Tag Archives: distribution

Next level Energy Branding

The best brands in the energy sector work hard, deliver superior value, look outside the energy space, segment their customers, are data driven and are on a mission of changing the status quo.

By reviewing the branding case studies from the World’s Best Energy Brands we have learned a great deal about how the best energy brands in the world view themselves and how energy company branding can go to the next level. There is a common thread among the best energy brands in the world. It does not only apply to the competitive retail sector – it also applies to the regulated energy sectors both in retail, transmission of electricity, distribution of electricity and it should apply to B2B energy retail companies as well as generation companies.

There are no shortcuts towards a superior brand

People often wonder if there is a good life-hack or a shortcut to achievement. So, is there a good life-hack for creating a good brand in the energy sector? The short answer is: No – there are no shortcuts. Creating a good energy brand takes a great deal of effort. Even if you know the secret to creating the very best power brand in the world and even if you were born with the secret to energy marketing in your head – creating, implementing and running an effective brand in the energy sector is still hard work.

 

The best Energy Brands offer something else than energy

They offer an experience. They have a simple message about the benefit they offer that no one else offers. And the benefit is usually not the price or being able to deliver electricity on time. It’s usually a feeling in the mind of the consumer that they own. Apple and Nike are well-known branding and marketing reference point clichés for a reason. They own a share of the consumer’s mind – and that is what you need to own a share of the market.

They look outside the energy box

The best brands are not focused on the next door utility neighbour and try to copy their best practices. Although many brands in the global energy market are doing great things branding vice, the best brands in the world are not found in the energy space. You should look outside the box and identify who is the best in the world and learn from them and apply it to the energy sector and your market. Don’t think about which brand is the best employer brand amongst energy companies – look for the best employer brand in the world. Don’t just try to learn from the best customer service brand among utilities, look for the company that offers the best customer service period.

The best energy brands use segmentation tools

It’s almost impossible to be like by everyone. Instead, you should use the appropriate tools to segment the market. The most simple tool to use is demographics. But you can’t go in blind and decide to be the brand for single women aged 26-37 living in a certain area with this high yearly revenue. You need to know why this group is the right one for your brand and your value offering. It is often said that typical demographical groups are dead – people can’t be put into categories based on gender, age or where they live. There are multiple tools that segment that market based on more things than on demographics. Find the groups that your brand speaks to and figure out how to speak to them.

The best energy brands are customer oriented

Customer engagement is not about smart gadgets. It comes naturally when a brand speaks to the customers on a personal level and connects to them on an emotional level. The smart gadgets help but if there is nothing that connects to the customer other than a socket on the wall or some hardware, then there is no chance of communication. The best brands have created an emotional value that can be hard for competitors to compete with.

The best energy brands measure up

We have established that good branding is about knowing the customer. But good branding is about knowing yourself. What you stand for and what your brand is capable to do. But you need to know where your brand stands and where it stands in the minds of your customers. The best energy brands are constantly measuring how they are doing and benchmarking with other brands. They are not afraid to reach out proactively to customers and ask them what they think – this is not done once a year – it can be once a month or even once a week.

The best brands are on a mission

They offer superior brand value by offering something unique and different from others in the sector. That superior value stems from a specific brand mission – they are not just selling energy – they are often trying to change the world. A good example of good branding is in the green energy sector. Today, almost every supplier has started to become green. So green has become the new black in energy and it’s hard to differentiate based on the green origin of the energy alone. Superior green brands today have to dig deeper and be sustainable to the core and offer customers a buy-in towards a vision of the future.

Building brands is about building trust

Fintan Slye, CEO of the Irish Transmission System Operator Eirgrid, went over the case study of Eirgrid’s need of having a strong brand. Being a state-owned monopoly, Eirgrid is not at risk of losing customers or has any market share to gain – which is the second most common misconception of the role and importance of brands and branding. The biggest misconception is of course that people often mistake the creation of visual imagery such as the logo mark as being the only thing instead of one of many things branding is about.

