This article was originally published in the Brand Finance Middle East 150 2026 and Brand Finance Saudi Arabia 100 2026 .
Interview with Moayad Abdulaziz Alshehri, Brand Director, Saudi Energy
Brand Director,
Saudi Energy
What would you consider as the defining moments or milestones in building and strengthening the Saudi Energy brand?
The most defining moment in building the Saudi Energy brand has been the transition from a legacy utility identity into a broader, future-facing energy narrative. Moving from Saudi Electricity Company to SE Saudi Energy marked a strategic shift in how the organization defines its role, from delivering electricity to enabling life, progress, and national ambition. This was not a cosmetic rebrand, but a repositioning grounded in long-term direction and relevance.
A key milestone within this transformation was the articulation of a clear and unified brand strategy. For an organization of this scale, brand strength must be anchored in purpose and aligned with business direction. Establishing this foundation allowed us to move from a fragmented perception to a cohesive and forward-looking identity, one that reflects both our operational strength and our future ambition.
Another important moment was translating this strategy into a distinctive identity system. Drawing inspiration from Saudi nature, energy flow, and continuity, the identity expresses movement, connection, and progression. This marked a shift from a static corporate image to a more dynamic and human-centered brand.
Equally significant was the launch itself, not simply as an event, but as a point of alignment across leadership, employees, and stakeholders. This alignment transformed the brand from a concept into a shared understanding. Since then, the focus has shifted toward embedding the brand across the organization and its ecosystem, ensuring consistency, governance, and a clear link between brand and business outcomes. Together, these milestones have enabled the brand to evolve from legacy perception to future relevance.
Collaboration and partnerships have become crucial elements in today's interconnected world. How has Saudi Energy fostered strategic alliances, and what role have these partnerships played in driving brand value growth?
For SE Saudi Energy, partnerships are not complementary but foundational to how we create both business and brand value in an increasingly interconnected energy ecosystem. We have taken a deliberate approach to fostering strategic alliances across branding, research, communications, and transformation, working with global and regional partners to benchmark against leading standards while accelerating our own evolution. These collaborations have strengthened the brand’s credibility by associating it with expertise, rigor, and forward thinking.
At the same time, partnerships play a critical role in enabling scale and capability. As the company evolves into a more integrated energy platform, collaboration becomes essential in areas such as digital transformation, innovation, and customer experience. This allows SE Saudi Energy to extend its impact beyond its core operations and position itself within a broader ecosystem of progress.
From a brand perspective, these alliances contribute directly to value creation by enhancing trust, expanding relevance, and increasing visibility. They connect the brand to wider industry conversations and reinforce its role in shaping the future of energy.
Ultimately, partnerships have helped position SE Saudi Energy not simply as an operator, but as an enabler within a larger system, a shift that is central to long-term brand value growth.
Employee engagement can significantly impact brand perception. How does Saudi Energy involve employees in contributing to and aligning with the brand's values and goals?
Employee engagement has been a central pillar in building the Saudi Energy brand, particularly during a period of transformation. We recognize that a brand of this scale is ultimately experienced through its people, and that internal alignment is essential to external credibility.
The rebrand created an opportunity to involve employees not only as recipients of a new identity, but as active participants in a broader shift in purpose and direction. This has included ensuring clarity around why the company is evolving, what the new brand stands for, and how individual roles contribute to delivering on that promise. By making the brand relevant to their day-to-day responsibilities, employees are better positioned to embody it in practice.
We have also focused on embedding the brand through structured internal engagement, including leadership alignment, rollout initiatives, and clear guidance on brand application. This ensures consistency while empowering teams to express the brand in a way that reflects their function and impact.
Ultimately, when employees feel connected to the company’s purpose and confident in its direction, they become stronger ambassadors. This has a direct impact on brand perception, as stakeholders experience the brand through every interaction. In this sense, employee engagement is not a supporting activity, but a core driver of brand strength and long-term value.
