Background

Based on experiences gained from a related, 17 year-old energy management services firm, Genea Energy was established to deliver unique web-based software and control systems aimed at increasing commercial property value, generating new revenues for building owners and creating energy savings.

Issue

When they approached RiechesBaird as a startup in 2007, Genea sought a basic platform for growth, starting with an effective description of their offering. In a crowded marketplace containing a range of market share and product sophistication, Genea also needed a succinctly articulated value proposition that worked for multiple external audiences, including building owners, property managers, building engineers and tenants.

Strategic Insight

During an immersive discovery phase, we quickly recognized that a “green” message alone would not motivate potential customers. We advised Genea to reframe the energy management conversation to be about business benefits rather than environmental impacts. We also learned that among business customers, perceptions of sustainability were shifting from “necessity” to “opportunity.” We recommended Genea capitalize on this change in attitude by positioning their company and offering around the concept of “empowerment through transparency”—affording every stakeholder in a property portfolio enhanced visibility into how energy is being used, what it costs, and how to enhance net operating income. Lastly, using a descriptor that resonated with customers, we dubbed Genea’s offering a “building optimization platform.”

Result

After positioning Genea and helping to define their business category, we created their visual identity, designed and built their website, and planned and executed a brand launch complete with direct mail pieces and tradeshow graphics.

In late 2009, Genea was chosen by Forbes as one America’s Most Promising Companies. Only 20 companies made the list.