist of seven names.
The final name chosen was Covento - a name created by combining "connecting" and "vento," the Latin word for (by) wind. The brand name Covento embodies one of the core values of the marketplace: connecting industry peers to do time-efficient and sustainable business together while simultaneously recognizing the Vestas mother brand.
With a distinctive and authentic name in place, we created the entire brand around it. We developed every essential brand asset, from the logo, 5th element, and typography to the visual identity, brand narrative, messaging, and tone of voice.
The whole brand platform turned into an actionable brand book with guidelines for every part of the brand across all touchpoints.
Media & Platforms
360-degree digital playbook and SoMe strategy
As a completely new brand and marketplace within the renewable energy industry, Covento also needed to create the right awareness of its brand, offerings, and unique selling points in order to penetrate the market in the best possible way.
For that purpose, we also developed a 360-degree digital marketing playbook that embraced every digital touchpoint, core brand features and essential market insights. The digital playbook includes everything from personas and content themes for every relevant buyer and supplier segment to channel and SoMe strategy for all digital channels and touchpoints.
In the end, the results were a distinct name, a complete brand platform and brand book to define and maintain the brand, and an actionable digital strategy that enables every Covento stakeholder and employee to effectively communicate the essence of the Covento brand through digital communication and initiatives.