Product category:
Design services
News Release from: WPA Pinfold
Edited by the Marketingservicestalk Editorial
Team on 30 October 2007
WPA Pinfold stretches npower brand
Strategic branding and creative design consultancy WPA Pinfold has created a brand identity for npower's new home energy service - hometeam.
The task was to communicate a warm and personal customer experience in what is traditionally perceived as a 'cold' sector by consumers The project provided WPA Pinfold with the opportunity to give the npower brand a physical high-street presence with its consumers - a natural and important step for the development of the brand
This article was originally published on Marketingservicestalk on 26 Oct 2007 at 8.00am (UK)
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Npower undertook extensive research into the market and found that there was a gap between the image of the service provided by the impersonal corporate organisations and at the other end of the scale - that of a service engineer from the local classified advertisements.
The hometeam brand was built around the foundations that 'the little things make all the difference'.
For example, hometeam engineers 'roll out the red carpet' to protect the customer's floor, bring their own tea/coffee and provide flexible appointment times.
Furthermore, leading etiquette experts trained the engineers on personal skills in order to provide the customer with the best service.
The aim in all communications is to focus on the customer benefits and the experience.
WPA Pinfold, the lead consultancy in this project, worked hard with npower in achieving a challenging and personal 'tone of voice' for the brand.
The logo is endorsed by the npower brand, giving customers the confidence of a national organisation supporting the new home-focused service.
A metallic sheen has been used on the hometeam logo communicating a contemporary feel.
WPA Pinfold has also created the branding for the customer leave-behinds such as quotation folders, membership cards, direct mail and press advertising.
Other branded applications include personalised hometeam uniforms, toolboxes, flasks and love heart boiler stickers.
Carmel Nolan, npower home energy service marketing manager, commented: "Working with WPA Pinfold feels like working with an extension of the npower team - they have been heavily involved in this project from the beginning, developing the brand strategy, through customer communications every step along the way.
"They deliver on time and above expectation and just as importantly are great to work with".
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