Energy & Utility Skills (EUS) is an employer-led membership organisation that promotes professional development and nurtures talent in the gas, power, waste management and water industries. Historically the organisation had been largely government funded, but changes to budgets meant EUS needed to become more self-sufficient by increasing consultancy and membership fee income. In order to be successful in this new phase, EUS contracted Cognition to assist with branding and marketing collateral. Importantly, marketing had to cater to a range of stakeholders, including students, employers, employees and government officials. We were actively involved in developing the branding strategy and new materials.
As part of the rebrand, we developed a proposition and brand platform that positioned EUS as the authority on professional development and skills in the energy and utilities sectors. The organisation had a true differentiator in its data and market intelligence, and this approach allowed EUS to showcase this to its membership and in the media. A key aspect of the approach was to consolidate EUS' many products and services in a logical way under the new brand, so it was easy to cross-sell to members. We then wrote a series of brochures the organisation could use to promote these capabilities.
The new brand and positioning helped EUS tell a consistent story to members and to the wider industry. It helped the organisation boost its profile through media coverage and made it easier to inform key audiences about its diverse product and service offering.
*This project was alongside the team at Cognition