Defining Idea
Renew the way the world is powered
One strategic north star, embedded across how Statkraft operates, communicates and engages its people.
Challenge
As Europe’s largest renewable energy producer for over 125 years, Statkraft had the scale, expertise and ambition to lead the global energy transition and power a more renewable future.
But while the business was growing rapidly and expanding into new markets, its business strategy, market story and employee proposition were no longer working from the same center. Its existing vision no longer reflected the ambition or energy of the organization. There was no clear positioning to guide how Statkraft should compete and communicate, and its employer messaging had evolved separately, telling a different story from the vision and values.
The opportunity was bigger than refreshing the brand. Statkraft needed one clear strategic idea capable of aligning its business, brand, and culture, giving the organization a shared direction for the future.
The world’s best established brand
At the CHARGE Energy Branding conference, Istanbul, 2025.
A vision for the future
We began by aligning the organization around a shared direction. To craft a solution that would resonate across Statkraft’s markets and business areas, Brandpie collaborated with the executive team and ran in-person sessions with talent across the business, engaging over 180 people in 12 countries, in a matter of weeks.
Together, we aligned the Executive around a bold new vision: “Renew the way the world is powered.”
The vision connected Statkraft’s renewable foundations with its ambition to reshape the wider energy system. The statement itself is also inspired by the source of energy Statkraft specializes in – power that renews itself, and in turn, renews the world. As a shared direction for the whole organization, it captures Statkraft’s unique expertise and capabilities, and the long-term value and impact its solutions create.
Crucially, it gave the business a destination to grow toward, rather than simply describing the company as it existed at the time.
To support the vision, we also developed a new set of values: “We act responsibly”, “We grow together”, and “We make an impact”. Built on Statkraft’s existing cultural strengths, they translated the ambition of the vision into the everyday behaviors needed to deliver the company’s long-term strategy.
Through this process, we’ve seen how important it is to build a strong connection between our brand and our ambitions as a business.
Christine Sørvaag Sperre Vice President, Brand, Marketing and Content
A position for the brand
With the vision established, the next challenge was defining how Statkraft should be known in the market — and build a brand that could lead the business forward.
Drawing on insights from employees, industry analysts, and external experts, we established Statkraft’s strategic position as the true renewable leader.
This acts as a compass, not a claim. Three drivers anchor it, each authentic and credible: Statkraft’s leadership in renewables at scale, its longstanding expertise across the energy system, and its record of lasting partnerships and delivering on its promises. Together, they gave teams a consistent basis for how to communicate Statkraft’s strengths and what leadership should mean in practice.
It was important that the positioning didn’t compete with the vision. The vision was so strong that we needed a slightly different tool to guide communications internally, and Brandpie helped us to distinguish between the two elements and give them each a clear role.
Elisabeth Gathe Global Brand Lead, Statkraft
People
A promise for people
As the brand evolved, the way Statkraft speaks to its people needed to evolve with it.
Its existing employer proposition had been developed separately and told a different story from the company’s vision and values. So Brandpie worked with Statkraft to unite them, introducing a new approach to employer branding that expresses the Statkraft brand to current and future employees.
Where “Renew the way the world is powered” expresses the impact Statkraft wants to have on the world, every employee plays a part in making it real by building a better way.
Supported by four employee pillars, this approach turns the company’s strategic ambition into a compelling employee experience, connecting purpose with recruitment, career development, and culture. It continues to shape Statkraft’s employer communications today.
A framework for action
Strategy only creates value when it’s embedded into the way an organization operates.
To bring the vision and values into everyday decision-making, we developed The Statkraft Way – a practical framework bringing together the company’s history, strategy, structure, and ways of working through one consistent strategic lens.
Rather than allowing the work to remain at the level of corporate messaging, The Statkraft Way helped operationalize the vision across the organization, providing a shared framework for how people make decisions, collaborate, communicate, and deliver on the company’s ambitions.
Together, the vision, positioning, and operational framework created one connected system for how Statkraft leads, grows, and competes.
For a vision to be effective and to drive the business forward, it has to be ambitious. You have to have room to grow into it because otherwise you’re just describing the business as it exists today.
Christine Sørvaag Sperre Vice President, Brand, Marketing and Content
Enduring through change
Since the work was created, Statkraft and the wider renewables industry have undergone significant change. The company has welcomed a new CEO, and market conditions have shifted in ways that would fracture focus and reset the story at many businesses.
At Statkraft, the vision and values have held firm. Because they were developed with the organization rather than imposed upon it, they’ve continued to provide a stable direction as leadership, strategy and market conditions evolved.
That future-back thinking – a vision set deliberately ahead of the business, not just describing it – is exactly what’s let Statkraft’s brand keep pace with a business that refuses to stand still.
What began as a vision became something much bigger: a connected system aligning business strategy, brand, culture, and communications around one enduring idea – helping Statkraft navigate change while staying true to its long-term ambition.
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