How visible is your brand in a world where climate challenges, geopolitical conflicts and increasing awareness of the energy trilemma are pushing the industry into the spotlight?
With energy becoming one of society's greatest considerations—whether due to the climate crisis or rising costs—invisibility is no longer an option.
Established businesses are being challenged to rethink their approach. Act now or let your competitors control your narrative.
Are you shifting perceptions?
With the rise of renewable energy sources, smart grids, and electric vehicles, consumers are becoming more involved and engaged in their energy choices. Energy companies can no longer rely on product and infrastructure capabilities to define their market position. They must cultivate a strong, visible brand that speaks to societal needs and stakeholder expectations.
For organizations more comfortable operating in the background, the pivot to brand visibility is a challenge. And with negative perceptions of energy brands still holding true, brand visibility isn’t just a strategy, it’s crucial for survival in the evolving energy market.
Energy companies can no longer rely on product and infrastructure capabilities to define their market position.
The more progressive players are seizing this opportunity for brand to shift perceptions as a key communication tool between the business and their stakeholders —building the awareness, understanding and momentum needed to achieve strategic business goals.
Is your brand visible enough?
How visible Is your brand, how strong is your brand connection with your stakeholders and how resilient is your reputation? Don’t wait for a crisis to thrust your brand into the spotlight
For energy companies, building a strong, visible brand is not about a catchy slogan. It's about creating a meaningful connection with your stakeholders, giving them a window into your business so they can see who you are, what you do and why it’s important for society. Consistent and honest communication are crucial. Our energy report, Clarity through Complexity, highlights that over 80% of energy leaders recognize they need to do this to build positive brand awareness and reputation.
The three steps to building brand visibility:
1. Clarify your purpose—why care about your brand.
Without a clear purpose that resonates with today’s energy-conscious society any attempts to connect with your stakeholders will fail.
Align your brand with your purpose. Your stakeholders want to know what you stand for and how you connect what you do with what the world needs.
2. Be honest and transparent—why trust you.
In an industry where products are largely invisible—yet critical to daily life—communicating openly and engaging consistently can be the difference between loyalty and indifference.
Own both your successes and challenges. Many energy brands shy away from reporting negative events, such as service disruptions or environmental incidents—but invisibility isn’t an option when transparency builds trust.
3. Embrace social media—how to build connections
Being visible isn’t just being noticed—it's about being relevant, trusted and part of your stakeholders’ everyday consciousness.
With social media acting as the main source of news and updates from brands to their ecosystem, energy brands need to embrace these channels with content to engage your stakeholders in their world. They are online now, making decisions in real-time. Engage them with consistent, value-driven content to foster deeper connections and loyalty.
A pivotal moment
The energy sector stands at a pivotal moment where branding is no longer an optional activity, confined to the communications function, but an essential business activity for success. As the industry transitions, raising stakeholder expectations, and increasing consumer involvement in their energy choices, energy companies must embrace the potential of branding and reputation.
The future of energy isn’t just about technology or infrastructure, it’s about visibility, trust and connections. The brands that embrace this will not only survive but thrive in this rapidly changing landscape.
Get in touch
Sally has 25 years’ experience building brands that are transformative and sustainable.
She’s held global management and marketing roles in world leading organizations including Tesco and BP. This gives Sally a unique insight into what’s important to clients and how brands create commercial value. Connect with her here.
