3. DEMONSTRATION OF THE COMMERCIAL POTENTIAL Because cleantech companies offer the potential for environmental benefits—and many have been established by entrepreneurs for whom this is the key motivating driver—the compelling business vision may not be clear to those outside the company. Getting the story right for investors and customers will be crucial to realising the potential of the business. Any pioneering sector runs the risk of being seen as populated by people whose passion for science outweighs their passion for business. Presenting the face of a well managed, business focused organisation will be important to inspire confidence.
I think brand is most relevant as a company is entering the market. That’s the key point when a strong brand can help. That’s just as companies are trying to convince customers to part with their cash. The brand will be an embodiment of the company, its employees, its technology, everything. I think it’s somewhere between early and expansion stages. Alex Hook, NESTA
The key is the pre–IPO stage (expansion capital) if cleantech companies want to go that far... when institutions start looking at investing, they want to see a strong concept carefully set out. Mark Campanale, Four Elements Capital
4. INTERNAL COHESION DURING GROWTH Many cleantech companies will go through periods of rapid growth, where many new employees join, and new activities are undertaken. The sense of direction and culture created by the founders and original visionaries needs to be ‘codified’ through the brand so that it is readily accessible to all and can act as the glue to keep the organisation to the same purpose and commitment as it scales up.
Onzo had a brand manager at its earliest stage of development and devised and documented a corporate strategy and a brand strategy within its first few months, both of which have stood the test of time. Onzo’s first two non-executive directors brought brand/ communications and marketing expertise to the table. This has ensured that throughout the organisation there is an understanding that actual customer needs are paramount to the success of the company. Joel Hagan, Onzo
The key to a successful cleantech brand? The first thing would be the message – having a crystal clear, easily digestible and memorable message of what your organisation stands for. Plus what your customer stands to get from your technology. Another thing would be a clear vision or mission that resonates with your customers and end-users. I think a final thing would be the use of engaging imagery that is appropriate to the sector and technology and that customers can identify with. Graeme Purdy, Ilika
CLEAN TECHNOLOGY: TOMORROW’S BRANDS
11