Positioning a renewable energy business for success.

Natural Power are champions of renewable energy, with a genuine passion for protecting our planet. They have been trusted consultants for all scales of renewable energy generation project for over 30 years.

The requirement

In response to the global nuances of the energy sector, their service provision is different in different regions, with it being tailored to local needs and gaps in the competition.

Operating across multiple countries, Natural Power had developed diverse service offerings tailored to local needs and market gaps. However, this regional adaptability created a challenge: their global brand presented a single, uniform message that did not accurately reflect the different capabilities, strengths, or offerings of each local team. As the business expanded, it became increasingly important to clarify how Natural Power shows up in each market—without losing the unity and equity of the overall brand.

Our approach

Genoa Black was commissioned to deliver a comprehensive brand positioning project that would retain the strength of Natural Power’s global identity while enabling tailored regional communication. We conducted a series of discovery workshops and stakeholder interviews across key regions to understand the nuances of local operations, customer expectations, and competitive landscapes.

This insight informed the development of a global brand positioning framework, which articulated a unifying purpose, personality, and values for the business, while allowing flexibility in how each region presents itself. We then developed regional messaging guides—bespoke communication frameworks that helped local teams articulate their specific offerings, expertise, and client value propositions in a way that remained true to the master brand.

The result 

The transition from one global brand voice to a suite of regionally adapted sub-brands has significantly improved clarity and impact in Natural Power’s market communications. Each region now communicates a distinct proposition tailored to local audiences—whether that’s end-to-end development support in the UK, grid and storage expertise in North America, or environmental consultancy in mainland Europe.

Crucially, this work maintained a consistent tone, look, and overarching purpose—ensuring that wherever clients engage with Natural Power, they experience the same passion for renewable energy and the same commitment to driving progress in the energy transition.

Natural Power now stands as a united but locally empowered brand, with messaging that connects meaningfully with audiences in every market they serve.