Trade and Investment Minister Lord Davies of Abersoch unveiled a new identity for the UK energy sector today that will allow companies to promote themselves to overseas partners under a common banner.
Lord Davies said: “In these challenging conditions, breaking into new markets can seem an uphill struggle. But firms don’t have to go it alone. With this common identity, the UK will speak with one voice abroad about our energy sector’s strengths.
“Small companies that don’t have the instant name recognition of giants like BP and AMEC will especially benefit. The identity shows that these firms too are part of the UK’s energy success story.”
The new identity, unveiled in London at a seminar attended by dozens of industry leaders, is part of the UK Energy Excellence international marketing strategy which stems from UK Trade & Investment’s (UKTI) five-year strategy “Prosperity in a Changing World”.
The strategy, the identity and the practical tools that go with them, such as the UK Energy Excellence website, have been jointly created by business and government, with business taking the lead in their application.
UK companies seeking trade partners abroad or overseas investors can use the identity alongside their own brands to identify themselves as a UK energy company with strengths that are common across the sector — innovation, reliability, adaptability, sustainability and knowledge.
The identity is designed to cover the wide range of companies in the energy sector, including oil and gas, power generation, carbon capture and storage, renewable energy, clean coal, hydropower, nuclear and network technology.
Samir Brikho, Chairman of the UK’s Energy Excellence Board and Chief Executive of AMEC, said: “This is about conveying the special strengths that the UK has, both as individual companies and collectively. In these difficult times, we must exploit these strengths to the full.
“This new identity gets these qualities across. The UK Government, with UK Trade and Investment taking the lead, can promote us as an industry, but it’s the thousands of UK energy firms that must spread the word and turn this identity into a hallmark of quality.”
UK Trade & Investment will use the identity at almost 100 energy-related events in both the UK and overseas during the year, such as the All Energy show in May, the World Gas conference in October and next year’s World Future Energy Summit.
John ‘Tiny’ Langler, chairman of Aberdeen’s Walker Technical Resources, an oil and gas firm that is about to launch into the US market, said that he was planning to use the identity on the firm’s correspondence, email and website.
“We’ve got an identity that quite clearly distinguishes the UK in a global market. Small and medium-sized enterprises have to stand out in overseas markets and this will help.”
Jim McDonald, Principal and Vice-Chancellor of the University of Strathclyde, said: “The University of Strathclyde is one of several UK universities that are world leaders in a range of energy research and technology subjects. We, alongside others, expect to use the new identity to enhance our international reputation.”
The Energy Excellence marketing strategy identifies key markets for UK companies, including Canada, China, India, Russia, Saudi Arabia, the United Arab Emirates and the US. It highlights the importance of the low carbon sector which is set to double in size in the coming years.
Lord Davies commented: “For our partners abroad, there is no aspect of energy where UK excellence cannot make a positive difference.”
