At CPMG, we often get asked about the need to revise clean energy marketing plans in the wake of the Administration’s statements and actions.
The truth is, no one knows where we are headed when it comes to clean energy policy. And if what we’ve seen to date regarding issues like tariffs is any indication, no one knows how soon any specific change will take effect, or how long any new “policies” will stay in place.
Offshore wind may have taken a direct hit, but solar and energy storage – for now – appear to have enough bilateral political support to avert widespread policy disruption. There are also a growing number of congressional Republicans urging the administration to keep many of the tax credits for solar and energy storage, promoting these renewables as a crucial component of the President’s “energy dominance” agenda.
It’s also important to remember that clean energy development in the rest of the world is not slowing down, and is, in fact, gaining momentum.
Radical consistency across all your marketing efforts is the key to ensuring your brand communicates with smart, steady, authentic messaging, regardless of what’s happening in Washington, DC.
Here are five action items you can take today to keep your brand voice consistent in an environment of uncertainty:
- Keep marketing – smartly. Don’t immediately pull back on marketing in reaction to the chaos. Instead, take calculated steps forward with unrelenting focus. Clean energy is here to stay. If consumers are confused about the conversation on tax credits, remind them what it means – and what it doesn’t. Most of the risk right now concerns manufacturers losing tax credits, not consumers.
- Align your messages – and your vision. Does your company have a clear purpose? Can it be explained in a few sentences? Is your vision statement still relevant and compelling? And how effectively are you sharing your progress? These are all questions that should be considered regularly and acted upon when alignment is failing. Take the steps required to ensure your brand has a clear, credible voice.
- Take a fresh look at your website. Is the messaging strong, clear and on-brand? Your content and imagery should clearly and effectively reflect your values as a company. This is a great time to make sure your brand house is in order across foundational elements – logos, website, collateral, pitch decks. Check out our recent work for Parasol Structures and Sperra for examples of on-point messaging, powerfully expressed through the companies’ new websites.
- Optimize for digital and social media engagement. Your online presence is how to reach, educate and engage with prospects and customers. Make sure your website is optimized for SEO with relevant keywords related to renewable energy. (Google algorithms have recently changed so if you’re interested in an audit, reach out to us.) Consistently share industry news, sustainability best practices, visually compelling content. Consider if running paid social media campaigns on your target platforms can expand reach and drive conversions.
- Explore Opportunities in Verticals. The majority of our B2B clients are focused on certain industries: Data centers, municipalities, and healthcare organizations are continuing to look for the most efficient ways to transition to clean energy, regardless of what’s happening in DC. Highlight how your specific renewable energy solutions can help organizations in these sectors improve energy efficiency and reduce costs.
These five actionable steps, executed with radical consistency, can elevate your company’s visibility, help you reach and engage with a wider audience, and promote the positive impact of a more sustainable energy future for all.
