overdue nature of the renewal, noting that the new statement “truly captioned the role that Statkraft has in the world.” This shared sense of purpose extended beyond marketing to influence Statkraft’s internal culture and management systems. Similarly, the newly defined cultural values were instrumental in building a cohesive culture within Statkraft. Its updated values have been integrated into the company’s management system, ensuring that each employee understands their role in fulfilling the company’s vision. This common ground and shared identity created a more unified and focused workforce. Building a culture of One Statkraft. ARTICULATING VISION THROUGH BRAND In the context of the energy sector’s rapid evolution, the strategic clarity around Statkraft’s intended role in the world was crucial for Sperre and her team to ensure the brand is future-fit for the business. “We see that we need to step up our brand strategy to be able to stay competitive,” Sperre says of the process. “The competition is fierce both when it comes to talent, customers, projects, acceptance, and our brand plays a crucial role in all these aspects. For us, it is all about making sure our brand catches up with our business strategy.” Bosanko adds: “Amid major changes across the sector, and with renewable energy and the transition at the top of the world agenda, Statkraft’s brand is now refocusing: clarifying their role, setting ambitious goals, and positioning the brand to gain competitive advantage.” Statkraft’s journey expertly illustrates the power of strategic clarity in driving change. By redefining its business story first – clarifying its vision, values, and role in the world – in order to align its people around the ambition, Statkraft set a course to renew the way the world is powered. The brand continues its longstanding history of being a clean energy pioneer as it enters a new chapter. Leading the charge in the transition to a more sustainable future.
Issue 1 - Brandpie Energy 14
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