A unified brand for a diversifying business
Wattzs Energy, an energy brokerage firm, clarifies its brand and establishes an authoritative voice after expanding into a new market.
A Successful Business Outgrows Its Original Brand
Successful businesses evolve but sometimes, their brands don’t keep pace. This is the challenge facing Wattzs Energy, an established energy brokerage.
Originally focussed on negotiating complex brown energy contracts for commercial clients, its recent expansion into a second, very different line of business—brokering deals for rooftop solar farms—means the company now needs to communicate its value in a new way. This is a classic brand architecture challenge.
A Strategic Union of 2 Distinct Business Lines
For a small business like Wattzs Energy, managing two distinct lines of business is a significant undertaking. Managing two separate brands on top of that would stretch their resources even further.
Our strategic recommendation, therefore, is to unify both services under a single, powerful master brand. This approach ensures that the trust and authority built in either line of business builds confidence in the entire Wattzs Energy portfolio.
This strategy now leads us to our central task: to find one core idea relevant and powerful enough to represent both sides of the business.
The Solution of a Single Overarching Identity
We look for the function that unites both lines of business to find a simple truth: Wattzs Energy doesn’t just negotiate energy contracts; it navigates complexity and connects opportunities. This is its core value, whether dealing in brown energy or solar farms.
This insight led us to our central unifying concept: positioning the entire business as “Power Brokers”.
This single idea is the engine of the new brand. It reframes Wattzs Energy from a tactical service provider into a high-level authority. It’s a confident, professional brand identity that provides a durable foundation for its current operations and any future expansion.
This rebranding strategy was key to their next phase of growth.
A Platform for Brand Building
A suite of informational booklets designed to communicate the unified “Power Broker” identity while clearly articulating the value of each distinct line of business.
With the brand identity of “Power Brokers” as our strategic north star, we develop a suite of communication tools designed to bring this new, authoritative positioning to life.
The primary deliverables are informational booklets: “Introducing Wattzs Energy, Power Brokers” and “The Power is Untapped Solar: Private Rooftop Solar Farms in Singapore”. To navigate regulatory constraints, these materials are designed purely as informational booklets, not investment prospectuses.
The language we craft across all deliverables is deliberately that of an equal partner—confident and sure of its value—transforming a complex service offering into a clear, digestible story.
A Durable Foundation for Future Expansion
The primary result of our work is a clear, confident and unified brand for our client.
The “Power Broker” positioning and the supporting communication tools provide Wattzs Energy with strategic brand clarity. The team is now fully equipped to communicate their diversified value proposition with authority and consistency across both business lines.
This provides a strong and flexible foundation that positions their expertise as a unified strength, ensuring that as they continue to grow, their brand can flexibly adapt to accommodate future expansion.
