In this episode: Robin Winstanley from OnPath Energy dives into the intricate process of branding, consultation, and change management. He discusses the challenges and opportunities that come with naming and rebranding with Jesse Swash, highlighting the importance of audience-driven decisions, internal engagement, and embracing bold choices—even when they’re unpopular. If you're facing a carve-out or a rebrand, this episode offers valuable lessons on making the process smoother and more effective.

About: OnPath Energy is a leading UK land-based renewable energy developer with a growing portfolio of onshore wind, solar and energy storage projects across the country. Formerly known as Banks Renewables, it provides green energy solutions for thousands of UK households, businesses and communities.

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Episode Highlights:

1. Be Disciplined About Audience-Led Decisions

• Make branding choices based on what resonates with your key audiences.
• For example, choosing yellow for the colour palette and simple fonts, even though green was the internal favourite, because it was more effective for external engagement.
• Impact: Ensures the brand is relevant and impactful in the real world, not just within the organisation.

2. Sell the Brand Internally with Evidence & Advocacy

• A strong brand doesn’t succeed on its own—you need to actively champion it within the organisation. Provide evidence (community feedback, digital usability) to gain buy-in.
• Impact: This creates a sense of ownership and enthusiasm, and encourages smoother adoption.

3. Branding as a Tool for Consultation & Engagement

• The rebrand wasn’t just cosmetic—it enhanced the consultation process with local communities.
• The name ‘OnPath’ was chosen with community input, making it feel more authentic and accessible.
• Impact: A well-positioned brand builds trust, reduces opposition to projects, and fosters stronger engagement.

4. A Rebrand is a Rare Opportunity— Embrace It Fully

• Many companies treat rebrands as a tick-box exercise, but this is a unique chance to redefine identity. OnPath didn’t just roll out a new visual identity—they embedded the brand in hiring, onboarding, and office design.
• Impact: A well-executed rebrand becomes a long-term strategic asset, not just a marketing refresh.

5. Change Management & Internal Consultation Matter

• Rebrands require change management—it’s not just about logos and colours.
• Robin approached it like a consultation project, ensuring the team felt involved rather than having changes imposed upon them.
• Impact: When teams feel part of the journey, they adopt and advocate for the brand more naturally.

 

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