Solar Energy: Standing Out in a Crowded Marketplace
Written By: Michelle Press
The renewable energy industry is experiencing rapid growth – with solar energy leading the way in terms of new capacity. According to a new report by the Solar Energy Industries Association (SEIA), the U.S. solar industry set a record in 2020 installations and is set to quadruple capacity by 2030.
While there is plenty of opportunity in the market, solar energy brands are looking for ways to break through the clutter, differentiate themselves and drive sales.
There’s a saying, that, all things being equal, people do business with people they know and trust. A strong brand reputation is an important component to building that trust. In a world driven by technical differentiation, companies with strong reputations are more likely to attract and retain customers and see new market opportunities among other benefits.
How to Build a Brand in the Renewable Energy Sector
There are three primary tools to building brand and reputation in renewable energy:
- Thought leadership. People want to do business with companies they trust, and they believe understand the market and their business. Solar energy companies have a wealth of knowledge about customers and the market. This knowledge often just needs to be mined and turned into actionable insights to help build a reputation in the market.
- A digital marketing strategy. A great website and compelling content are excellent brand drivers, but to drive sales, companies need to be hyper-focused on their customers – what are their needs and where is the best place to reach them. For better results, consider a customer-focused strategy that is digitally executed in order to build relationships and drive sales.
- Connection to core values. A brand is defined by its mission, vision and values as an organization. Solar companies can differentiate themselves by consistently communicating these values both internally and externally and especially throughout the customer journey.
An integrated approach combining a digital marketing strategy, thought leadership marketing and connection to core values will lay the foundation to build a brand and reputation that differentiates, engages and inspires. And, in a fragmented sector like renewable energy, a strong approach like this could not be more important.
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