change means adopting a mindset that looks far beyond that change. In amongst geopolitical shifts, the foundations and direction of the sector’s future is being set today. So too should the energy leaders of today now set out their vision, laying the groundwork that creates a brand, culture, and organization that will truly lead the way and deliver long-term value.
VISION FOR THE FUTURE For energy leaders, to see the next 12 months as a business opportunity is to ask what kind of organization you want to be in 2040. Working backwards from that vision, CEOs and CMOs should be asking themselves: how can we build an enduring brand that propels the business forward to that destination, and sustains the much- needed resilience to do so? What talent and innovation is required to get us there? What perception or relationships do we need to develop over time with our stakeholders? It’s in times of apparent instability that leaders must look towards building a culture, a brand, and a business that serves the organization of tomorrow. Taking the future- back approach. Historically, the most resilient energy brands, those that have sustained growth through times of uncertainty (and we know there have been many even in just the last decade), are those that shun kneejerk responses to current affairs, and focus on strategic investments into long-term developments, ones that will reap future rewards. Energy is, after all, a long game. There is of course no silver bullet, no one-size-fits-all approach to what an optimal business and brand strategy looks like. However, for every energy business, it all starts with using this time of market instability and geopolitical tension to align its leadership team around your organization’s vision. It’s from this that you can deliver clarity through the complexity and power the business forward. The onus is on CEOs to prioritize formulating that vision above all else. Navigating the political change of today is nothing new for the most resilient organizations. Building a resilient and innovative brand that successfully navigates
Issue 1 - Brandpie Energy 10
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