A brand name that says what energy means for the community
When three provincial energy companies merged into a new, single entity, it needed a name that could convey the promise of reliability and entrenchment in society.
The provincial energy companies PNEM, Mega and Edon formed a new entity, creating the largest multi-utility provider in the Netherlands with substantial holdings in energy, environmental services, and cable activities.
It was imperative that the three companies retain a key asset in the transition: their good and trusted relationships with existing stakeholders.
A name change does not usually help this, so the name had to be chosen so that it would make the transition as smooth as possible and allow for further future growth.
A new and timeless energy
Based on brand positioning and name strategy sessions, it became clear that we were looking for a brand that was both innovative and timeless, reflecting the central role of energy in everyday live.
The name Essent was carefully crafted to meet this challenge. It was not only chosen for its simplicity and association with the word ‘essential’, highlighting the indispensable nature of the services provided, but also for its connection to ‘essence’, subtly alluding to fuel.
A company that chooses this name thereby signals its awareness of its responsibility to its customers and other stakeholders.
These associations are also evoked in the Belgian and German context, allowing the brand to grow beyond Dutch borders.
Full verbal identity services
Following the creation of the Essent brand name, Globrands continued to support Essent in establishing a structured and effective brand architecture. This included the development of various sub-brands and service names such as:
Domestiq Services: A name for home security services.
Inhome: The service organization dedicated to home energy solutions.
Spaarwatt: A savings program encouraging energy efficiency.
Essent RekenAssistent: A tool designed to assist with energy management.
@Home: Previously associated with cable services, which have since been divested.
In addition, we developed various naming systems for Essent’s portfolio and pricing structures.
Globrands has repeatedly proven its ability to provide a clear structure and tools for brand portfolio management in addition to the name "Essent", to develop associative brand names and to provide concrete, effective naming for offerings.