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Client
Sector
Alder’s work
Challenge
When Heritage Oil approached Alder Consulting, it was seeking to determine the course for its future.
The company had operated in the energy industry for several years and, in the time since its incorporation, political, economic, and social shifts had changed the way energy companies operate. Growing environmental considerations had also created new expectations and possibilities for organisations in the sector.
The challenge was how to chart a way forward for an established company that has achieved significant milestones and created brand definition, while remaining open to what lay ahead.
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Strategy
We began with a comprehensive brand audit to understand the perception of the brand, its distinctiveness, and its potential.
The audit examined whether a dissonance gap existed between internal and external perceptions of the organisation, seeking to identify any areas requiring greater alignment. It also analysed the company’s position in the market at the time, placing this within the context of the wider energy landscape.
The brand audit process was tailored to the energy sector and brought together carefully selected internal and external stakeholders.
These perspectives provided a comprehensive picture of the organisation and established a foundation for considering its future at a pivotal point in its journey.
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Impact
An analytical review of the findings identified the key themes, perceptions and areas of potential that would shape the company’s strategic direction.
The findings provided a deeper understanding of how indigenous and international energy companies are positioned and perceived within a changing industry. They also revealed more about Heritage Oil’s brand equity and its strengths.
The brand audit informed the company’s directional strategy as it considered what growth means. Key internal and external touchpoints were identified, alongside the assets and capabilities that could be carried forward.
The brand audit marked the beginning of a wider programme of strategic, analytical and design work undertaken for Heritage Oil.
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