Trade association British Wind Energy Association, or BWEA, is poised to rebrand with a name change to Renewable UK, along with a possible change in logo design and other visual aspects. However, what does this mean for the association, its audience, and its competitors?

The change in brand reflects a change in member sector, which since 2004 has included more and more marine energy companies. Further, the name allows the association the option of expanding even further into other forms of green and renewable energy. While the company is no longer focusing exclusively on one type of renewable energy, its ecological focus is unlikely to change. Flexible brands are more likely to stand the test of time, so this rebranding seems like a reasonable move.

With a third of its 540 member base coming from wave and tidal energy markets—that is, not wind energy—a change in name, brand, and logo design is certainly timely for the BWEA. The company wrote to its members and proposed the change, which has already been voted upon. While the results have not yet been tabulated, the change to renewable UK has already been approved by the association’s board and is expected to have member support as well.

However, the new name may be infringing on another UK trademark, that of the well known Renewable Energy Association, or REA. With the REA being perhaps the best known renewable energy trade organisation, this sets the two associations up for brand confusion. The Renewable Energy Association is likely not amused by this brand intruder, as the two associations are already competing for members and support.

Whether the REA will respond with legal action is unknown, but it is easy to see how this will affect the organisation. The two names are similar enough that members of the public and sector companies may perceive them as being a single, interchangeable association. This is not good for either organisation.

The moral of this story is that branding and rebranding should always be done with an eye on what is already out there. Your brand must be distinct, in name, logo design, and message, from all of your competition. Anything else will only undermine your viability and create confusion in the public. Most consumers are hesitant to do business with a company that sends confused, ambiguous message, and being too similar to a competitor certainly creates this effect.

How can you avoid stepping on a competitor’s toes and confusing your customers? First, by having an industry professional complete your logo design and branding. A professional logo designer will know what elements are heavily used in your industry and be able to create a logo design that is completely unique and yet appropriate for your sector. Another way to avoid inadvertently copying your competition or being copied at some point in the future is to apply for legal protections such as trademarks. Once you have acquired legal protection for your name, logo design, and brand, you can be assured that it is completely yours.