Brand storytelling is reflected on an organization’s actions both externally and internally. It is a way in which energy companies can leverage to convey their brand identity through the use of various design elements to set a warmer and more personal tone to their brand. Energy companies have an impact on the everyday life of customers, the general public and even prospective employees. Therefore, energy companies should strive to communicate messages of trust, reliability and corporate social responsibility.
For an energy company, the most important story to communicate is its vision for the future and its purpose for existence. The vision helps to communicate to the society, its values and the innovations it intends on making in the future, by defining its short and long-term goals. This is essential in engaging the general public. Having a vision as an energy company helps to instill a sense of belonging and identity to both the general public and customers or potential clients, providing them with the inspiration to achieve that purpose.
A founder’s story helps to explain why the company exists, creating a sense of identity and purpose that the product alone can’t. Founder’s start up stories bring in a unique edge over the big companies. They stand out and still appear human, enabling them to gain customers trust faster. Moreover, having visible founders who remain active in their roles in the company, shows the passion that the brand has. These often helps to keep employees motivated, giving them a sense of team spirit and desire to help the brand become a success.
Having a company history helps to position the company as an active innovator in the past, while telling the brand’s story. For older companies, their company’s history is immensely valuable, as it tells the stories of people and communities that have worked together to build its legacy. Furthermore, it is also a humanizing force for the brand. Newer companies on the other hand, are a history in making. They can tell the story of what came before them, the gap in the energy market and how they established themselves to meet these energy needs for consumers for years to come. Not only does this story telling position cement an intimate connection with its consumers, but it also adds legitimacy to the organization.
Corporate social responsibility is key to a brand’s story, which helps to demonstrate that these businesses are more than mere profitmaking enterprises. It is impetus for companies to pursue policies and practices that address environmental and social concerns especially in the energy sector. Through this, brands can incorporate an element of social good into their stories. A good example is shown by GDC, Geothermal Development Company, that works with communities to enhance sports, arts and culture, by sponsoring such events. Initiatives that have helped to foster peace among communities. This was done as an aim towards enhancing their brand visibility in the areas of their operations.
Lastly it is important to have a brand story that people can understand and connect with. People expect that the company, especially the newer ones, are coming into existence to provide a solution to a problem and to meet specific needs. This is central in communicating the company’s purpose. For example, solar energy companies provide solar panels that can be used in the homes to reduce energy consumption and are cost effective in the long run.
Telling brand stories is the most effective way of making consumers feel like they are part of your brand. It gives a compelling narrative that will entice the general public and get consumers excited on why they should continue to engage with your organization.