Problem

As SOLEN Energy was about to expand into new geographic territories, there was never been a better time to restate what their brand was all about, create brand clarity and ensure consistency.

I needed to prod a little harder, dig a little deeper, think a little smarter to create an unforgettable brand story, a promise that not only attracted b2b customers but also kept them engaged for the long haul.

This wasn’t about aesthetics, logo’s or any tactical marketing campaign. It was about building an evidence based commercial tool that made selling easier.

Insights

In a B2B context, the thing you’re really frightened of is blame.

And bluntly put, when a consumer buys something, the emotion they’re trying to avoid is probably regret, an internal force. In a b2b context, it’s blame and that’s an external force. A huge amount of business activity is ass covering.

That’s why lines like ‘no one ever got fired for buying IBM’, encapsulates much of what behavioural scientist Gerd Gigerenzer called “defensive decision making”

It’s not doing research to arrive at a better decision, but in order to defend the decision that you’ve already made. So that in the event that things go wrong, you’re kind of bulletproof.

A consumer survey by LG, found that 9 out of 10 people "felt panic" when their phone battery drops to 20 percent or lower. This concept of battery anxiety changed the way people behaved.

Developing Brand Attitudes Into Customer Outcomes

Brand Attitudes

SOLEN magic mindset:

Going the extra mile, above and beyond.

No BS - just honesty and compassion.

Think about everything - always asking what if and why not. Abolish barriers.

Progressive innovation - pushing boundaries.

See’s people over numbers. A company inspired to change the world for the better.

Simplify the complex.

Customer Outcomes

Making them feel:

Reassuringly safe, an informed decision

Confident so there’s no need to worry - It felt personal. It’s a ‘know’ brainer

Trust won’t go wrong, but in the event things do, they have my back

Knowledgable - concierge approach, trusted scout

Relatable not only to customers but everyone who works for you, and with you.

Solution

The ads speak directly to the "desired version" of the individual—people who want to safeguard decision making, feel confident and reassured. The narratives are driven by clever wordplay and irony.