Why you should care about energy branding

Energy branding? Is that even a thing? The answer is 'heck yes'. Branding energy is a long-term commitment and relationship between a company and its customers.

According to a report to be released this week from brand consultancy firm Interbrand, companies need to not only be reactive but also adapt to the future and branding is what is going to help them accomplish that.

For the purpose of the report’s research, some of the world’s most valuable brands (including Google, Amazon and Microsoft) were selected as subjects.

Between the 5th and the 17th of May 2021, 6500 responses were collected on the brands across four countries using an online questionnaire.

Fridrik Larssen, associate professor at the University of Iceland, founder of Charge and CEO of LarsEn Energy Branding comments on the report, saying that companies should “talk in a way that the audience understands and be authentic”.

Because after all, “authenticity equals trust” and trust from the customers is what companies need, especially in times of crisis like the one we are currently experiencing.

According to Larssen, the four key points energy companies should focus on in a time of crisis are:

• Adapting the branding philosophy of the competitive market,
• Taking part as an active leader in the dialogue,
• Evoking trust among those already listening, and
• Preparing for those who will listen.

Next week, Fridrik Larssen will be hosting Charge in Reykjavik. That is the energy branding event that took the energy sector by surprise when it first opened its doors.

From 17th to 18th October, during the Aurora Borealis period, professionals from the energy sector will travel to Iceland to discuss both traditional and unconventional brand building.

Representatives from companies like Enedis, Microsoft, Volkswagen, Eon, and the government of Iceland will be there to discuss branding opportunities and responsibilities.

I will definitely be attending. What about you?

Cheers,
Areti Ntaradimou