ENERGY VOICES: NAVIGATING VOLATILITY
Investing in brand is what separates the companies that survive from those that don’t. George Edgar Head of Marketing EO Charging
3 PRIORITIZE AGILITY OR RISK OBSOLESCENCE
In a turbulent market, speed and flexibility distinguish survivors. While a business’s brand positioning and vision should remain consistent, agile communication strategies—adaptive yet rooted in clear purpose—are essential. “Agility is not just a competitive advantage—nowadays it is a survival skill,” says Filipa Lopes Ribeiro, Head of Brand Strategy at Portuguese energy company Galp, noting the need to rapidly pivot messaging without diluting credibility in order to stay relevant. 4 TRUST AND CREDIBILITY DEMAND PROOF, NOT PROMISES Energy brands face scrutiny from multiple directions—investors, governments, and concerned citizens—all with competing priorities. Trust comes from consistent actions and measurable results—not grand promises. The NSTA’s Barney advises brands against making “blue sky” claims and unbelievable promises, instead suggesting they focus on tangible messages that resonate with a public tired of over-promising. “Show them jobs, skills, real impact,” she says. Echoing Barney, Ribeiro says Galp “does not ask for trust”. Instead: “we prove, earn, Communications at Associated British Ports (ABP), agrees. “Be consistent. Be authentic. Be evidence-based. It might sound boring—but it works,” he says. “We face a rising tide of skeptical voices, but the best response is proof: show, don’t tell.” and sustain it through action.” Tim Morris, Head of Corporate
2 STAND YOUR GROUND IN A POLITICIZED MARKET
Political volatility can unsettle strategy, but a stable brand remains purpose- driven and unshaken by shifting policies. Clarity of purpose and staying fact-led offers long-term stability. Katharine Barney, Head of Corporate Communications at the North Sea Transition Authority (NSTA), chooses to steer clear of political rhetoric. Instead, the NSTA’s strategy is to remain fact- based and evidence-led. “We want to be a trusted regulator,” Barney says. “We want to be seen as factual and consistent but at the same time, we need to act in accordance with Government who set the overarching policy”. While aware of potential political and regulatory disruption, Marc Cousins, Head of Marketing at green tech startup Carbonify, is likewise confident that the business’s values-led growth strategy will allow it to scale without losing trust. Rather than diluting its values to appeal broadly, the brand plans to double down on existing believers. “If politics swings further right, we won’t try to convince everyone—we’ll go deeper with the believers,” says Cousins.
16 Brandpie Energy - Issue 2
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