As Mr. Slye told the audience at CHARGE 2016, the company was for months the topic of negative front page stories and tried to approach a public relation tasks with engineering solutions. The company was met with distrust and people did not know what Eirgrid was or what it did. The task ahead was to build trust by building a strong brand with people in the center.

Brand is critical to success and survival.

Fintan’s presentation shows an interesting challenge that many established utilities around the world are facing, lack of trust in a world that demands transparency.

 

 

Stedin – the customer centric DSO

One of the first speakers that were recruited for CHARGE 2016 was Marko Kruithof from Stedin in the Netherlands. Stedin is a DSO that services 3 of the 4 largest cities in the Netherlands; The Hague, Rotterdam and Utrecht.

Marko gave his presentation during the transmission and distribution session in Reykjavik last September. The future of energy is changing fast for the regulated monopolies as well as retailers operating in a competition environment. As Marko says, Stedin has installed around 30.000 charging points for electric cars in the last few years to meet the demand generated by the 100.000 electric vehicles on the roads in the Netherlands.

The consumer should be our fan; he pays our salaries

Stedin received the CHARGE Awards as the World’s Best Energy brand in their category and it is not a coincidence. Branding is at the core of the company’s strategy and vision – they are not only looking at the needs of the consumer of today but try to be prepared and anticipate the needs of the consumer of tomorrow. Stedin has centralized the customer but focus their branding programme also internally to have everyone in line with their mission.

Marko’s full presentation from Reykjavik at CHARGE 2016 can be viewed in the player below.

 

 

 

 

T&D needs B&I

Branding does not only apply to utilities in the competitive part of the energy market. Though the transmission and distribution grids have a monopoly on delivering energy to the end consumer, management within those companies are becoming more and more aware of the importance of creating a valuable brand rather than running an arrogant utility.

That is why T&D needs more B&I (Branding & Innovation.

The monopolies are at risk of losing bits of the base of their service; providing homes with an access to electricity. With advances in technology, more and more homeowners have the choice of never connecting to the grid. There needs to be a reason for a new home being connected to the grid. If the choice is between paying to be connected to the grid or paying a similar amount to set up an on-roof generation with free power, there is no reason to connect at all. A distributor that has a clear value proposition and a clear marketing message for the consumer has a better chance of being relevant in the mind of the consumer.

T&D’s that are suddenly faced with a growing number of prosumers need to realise their changed role and need to know how to communicate with end consumers. The prosumer is not an energy professional and technical terms need to be made understandable and clear for the regular prosumer.

There will be a track dedicated to the branding of transmission and distribution. The speakers we have gathered will each present their case on why branding is important for their operations and their presentations will be followed by a panel discussion. The companies they represent have somewhat different roles in their communities but they all play their roles through a powerful and well-crafted brands. The track will include Marko Kruithof – Director of Innovation at Stedin (Netherlands), Helle Andersen – Head of communication at Energinet (Denmark), Fintan Slye – CEO of Eirgrid (Ireland) and Jukka Ruusunen – CEO of Fingrid (Finland).

helle andersenfintan slyejukka ruusunenmarko kruithof

The conference will conclude at the Blue Lagoon with a dinner and an awards ceremony. We will be awarding the best energy brand within the T&D sector to put the spotlight on brands that are an example of great branding.

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Remember to sign up for CHARGE which will take place in Iceland, September 19th-20th. You can find more info on www.branding.energy

Engerati Energy Branding Webinar S01E02

The second of the Energy Branding webinars will be tomorrow at 13:00 UTC on Engerati. The title of the webinar is Branding Intangible Commodities – The Big Energy Question and you can follow it here for free, either live or on demand.

The main issues covered are the following:

  • Branding tangible vs intangible commodities
  • Beyond retail – branding transmission and distribution
  • Cities & countries as energy brands
  • Consumer engagement towards sustainability goals

Participants in this episode are:

Alexander Richter – Founder and Principal Think GeoEnergy
Birgir Danielsson – Creative Director LarsEn Energy Branding
Sigurður Árnason – Conference Executive CHARGE – Energy Branding Conference

Watch it live or enjoy later – free but requires registration.