Challenge
For over a century, Statkraft has been making renewable energy possible. As Europe’s largest producer of renewables and an international leader in hydropower, the business is leading the way towards a carbon-free future.
However, in a rapidly evolving energy landscape, Statkraft’s pioneering position was failing to shine through. As the “best kept secret” in renewables, Statkraft was struggling to differentiate itself from peers. The existing vision – ‘Providing pure energy’ – did not reflect the passion, drive, and expertise of its people. Equally, Statkraft’s brand and communications were failing to differentiate or cut through.
With an ever-expanding footprint and great ambitions towards 2030, it was time to set a clear forward direction. Clarifying why Statkraft exists, its critical role in the world, and the united culture it needs to get there.
Idea
To craft a solution that would speak to Statkraft’s different markets and business areas, we needed to engage stakeholders across the organization. To do it, Brandpie worked closely to align the Executive Team, while also running in-person sessions with talent across the business — engaging over 180 people in 12 countries.
Together, we defined a new company vision: ‘Renew the way the world is powered’. A statement inspired the source: power that renews itself, and in turn, renews the world. As a shared direction for the entire organization, it reflects Statkraft’s unique expertise and capabilities — but also the long-term value and positive impact their solutions create.
From there, we crafted a new set of values: ‘We act responsibly, ‘We grow together’ and ‘We make an impact’ — each built on existing cultural strengths. These were supported by a set of behaviours needed to deliver on Statkraft’s growth strategy, and actively build the united, empowered culture the organization desires.
Results
employees engaged in process
countries engaged
engagement in values, 1yr post-launch
increase in post-launch operating result
Through this process, we’ve seen how important it is to build a strong connection between our brand and our ambitions as a business.Christine Sørvaag Sperre
Vice President, Brand, Marketing and Content
Defining a new vision
The new ‘business story’ (vision, strategy, and values) was introduced to Statkraft’s global leadership at a launch event in November 2022, and to the entire organization later that same week. Brandpie played a key role in defining and creating the launch and event materials alongside the executive team — ensuring the vision, strategy and values would engage the workforce and inspire action.
The response was overwhelmingly positive, with employees across the business sharing the vision across their personal channels as a source of pride and motivation.
Operationalizing our idea
From there, we have worked with Statkraft to operationalize this thinking. In 2023, we collaborated with Statkraft’s governance team to produce ‘The Statkraft Way’ book — introducing the history, future strategy, ways of working, and organizational structure for the business, all told through the lens of the new vision and values.
The work carried out so far has resulted in the business' highest ever operating result, an increase of 49%, following launch in 2022. Building on this momentum, our collaboration continues into 2023 and beyond — defining how this new and ambitious business strategy will be showcased and articulated through Statkraft’s brand and communications.
