Werner Electric unveils new look, new focus

Judith Munson

Contributor

November 17, 2025

APPLETON – Appleton-based Werner – formerly Werner Electric Supply – has been serving the electrical industry since 1948.

Nearly eight decades later, Marketing Director Maggie Turek said the company – now with a new name and expanded offerings – is evolving to meet clients’ changing needs.

Customer-led change

Founded in 1948, Turek said the company started serving several business sectors as an electrical supply and distribution business and works with brands such as Eaton, Hubbell, 3M and Leviton.

She said Werner also provides a wide variety of training opportunities for electrical industry professionals throughout the year.

As client needs evolved, so, too, Turek said, did Werner’s portfolio – leading to the rebrand, which was driven by customer feedback.

“Starting last year, we started to do customer interviews,” she said. “We talked to them about their priorities. We talked to them about pain points and how they view Werner.”

One clear takeaway from these discussions, Brandon Day – vice president of sales and marketing – said, was that clients wanted Werner to act as a partner.

“Our customers have been clear about their priorities, and their voices continue to guide every decision we make,” he said. “This updated name, visual brand and enhanced communication showcase our ability to solve problems, anticipate needs and deliver results that matter most to our customers.”

Turek said client insights aligned perfectly with Werner’s mission to place the customer at the center of what they do – adding that the rebranding process has resulted in a new value proposition for the company.

“At every step, we identify problems and bring customized solutions using time, tools and talents to help our customers succeed,” she said.

In many respects, Turek said customers were “asking us to be more than just an electrical supplier.”

Worthwhile process

Turek said the company’s decision to rebrand is the result of roughly 18 months of work – which was anchored by the customer interviews.

“We wanted to understand how they view us and their buying journey,” she said. “We learned we needed to be a little less narrowly focused on how we present ourselves.”

The new, primary logo, Turek said, continues the previous yellow and blue color scheme, but the company has also introduced other color palettes that are tailored to specific industries.

“That gives us a little bit more flexibility from a marketing perspective,” she said.

Though the rebrand is still in its early days, Turek said customer feedback has already been quite positive.

“We’ll continue to tell our story that we are more than just an electrical distributor,” she said. “At the heart of the rebrand is our simple truth: that Werner succeeds when our customers do. We’re proud of Werner’s legacy, and we’re really energized for the future and committed to being seen as the trusted partners our customers count on.”

Broad spectrum of services, clients

Werner’s client base, Turek said, includes construction contractors, electricians and industrial manufacturing companies.

“Within those facilities, we work with a lot of engineers – folks who are tied to several facets of manufacturing operations,” she said. “Overall, we work with a broad spectrum of people across multiple industries.”

With technological- and business-strategy advances constantly changing how companies operate, Turek said clients’ desire for Werner to serve as a partner has never been more relevant. 

“From a customer perspective, our rebranding represents how we’re serving as a partner who understands their operations end to end, so we can offer complete support,” she said. “This entails not just products and services, but consultation as well. Our team members are like solution consultants, if you will.”

Turek said services provided by Werner include project management, inventory management, after-hours support, lighting design, job site coordination and even cybersecurity analysis – which is definitely more expansive than the “electric supply” branding implied.

Specific sectors, she said, include wastewater treatment, solar, residential, renewable energy, mining and marine solutions. 

“We also have a network solutions team that offers managed IT services,” she said. “We have another arm within Werner that does software solutions. So, from a manufacturing perspective, we offer a lot more than just the electrical focus.”

Turek said the company’s expansion into assuming a more consultative role with customers involves meeting with them and “listening, asking the right questions,” and then determining how Werner can help to start the problem-solving process.

One of the company’s newer focus areas, Turek said, is providing information software.

Of note, Turek said Werner recently achieved certification from Rockwell Automation to sell its Plex Smart Manufacturing Platform – which helps businesses transition to automated systems to improve workflow, supply chain management, data analysis and other areas of operations.

Though Werner’s main territory is eastern Wisconsin, she said the company also serves other parts of the state and the Upper Peninsula of Michigan.

As the company increases the types of business services it offers, Turek said another growth area for Werner relates to its geographic focus.

“We are really focusing on our southeast industrial area, the Milwaukee area – so we look to expand there in the future,” she said.