SPOTLIGHT: STATKRAFT
> “We have potential when it comes to unifying and strengthening our brand across the world,” says Sperre. “If a clear and pointed brand platform forms the basis for everything we do, our impact would be stronger both locally and globally. For us that means finding the essence of our brand, and thereafter facilitating the implementation across geographies.” For Statkraft, this meant taking a future- back approach to the definition of its revised brand strategy: aligning the organization around the long-term goal, and ensuring its people were inspired to deliver on high ambition. An inside-out approach to the brand refresh.
RENEW THE WAY THE WORLD IS POWERED Statkraft’s previous business vision
described perfectly what the business did, day-to-day — but didn’t stretch far enough. It neither encompassed the ambitions laid out in their newly defined business strategy, nor connected and inspired its 5,000-strong workforce. A shift in perspective was needed. Talent from across the company came together to redefine the company’s vision and values – a business story, reinvented. Will Bosanko, Managing Partner, Brand at Brandpie says of the process: “After a long engagement process that aligned leadership and engaged employees from 12 countries in just 10 weeks, the result was a new company vision: ‘Renew the way the world is powered’, a statement that encapsulated not just Statkraft’s commitment to its role in the renewable energy mix, but its vision for the future energy system as a whole.” For Statkraft’s growing global business, this presented a guiding light, setting a clear path to 2030 and beyond. Embedding the vision and values into the organization was an equally collaborative process — involving colleagues at all levels and across different regions, ensuring that the new business story resonated with everyone. Reflecting on this time, Christine Sørvaag Sperre notes: “We had a broad process. The engagement was high across the organization, and especially in our corporate management — seeing how this could contribute to a clearer direction and revitalizing our value-based business.” WHEN VISION TURNS TO IMPACT The impact of the new business vision was instantaneous. “It was moving to see how this statement immediately created pride and engagement across our organization,” commented Sperre. Many employees shared the news through their own personal channels. Others used it as a means to show their pride, or to refine their internal ways of working. Sperre attributed this enthusiasm to the
ague, u are reading t tells a story , of who we we do, and it. Statkraft oneering energy for ury - energy rld needs
It’s all about making sure our brand catches up with our business strategy.
13 Brandpie Energy - Issue 1
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