How Wildtribe worked alongside Genius Energy Lab to strengthen its brand, build market authority and turn technical expertise into marketing momentum.

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Genius Energy Lab is a specialist in the design of large-scale ground source heat pump systems. Its reputation had been built through technical expertise, proven results and strong relationships across the industry.

The business was growing. New design engineers were joining the team, investment was being made in systems and processes, and there was an ambition to scale further.

Its marketing needed to evolve with it.

Genius Energy Lab wanted to become more visible as a leading authority in ground source heat pumps and heat networks, strengthen the credibility of its brand and create a more consistent approach to communications. Marketing also needed to work harder commercially: supporting business development, generating opportunities and helping educate a market in which understanding of ground source heat pump technology remained uneven.

Building the strategy around the business

Our starting point was to work closely with Genius Energy Lab's leadership and sales teams, building our understanding of the business, its customers, competitors, technology and wider market before determining what its marketing needed to do.

That discovery informed a SOSTAC marketing strategy, giving GEL a structured approach spanning its current position, objectives, strategy, tactics, actions and measures of success.

Crucially, this wasn't a strategy designed to sit separately from the commercial direction of the business. It created the foundation for marketing activity that could strengthen GEL's position in the market while supporting the sales team and the company's wider growth ambitions.

Creating a brand that reflected the business behind it

As GEL grew, a gap had emerged between the calibre of the organisation and how it presented itself externally.

We evolved its established identity into a more modern, credible and flexible brand, supported by clearer messaging and more consistent communications across social, email and the website.

The response from GEL's leadership summed up the shift simply:

“We look like a REAL company.”

The new identity gave GEL a stronger platform from which to build recognition and reinforce its position as ground source heat pump design experts and industry leaders in the decarbonised heating space.

Turning expertise into market authority

One of the most significant pieces of activity was the Commercial GSHP Onsite Guide: a 40+ page industry resource supported by a webinar and wider campaign.

The campaign used GEL's technical expertise to address gaps in market understanding, helping decision-makers better understand commercial ground source heat pump systems while demonstrating the depth of knowledge within the business.

It generated 298 webinar attendees and more than 140 guide downloads from industry decision-makers.

Building momentum that lasts

The impact extends beyond a single campaign.

Consistent marketing has helped GEL build an opt-in email audience of 300 contacts, grow its LinkedIn community to more than 5,000 followers, and achieve first-page Google visibility for key search terms.

Together, the strategy, brand and ongoing communications have created stronger foundations for growth, giving GEL a clearer market presence and a more established platform from which to communicate its expertise.

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