Bord Gáis Energy

Brand Strategy: Positioning a trusted energy supplier for the net-zero future

The opportunity

Bord Gáis Energy is one of Ireland’s best-known energy brands. Facing a fast-changing regulatory environment, rising customer expectations and an urgent national transition to net-zero, the organisation saw a strategic opening to shift its role: from commodity energy supplier to a trusted enabler of decarbonisation and future energy solutions.

But to lead in this new era, the brand itself needed to evolve - clearly, credibly and with internal alignment.

What we did

Genesis worked with Bord Gáis Energy on a comprehensive brand strategy programme grounded in evidence and organisational alignment:

• Insight and diagnosis: deep discovery with customers, internal stakeholders, market data and external influencers to understand perceptions, trust drivers and future expectations.

• Strategic framing: identification of a distinct positioning that bridges current capabilities and future ambitions - one that is meaningful to customers and defensible in the market.

• Brand strategy articulation: a clear purpose, positioning territory, value narrative and strategic proof points to close the credibility gap.

• Activation roadmap: a practical implementation plan with near-term priorities and measurable markers of progress tied to business outcomes.

The outcome

The new brand strategy gives Bord Gáis Energy a clear strategic compass for its evolution:

• A distinctive role as a energy transition ally, not just an energy supplier.

• A unifying framework for product innovation, marketing, stakeholder engagement and organisational culture.

• A clear roadmap of early wins and strategic actions to build credibility and accelerate momentum.

By linking brand, business strategy and execution planning, the programme helped Bord Gáis Energy confidently step into its next chapter - aligned internally and positioned to lead in Ireland’s energy future.

Testimonial:

“Working with Genesis was genuinely transformative for our brand thinking. They pushed us to be braver and more purposeful, helping us define My Energy Ally as a role grounded in support, advocacy and shared progress. The result is a positioning that feels authentic to Bord Gáis Energy and powerful in how it connects customer needs, sustainability and long‑term value. It has been a brilliant jumping off point and really helped informed our new brand platform Know Your Power. They are a wonderful team to work with- erudite, dogged, professional and human”.

Meadhbh Quinn, Director of Marketing, Bord Gáis Energy