Activated Growth Supports Comprehensive Rebranding Initiative for Battery Council International
A century is a long time for a brand to stay relevant and maintain its market leadership. But venerable Battery Council International (BCI) is accomplishing the feat through a major rebranding initiative with Activated Growth.
The Goal: Positioning BCI for Its Second Century
Our full-service strategic marketing agency developed all elements of BCI’s branding effort, which coincides with the association’s 100th anniversary in 2024. The underlying mission of the rebranding was twofold: Solidify BCI as the definitive authority and resource on sustainable energy storage solutions, and remain the leading advocate for BCI members. BCI is the premier trade association for battery manufacturers in North America.
The Rebranding Deliverables
Activated Growth already had a strong collaborative partnership with BCI. The agency has worked with BCI for several years on strategic marketing communications, planning and execution. Previously, Activated Growth had involvement in the brand build-out and on-going execution of “Essential Energy Everyday,” a BCI marketing initiative that included creating and maintaining a comprehensive, content-rich website and extensive industry materials.
It was a natural fit for BCI to leverage Activated Growth’s expertise in rebranding. Working closely with BCI executives, and with member input, Activated Growth delivered:
- Updated brand attributes
- A strategic rebranding strategy, which folded Essential Energy Everyday into BCI
- New logo
- Internal and external rebranding announcements
- A BCI “mega” website (watch highlights video) with more intuitive, visual navigation for:
- Nearly 100 main content pages on battery benefits, solutions, research and policy
- Over 475 news posts, events, and downloadable assets
- A deep, searchable resource library of infographics, reports, videos, fact sheets, publications, case studies and social graphics
Michele Leach, Activated Growth’s founder and president, led the project’s strategic team. She said the merging of the two content-rich websites was very complex and one of the agency’s largest, most comprehensive websites to date.
“Working with BCI to position them for a second century of leadership has been an honor, especially during this unprecedented, critical era of batteries,” Leach said. “Our collaboration will help keep BCI the definitive source for trusted information on energy storage, as well as industry thought leadership and advocacy.”
Preparing BCI for “The Golden Age of Batteries”
Lisa Dry, BCI’s vice president of strategic communications, agreed with Leach, adding that our world is in “The Golden Age of Batteries.” She said BCI’s rebranding successfully reinforces the organization’s commitment to drive innovation, promote sustainable practices, inform policymakers, and continued advocacy for BCI members.
“BCI’s rebranding is a success. It aligns and reinforces our mission to remain the trusted authority on the complex aspects of energy storage.”
If your brand identity or website needs a refresh, Activated Growth has the expertise to help. Contact us.
Also see case studies of other award-winning rebranding projects we’ve done.