Becoming Valiant
Challenge.
A legacy brand needed a bold pivot. Fast.
BantamWesson was a brand stuck in the past. For 60 years, it had been known for heating oil and propane—nothing more. But times had changed and so had the business. It was no longer just a fuel company; it was a total energy solutions provider, expanding into renewable energy and EV charging for progressive Connecticut-based homeowners and businesses alike. Survey data indicated that customers still saw it as a stodgy, traditional fuel-based company, and BantamWesson market share was slowly eroding. Adding to the complexity, the company had recently welcomed a new CEO with an aspirational growth strategy, and the staff of 165 employees—many of whom had been with the company for decades—were understandably skeptical about the possibility of change. The facilities themselves, untouched and unorganized for years, mirrored the inertia. Everything about the business was outdated.
The leadership team knew they needed a full-scale transformation, but with a skeptical board, a team lacking the right skills, and a tight budget, execution felt like an uphill battle. They needed a brand that matched their ambition—one that customers actually understood and believed. RIVET was entrusted to not only implement these brand changes but also build momentum and enthusiasm while fostering unity and effective change management across the entire organization.
Solution.
Burn it down. Build it better.
This wasn’t a facelift. It was a full teardown and rebuild. First, the name had to go. Despite the legacy, BantamWesson meant nothing in the modern energy space. This process was extensive; we not only wanted a name, but symbolism was vital. We decided to conduct research and survey customers and employees to understand the vital brand qualities that existed for decades but also determine which best represented the future vision of the company. This effort included revamping the core ideology, including the company’s vision and values. Valiant Energy was chosen as the name as it encapsulates the essence of bravery, valor, and excellence—promises a brand that boldly faces challenges and consistently delivers heroic solutions.
Further, the new CEO selected the “Chi Lin,” a legendary creature in Chinese mythology, to be the pivotal symbol when developing the new brand identity. By tapping into such potent symbolism, Valiant Energy aims to set itself apart in the competitive energy and home services market, leveraging the storied imagery to reflect its evolution from a traditional fuel provider to a pioneer in the renewable energy sector. This strategic branding move also helps in bridging the gap between the company’s rich history and its dynamic future, appealing to both traditional customers and new markets looking for innovative and ethically grounded energy solutions. Our new brand elements included logo, color palette, typography and more. The website was completely overhauled—modern, mobile-friendly, and designed for conversion. No more clunky navigation, no more buried information. Customers could now book services, explore energy options, and get exactly what they needed in just a few clicks.
Internally, we navigated through the chaos:
- System overhaul: Reduced nine different customer management, scheduling, and billing systems down to three for efficiency.
- Fleet branding: Rebranded 120+ service trucks, transforming them into high-impact mobile billboards.
- Messaging revamp: Rewrote all messaging to be sharp, focused, and conversion-driven.
- Targeted marketing: Shifted from broad, ineffective strategies to a concentrated 40-mile market saturation approach.
- Brand unification: Ensured every touchpoint—from signage to email templates—reinforced a strong, unmistakable brand presence.
Every touchpoint—from signage to email templates—was unified under a single, unmistakable brand presence.
To further cement the transition, we wanted the entire Valiant Energy team to feel and“buy in” to the transformation and potential. RIVET embraced a local Pennsylvania Dutch tradition known as “Redd Up Day” to realize this goal. This approach involved closing operations across all locations for a full day, during which all employees, including senior management removed any remnants of the old brand, clean, and organize all facilities. This effort was not just about physical cleanup; it was a strategic move to symbolically and literally clear out the old and welcome the new. Held at the end of the year, this Redd Up Day served as a powerful gesture to leave the past behind and step into the new year—and the new brand—with renewed energy and commitment.
Results.
Valiant results.
The impact was immediate. Website engagement doubled in 12 months, turning passive visitors into active leads. The rebranded fleet became impossible to ignore, strengthening visibility and brand recognition across the region. Streamlining operations meant faster response times, fewer customer complaints, and a seamless experience from first click to final install. Sales increased due to business process enhancements, new sales scripts, tracking systems and accountability modeling which crossed all departments, leveraging the total customer experience. The morale was significantly improved. The right staff were allocated to the proper roles to best utilizing their strengths. Valiant Energy didn’t just change its look—it changed its operational blueprint. Customer growth surged, its net promoter score increased by 20%, and the company finally had a brand that matched its ambition. The skeptics? Silenced. The competitors? Outpaced.
Valiant Energy’s rebrand wasn’t just a change—it was a revolution. We proved that even the oldest, most set-in-its-ways company could not only evolve but also lead in an industry clamoring for innovation. Our overhaul shows that yes, even “old dogs can learn new tricks.” And win.
20%
increase in net promoter score after rebranding
