In conversation with energy brand leaders
Navigating
Six ways energy brands can thrive amid uncertainty. volatility
T he energy industry has always been shaped by cycles of disruption, but today’s volatility is perhaps more pronounced than ever. From an investor’s standpoint, there were few bumps in the road. According to the IEA’s latest Global EV Outlook report, the stocks of companies related to EVs have consistently outperformed general stock markets and major traditional carmakers since 2019. Oil and gas demand is rising again, net zero ambitions are in flux, and political shifts in the US and Europe are making the path to a low-carbon future more complex. COP30 funding is under pressure, the US has frozen support for green projects, and international conflicts are fragmenting global trade. While long-term climate goals remain, the route to achieving them is far from straightforward. For brands navigating this landscape, the challenge is threefold: securing investor confidence, retaining customer trust, and aligning with changing market and policy dynamics. In our latest Energy Voices conversation, we spoke to marketing leaders and communications experts across the sector. Here are their six actionable strategies for navigating turbulent waters:
1 USE YOUR BRAND AS AN ENGINE FOR GROWTH Volatility tempts cautious retrenchment, but successful brands double down on their identity and purpose. Investing consistently in brand strength creates differentiation and resilience. “Investing in brand is what separates the companies that survive from those that don’t,” says George Edgar, Head of Marketing at EO Charging. David Slattery, Head of Marketing at energy transition company Pinergy, has seen firsthand how brand transformation can drive growth. Founded in 2013 as a residential pay-as-you-go electricity supplier in Ireland, Pinergy has since pivoted toward commercial customers and a broader energy transition offering. That shift required an overhaul of its brand positioning with a renewed sense of purpose: "powering energy transition". “If you don’t have a brand, you’re just selling a commoditized product. Your brand can be your point of difference,” Slattery says. Businesses that focus only on short-term sales ignore long-term brand equity at their peril. “The brands that only invest in lead generation might look successful in the short term, but long term, they fall into a trap,” adds Ian Fisher, Brand, Marketing and Communications Specialist. >
Issue 3 - Brandpie Energy 15
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