How brand powers trust
How brand powers trust
HS Orka’s role, values and long-term contribution to Iceland. That ambiguity allowed uncertainty to fill the gaps. This is a familiar tension across the energy sector. Businesses doing essential work, but struggling to secure legitimacy in the eyes of the communities they serve. A gap opens between performance and perception, and once that gap exists, no amount of data can close it. In energy, branding isn’t about image. It’s about permission. Facts inform. But trust is emotional. And in moments of uncertainty, people look not for expertise alone, but for clarity. From authority to accountability For years, HS Orka communicated as many energy companies do: with confidence rooted in technical expertise. The assumption was simple: if the science is sound and the system is clean, trust will follow. It didn’t. The realization was uncomfortable but necessary. Trust could not be asserted. It had to be earned. And earning it required a clear decision: HS Orka needed to take control of its narrative. The business set out to articulate what made it distinct, not as an abstract energy provider, but as a company deeply rooted in Icelandic society. The result was a core creative idea: Respectful Innovation. It captures a central truth about HS Orka’s role: innovation grounded in care for nature, community, and the future. A balance between ambition and responsibility that reflects both Icelandic values and the realities of running a modern energy system. This marked a fundamental change in how the company understood its place in Icelandic society. HS Orka wasn’t just an energy provider. It was a participant in a national system that depended as much on social legitimacy as technical performance. Clarity as a driver of performance In a small, highly engaged society like Iceland, clarity is operational. Without it, uncertainty grows. And uncertainty slows everything from decision-making to investment, from community support to long-term planning. Respectful Innovation gives HS Orka a more human voice, and a platform to
The business set out to articulate what made it distinct, not as an abstract energy provider, but as a company deeply rooted in Icelandic society.
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Brandpie Energy - Issue 05
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