Unlocking the real value of being different

The energy transition is now the most fundamental challenge humanity is facing. It affects everything and touches almost every aspect of modern life. For the first time, the businesses that make up the sector have been thrust into the spotlight of global conversation—driving both the urgency and the solutions to reshape our future.

Now that your business is center stage, how will you show your value and separate yourself from the cast of thousands?

In a sector dominated by technicalities and engineering-centric thinking, communication often focuses on the “what”—the specifications, the capabilities—rather than the “why”. This approach has created a landscape where businesses seem almost identical; wearing the same costume, wheeling out the same tropes, the “tired” and tested visual metaphors, icons in place of ideas, bullet points instead of a voice…and so, so many pictures of wind turbines.

The importance of perceived value

For years, conventional thinking said differentiation didn’t matter: “It’s B2B, after all.” But now it does.

Now, energy businesses have an opportunity to connect with audiences in new ways and differentiate their business by building perceived value. In an era of intense scrutiny from customers, investors, and governments, differentiation is no longer a luxury—it’s essential. The companies that can step forward with a unique identity and represent something bigger than their products will be the ones to rise above the noise.

Creating emotional resonance is key—take, for example, B2C brands such as Apple or Nike, who have mastered the art of building strong relationships and brand loyalty. These businesses don’t just sell products: they sell ideas, lifestyles, and emotions. They give you a reason to choose them beyond their technical or economic value. People choose them because of their perceived value—the lasting impression of what they mean, not just what they offer.

This highlights a missed opportunity for B2B organizations. Somewhere along the way, someone believed their own acronym and thought it was a “business selling to a business”—not a business selling to a very specific and often acutely known audience. Real people, with real intricacies, fallacies, prejudices. People with aspirations, ego and attitude.

The key to building strong relationships lies in effective communication. Understanding your customers' challenges, knowing how your business can support them, empower them, and make them look good is essential. B2C companies would envy the clear, defined audiences B2B businesses have—yet, in B2B marketing, we often squander this opportunity, delivering uninspired messages that sound robotic, as if speaking to other robots.

There is an incredible creative opportunity at the heart of this—it’s still a largely untapped space. Let’s use it to create really engaging, differentiated brands that communicate directly and empathetically to the end user. Brands that build fan-like loyalty and enduring emotional preference.

But why does any of this matter?

“We’re doing fine—our customers know where to find us when they need our products.”

That’s the mindset of many B2B businesses, even as they invest heavily in R&D, innovation, and improving their offerings to keep those customers. But what they often overlook is the power of perceived value. Incorporating this into their strategy can be one of the most cost-effective ways to retain and attract customers, while also drawing in investors. Simply put, nailing this can boost share prices and deliver impressive ROI.

Putting theory into action

Brand identity plays a crucial role, serving as the outward expression of a company’s inner values. When done thoughtfully, that clarity can help communicate leadership, trust, and innovation—intangible qualities that resonate emotionally with both B2B buyers and customers.

When we worked with legacy business Schlumberger on its rebrand to SLB, we realized they were never truly an oil and gas company. They are, and for 125 years have been, an innovative technology company—this needed to be brought to the forefront to show their true value. Inhabiting this position would also help the business establish a credible role in leading the energy transition. To achieve this, we had to undertake a complex brand transformation, which required a new visual identity system, simplified portfolio, and new Masterbrand strategy.

The new brand clarifies their focus—to drive energy innovation—by bringing to life their purpose: “We are a global technology company driving energy innovation for a balanced planet.” This brings to market a powerful brand idea that speaks to the challenges of current and new customers alike: the need for a balanced energy transition and the desire to rebalance our relationship with the planet—creating intangible value that goes beyond cost savings and products—leading to an £8B brand valuation and establishing them as the most valuable brand against competitors, according to Brand Finance.

For a sector that is traditionally not used to being in the spotlight, now is the time to build confidence and define a position that is different to others. Show beyond “what” you have and highlight “why” it matters.

By doing so, you can elevate your business and rise above the price wars and technical comparisons that dominate the sector. This not only differentiates but also builds long-term trust and reputation, leading to greater perceived value.