ArrayPower

A new category in solar power sets the stage for growth

Backed by some of the world’s largest venture capitalists, Silicon Valley start-up ArrayPower introduced revolutionary inverter technology with fanfare and a promise to radically change the solar power industry.

Their novel technology had similar characteristics to existing products in the market in both physical form and the essential benefit of converting DC to AC. But any comparison stopped there. ArrayPower technology was so fundamentally different under the hood, that if the company did not brand itself properly, there was a risk of being lumped in with competitors as a me-too offering and being seen as follower.

Our analysis revealed an opportunity to redefine the category in such a way that ArrayPower could establish a leadership position in the “sequenced inverter” market. And to set the stage for opportunities to extend the core technology to markets beyond solar, we changed the name of the company from Array Converter to ArrayPower. To clarify and strengthen the brand story of “Visionary Simplicity,” Brandlogic created a messaging platform, refreshed identity and oversaw the relaunch of the brand. This included the creation of presentations, trade show booth, signage, Web site, and other branded materials.

The branding program instantly elevated the company from a novel research group to a commercialized leader in the power electronics space. The strategy put key competitors on their heels and unable to respond on key issues of technology performance, reliability and ease of use. From launch day, ArrayPower experienced a surge of interest from the solar industry, global media and investors.

Much of the success of this program is the result of our ability to work hand-in-hand with the CEO Wendy Arienzo. We were able to distill the unique skills, aspirations, purpose and culture of the organization into a brand idea that resonates with their market, investors and employees. Through a rapid development methodology and use of our full-service capability, the Brandlogic team was able to execute this program in 60 days from kickoff to launch, a requirement for any early-stage company that must make the step to commercialize.