How to Make People Care About Utility Companies (Hint: It’s All About Brand)

“A lot of utility companies are waking up to the realization that they need to consider their ‘why.’ The work I do is getting companies back to communicating their purpose – to power lives.”

Branding is essential to establish meaningful relationships with customers and stakeholders. That’s why David Barnum works with some of the most underappreciated brands in the world – utility companies. David is the Senior Director of Strategy at Essence Partners*, an award-winning strategic marketing firm focused on the energy sector, and we recently had a conversation about how good branding can help these companies power a better future.

Who? Utility Companies?

Most of us don’t notice our utility companies unless something goes wrong – the power is out, the bill’s gone up, or workers are blocking traffic and digging up the neighborhood. And yet, these companies play a pivotal role, not just in our everyday lives, but in building a sustainable and renewable future. “As a society, we’ve forgotten why public utilities were started in the first place,” says David. “A lot of utility companies are waking up to the realization that they need to consider their ‘why.’ The work I do is getting companies back to communicating their purpose – to power lives.”

The companies that generate and distribute power may be nearly invisible, but they’re essential to the way we live and work. They also have a critical role to play in our future. Renewable energy sources will need distribution for homes and businesses, and the grid will need a 200% capacity upgrade by 2040 to accommodate more electric vehicles. David sees a big innovation barrier in the “lack of trust between consumers and the generators and distributors of power.” If you’re only fixing problems, you’re not creating value. You’re just maintaining the status quo.

So, why is branding important for utility companies?

To accomplish such ambitious goals, utility companies first need to rebuild trust. They will need to be proactive in building partnerships and relationships, not just with consumers, but with the wind farms, solar farms, and infrastructure builders. As they rebuild trust and increase awareness about their value, repositioning them as innovators and leaders of the future.

Another benefit of good branding is the potential to attract a new generation of innovators to this essential but overlooked industry. A “whole world of energy generation and delivery has been taken for granted for a long time,” leaving utility companies with a shortage of talent. However, repositioning themselves as innovators and leaders could show the importance of their work toward making a better future, and ultimately raise up new leaders in their field. “Brand is as much for internal stakeholders as external,” says David. “People will more readily work for a company that has purpose.” 

Consumers and partners need to know who they can trust to build something better. With good branding, utility companies can take the lead and cast a powerful vision for a future of reliable, clean energy. 

* All views expressed are Mr. Barnum’s and do not necessarily represent the views of Essence Partners, Inc.