Be consistent. Be authentic. Be evidence-based. It might sound boring—but it works. Tim Morris Head of Corporate Communication Associated British Ports 6
5 BRING YOUR PEOPLE WITH YOU Your employees are your brand’s strongest advocates. Internal alignment is therefore critical, as energy brands navigate a complex and politically charged environment. In a prior role, the company's rebrand was started internally, Fisher says, noting that engineers comprised 88% of staff. “If we wanted a brand that truly resonated, we had to start from the bottom up.” At Future Biogas, the brand’s values are so deeply integrated into the business’s daily operations that they directly shape employee reviews. Communications Manager Nick Whitfield explains: “What impressed me [about Fisher's previous company] was that every employee review listed brand values, and line managers evaluated how well those values were lived.”
ELEVATE TANGIBLE, MEASURABLE VALUE
When markets tighten, brand messaging must shift from emotional appeals to a clear, business-driven narrative that highlights tangible outcomes. Companies need to demonstrate real, quantifiable value to their customers, investors, and internal stakeholders. EO Charging, for example, has shifted its brand narrative away from its technical specs to instead focus on tangible business transformation, Edgar explains. “We’re not selling software. We’re selling outcomes. That’s the biggest shift in our messaging.” Carbonify is similarly leading with commercial clarity over moral arguments. “The emotional angle doesn’t land right now,” Cousins stresses. “We’re leading with: ‘this makes sense on your balance sheet’.”
WHERE BRANDS GO FROM HERE
> We’re hosting a masterclass to discuss the key takeaways from
In an uncertain energy landscape, volatility is unavoidable but brands equipped with clarity, agility, and credibility will emerge stronger. Success hinges not on riding short- term trends but building lasting brand equity,
credibility, and measurable value. Now is the time for energy brands to lead with clarity, confidence, and proof with a clear business vision that is articulated through brand. Wait too long, and the moment will pass you by.
our interview series in June. To register your interest, please scan the QR code
Issue 3 - Brandpie Energy 17
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