FUTURE-PROOF YOUR BRAND
1 in 2 energy leaders believe their brand is driving their business objectives
88% of consumers don’t immediately trust brands that say they are sustainable
1 KNOW YOUR AUDIENCES
2 START AT THE FINISH LINE
3 BE TRANSPARENT
Through any period of crisis and instability, the best brands start by listening to their audiences. In today’s climate, 81% of energy leaders told us they need a more targeted and relevant brand. For most energy brands, your stakeholders will be varied and complex. Often, it will encompass a diverse range of individuals and organizations – from consumers and investors, to policymakers and potential talent. Each group has its own diverse expectations. Now more than ever, it’s important to listen. To do it, brand leaders need to start a dialogue. Engage your audience groups and gain an understanding of their needs and desires. Uncover what their current perceptions are of your business, what they truly value about you today, and, crucially, what they hope to see from you tomorrow. In their eyes, how can you create more value? Loaded with insight, you’ll know the next best move. You can speak the language of your audiences and develop relevant communications that say something they want to hear.
Every successful brand holds a unique position in the eyes of its audience. For the energy sector, this need is no different. However, in an industry transforming at such rapid pace, it’s imperative for CMOs to take a future-back approach to brand strategy. By looking ahead and positioning your brand at the “finish line,” you’ll ensure you are building momentum towards the long-term ambition of the business. Today, only 1 in 2 energy leaders believe their brand is driving their business objectives. To drive growth and power the business transformation, it’s time for CMOs to connect the dots. Start by interpreting what the business strategy means for your brand. What level of change is required? How will your value proposition and communications need to adapt in response? How central will new innovations or product developments be to deliver on that promise? Addressing these questions – and working backwards from the long-term goal – will ensure your brand keeps up with the pace of the business. Through any messaging and engagement, you’ll then inspire confidence and belief in the future direction. Never forget the power of brand storytelling to influence, build understanding, and drive momentum towards your goals.
Setting a bold ambition is one thing. Achieving it is another. Honesty and accountability in communications is key – especially when on a journey towards becoming a more sustainable business. A recent study with Genomatica found that 88% of consumers don’t immediately trust brands that say they are sustainable. So, how can CMOs avoid the pitfalls of “purpose-washing?” and initiatives with evidence of action — demonstrating your business’ true commitment to progress, and the tangible steps it is taking to deliver on its sustainable goals. Remember: no one expects you The proof must be in the pudding. Support your communications to be perfect, or to deliver on all your objectives at once. As the voice for the brand, approach this tricky area with balance. Share your wins and successes along the way, but also your challenges and struggles. Reflecting openly and honestly about the journey will make you all the more credible. By adopting this approach, you can not only shine a light on the steps you’re taking, but build credibility, trust, and loyalty along the way too.
81 % of energy leaders want a more targeted and relevant brand
23 Brandpie Energy - Issue 1
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