The company has taken a step back from the process of rebranding, delegates at Utility Week’s Water Customer Conference heard yesterday (18 January).
Managing director Lucy Darch explained that the decision had been taken in order to ensure that existing business customers across Northumbrian Water and Essex and Suffolk Water could deal with a recognisable brand.
However, Darch added that the company hasn’t ruled out a rebrand after the market has opening. “It’s something that doesn’t necessarily need to be done for 1 April,” she said, “but it will certainly still be a consideration as we go through year one and two.”
She added that: “After energy deregulation, some of the companies that didn’t rebrand in the first couple of years – such as Scottish and Southern Electricity – were held back, because customers felt that they weren’t national players.”
Darch concluded: “It really depends on what your vision is. Some businesses might want to remain a strong regional player, and other companies may wish to be a strong national player. I think the brands will move as that happens.”
Northumbrian Water Business first announced its plans to rebrand as ‘Wave’ for the opening of the non-domestic water market in March 2016.