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