In a competitive renewable energy landscape, the client - a manufacturer of solar training and lab equipment for institutions, needed to evolve from a product-focused OEM to a brand recognized for its innovation, quality, and educational impact.

The goal was to reposition the business as a customised renewable energy lab provider, capable of addressing diverse training and research needs across global markets.

Challenges

• Low brand differentiation: Despite technical expertise, the brand was perceived as a standard OEM, limiting recognition and recall in a growing renewable energy ecosystem.

• Product-first communication: Marketing focused heavily on specifications rather than outcomes, failing to highlight customization or educational value.

• Fragmented digital presence: The website and content lacked consistency, affecting discoverability and engagement among institutional buyers.

• Limited marketing infrastructure: With no dedicated marketing function, the brand relied solely on sales-driven outreach, restricting visibility and lead flow.

• Global reach gap: Despite product capability, the business struggled to attract attention from international distributors and academic institutions.

Our Approach

Working closely with the founder, we helped build the marketing function from the ground up—laying a strong foundation for scalable growth.
Our engagement focused on three key fronts:

• Brand Positioning: Defined a distinct market identity rooted in innovation, customization, and sustainability.

• Digital Presence: Directed a complete website revamp and content-led digital strategy, complemented by consistent social media storytelling.

• Sales Enablement: Developed high-impact sales collateral, product branding, and campaigns that showcased real-world applications of their technology.

  
  

Impact

The repositioning and digital overhaul transformed the OEM’s visibility and market credibility.

• Inbound inquiries began flowing from international markets including the Middle East, South America, and Africa.

• Marketing evolved from a support function to a growth driver, contributing up to 20% of total leads.

What began as a repositioning exercise became a blueprint for sustainable brand growth, anchored in clarity, credibility, and global visibility.
Contact us to explore how we help emerging brands find their global footing.