We conducted a workshop with the SLT to understand their business history, future objectives and desires towards the new name and brand identity. We researched how the competition was operating in the market. We surveyed their staff to get engagement and involvement into the project. Lastly, and most importantly, we interviewed their clients to understand their needs of the industry, their thoughts and perceptions towards the current brand and services.
This extensive research phase efficiently informed our brand strategy. Our thinking was driven by the idea that complex problems need simple delivery. Because that’s what Tesla Consultants were doing, thanks to an unmatched level of expertise and experience in their field, in a genuinely friendly way.
As we focused on a simple way to convey this uniqueness, we asked the team to decide between starting fresh, exploring wider creative routes for them new name, or continuing, building on their strong link to the Tesla name and the inventor himself.
They chose the continuity route and, inspired by the famous inventor, we landed on “Niko”, standing for Nikola, Teslas’ first name. This was a modern and smart way to keep the reference to beloved Tesla, with no direct use of its patronym, it was bringing the sense of familiarity and approachability their clients praised.
Quickly, it became the most popular option across the SLT and staff, and Tesla Consultants became Niko.
Industry Context
The electric power design industry is a high-expertise driven market. With only a couple of players managing stations and substations, only the consultants who have the extensive knowledge and experience are considered for jobs.
Niko was definitely highly regarded within the industry, with some of their clients calling them “best of breed”. Tesla consultants also praise themselves for having the highest number of senior engineers able to think through durable and innovative designs across all aspects of the electric power industry.
The Challenge
Obvious confusion with EV global company Tesla Inc. was a major issue for the company who was seeing its equity shrink as “the other Tesla” was booming.
However, the strong attachment the full company, staff and board alike, had for their name was a real challenge to overcome. They needed a name that was able to tell their story just as well.
Moreover, as the industry is moving and evolving, they needed a name that would be future proof, and convey their very unique way of working – with expertise and approachability – even better than Tesla Consultants would have.
Strategy
We’re an evidence-led agency.
Thanks to our thorough research process which involved in-depth assessment of their current brands and competitors, as well as qualitative interviews and surveys with stakeholders and staff, we managed to understand the big picture of the Tesla Consultants brand ecosystem.
We highlighted that the company was driven by a team of highly qualified and experienced engineers, ready to bring their clients innovative and high quality design for their high voltage jobs. Thanks to their extensive knowledge of the electric power industry, we understood they could address particularly complex jobs in an efficient manner. We also understood that the teams keep clients informed and aligned, working in partnership with project managers, in a very appreciated responsive and transparent manner.
