From promise to practice: How Origin is redefining energy with 'useful'

In an industry often criticised for complexity and poor communication, Origin’s new brand platform is deceptively simple: useful. But behind that single word lies a strategic pivot – not just in marketing, but in how Australia’s largest integrated energy company serves its customers every day.

Developed in partnership with creative agency Special, the new brand platform 'All Kinds of Useful' launched last week with a series of crisp, minimalist ads - a light switch, outdoors shots, plain colours – signalling a customer promise that Origin says will guide everything from product design to frontline service.

But this isn’t a one-and-done campaign. Origin’s chief marketing officer Catherine Anderson says it is a shift in mindset for how Origin operates. “People call it a brand repositioning, but I think of it more as a brand promise,” Anderson told Marketing-Interactive. “It’s different to how we’ve spoken to our customers before. But it’s grounded in what Australians are asking for: simplicity, guidance and a provider that actually helps.”

More than words

Anderson described how “useful” is already shaping internal culture, not just external communications. From a dedicated Slack channel where staff submit ideas on how to be more helpful, to frontline teams directly influencing the rollout of new customer rewards, the idea is being lived and not just launched.

“Even things like tech prioritisation – we’re asking which feature is more useful to get out now?,” Anderson says. “We use it as a bit of a litmus test internally. And the best ideas often come from our energy or internal specialists who talk to customers every day.”

It’s also shifting Origin’s perspective on product development. A case in point? Door snakes. “I never thought I’d be designing them in my marketing career,” Anderson joked. “But 40% of household energy can be lost through drafts. A $6 door snake – or free, for some customers – is a great way to actually be useful.”

The launch comes at a time of intense competition in the energy sector and Anderson says this is an opportunity to show up differently for customers and Australia.

“We’ve listened to Australians about their perceptions of energy and utility providers, and we’re on a journey to change them and to show up differently for our customers and Australia," she says. “Customers can leave if they’re not happy. So we want to fight for their loyalty by delivering the best experience, product, or reward.”

But unlike traditional brand campaigns, this one isn’t designed around market share. It’s more focused on customer experience – tracked through Origin’s Customer Happiness Index across households, SMEs and large commercial clients. “We’ve got a big customer base of over two million homes and we're very close to them," she says. "The success of this campaign is about their experience with Origin. That’s what we’re measuring.”

Leading the transition, one step at a time

Origin’s broader ambition is to lead the country’s energy transition – a role that comes with complexity, urgency, and opportunity. The company is investing in renewables, batteries and digital infrastructure, but Anderson says the brand’s role is to keep things human.

“Many Australians feel positive about the energy transition, but they don’t know the next step. What happens when I buy an EV? What does it mean for my bill? Should I get solar? These are everyday questions,” she says.

We’re not promising to be perfect, but we’ve made the commitment and that means holding ourselves to it.

Catherine Anderson

“Being useful means meeting customers wherever they’re at – whether they’re ready to install a battery, or they just need help understanding their bill.”

A seat at the decision-making table

The launch of a brand promise like “Useful” raises a bigger question – what role should marketing play in shaping business strategy? As industry groups like ADMA push to reframe marketing as a growth driver, not just a cost centre, Anderson says she doesn’t need convincing.

See More: ADMA's push to 'reestablish marketing' at the heart of business

“I absolutely see myself at the growth table,” she says. “Whether it’s acquiring new customers, increasing product uptake, or driving retention – that’s marketing’s job. At Origin, I feel completely part of those conversations.”

For Anderson and her team, that seat at the table also comes with accountability. “We can’t just launch a brand promise and walk away. This is a long-term commitment, and our energy needs to be at 100% every day.”

“Useful” might be a small word, but for Origin, it’s an ambitious undertaking. It demands customer-centric thinking, frontline collaboration and operational alignment across teams – all in service of making life simpler and more sustainable for Australians navigating a changing energy landscape.

“We’re not promising to be perfect,” Anderson says. “But we’ve made the commitment and that means holding ourselves to it.”