THE VALUE OF DIFFERENTIATION
The energy industry is firmly in the spotlight. Now that you’re center stage, what will you say? Unlocking the real value of being different
T he energy transition is now the most fundamental challenge humanity is facing. It affects everything and touches almost every aspect of modern life. For the first time, the businesses that make up the sector have been thrust into the spotlight of global conversation— driving both the urgency and the solutions to reshape our future. Now that your business is center stage, how will you show your value and separate yourself from the cast of thousands? In a sector dominated by technicalities capabilities—rather than the “why”. This approach has created a landscape where businesses seem almost identical; wearing the same costume, wheeling out the same tropes, the “tired” and tested visual metaphors, icons in place of ideas, bullet points instead of a voice…and so, so many pictures of wind turbines. and engineering-centric thinking, communication often focuses on the “what”—the specifications, the
Now, energy businesses have an opportunity to connect with audiences in new ways and differentiate their business by building perceived value. In an era of intense scrutiny from customers, investors, and governments, differentiation is no longer a luxury—it’s essential. The companies that can step forward with a unique identity and represent something bigger than their products will be the ones to rise above the noise. Creating emotional resonance is key— take, for example, B2C brands such as Apple or Nike, who have mastered the art of building strong relationships and brand loyalty. These businesses don’t just sell products: they sell ideas, lifestyles, and emotions. They give you a reason to choose them beyond their technical or economic value. People choose them because of their perceived value—the lasting impression of what they mean, not just what they offer. This highlights a missed opportunity for B2B organizations. Somewhere along the way, someone believed their own acronym and thought it was a “business selling to a
Deva Corriveau Creative Director, Brandpie
THE IMPORTANCE OF PERCEIVED VALUE
For years, conventional thinking said differentiation didn’t matter: “It’s B2B, after all.” But now it does.
16 Brandpie Energy - Issue 2
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