Eneco was one of the first of the established energy utilities in the world to become fully renewable and became the frontrunner in the Dutch energy industry in the production of electricity from sustainable sources. Regine Alewijnse, Brand Manager of Eneco presented the brand’s story and the challenges that are facing truly renewable companies when many companies in the energy value chain present themselves as renewable when in fact, a majority of them are renewable only as far as the marketing message goes.
To further the point, Regine explained how sustainability can become more than a hollow marketing message, by making sustainability a valuable brand asset.
Eneco’s approach has not only been to offer renewable energy and offer customers a choice but also to enable customers the possibility to monitor their energy usage and helping them to cut down usage without noticing it by offering software that monitors and detects usage.
It is time for the utilities to shift their messaging in social media. From primarily sending messages about outages, utilities need to add an emphasis on customer relationships. Tamara McCleary CEO Thulium gave a lecture on the importance of utilities becoming personal and drive the conversation towards a more human interaction. The data utilities have today give them a unique opportunity to know the customer better – energy companies need to stop talking to customer but must start a conversation with them.
There is a lot of misunderstanding on the nature and role of branding as well as how to define marketing. Many think that marketing is just about fun and games – something that is about advertising and events – a thing that funds can be allocated to during a boom cycle. For many, the concept of branding means something that is a more elaborate version of marketing.
Marketing is any signal a company sends out to the market. It can of course be a nice commercial or a Tweet but it is also price signals through the resources they buy and the products they sell, it is the voice that answers at the end of the line and the bills sent out. Every organisation both in regulated and deregulated markets should be aware that everything a company does is marketing in one way or another, direct or indirect – just as everyone is in customer service in one way or another.
Branding defines the How of marketing and the Why. It is a strategic tool and it should define how the customer experiences the brand. But neither branding nor marketing can define the brand. A brand can be defined at a company level but the real definition of a brand comes from the customer – it is the customer who really perceives the brand as it really is.
Marketing for the electric utility or the energy brand should not only be thought of as advertising or social media appearance. It should be thought of everything a brand or a company does and any touchpoint with both internal and external audiences and stakeholders.