Just a few days ago...
Millions of people across Spain and Portugal were left without electricity for hours.
The great blackout of April 28, 2025 didn’t just create chaos and uncertainty.
It also reignited a long-overdue conversation: what do we expect from energy brands when we have to fumble in the dark?
A brand is not just reputation
It’s trust and clarity. It’s the ability to explain simply, to respond bravely, and to connect with people who need quick answers.
In complex sectors like Energy...
...where regulation, technology and new models converge, brand identity isn’t a bonus. It’s a competitive edge.
A B2B2C model with twice the challenges
In B2B, long-term success also depends on how well the brand connects with those experiencing the service. If the promise doesn’t translate into clarity, trust, and simplicity, the value proposition becomes meaningless.
Five signs of a misaligned brand
Multiple, contradicting arguments: sustainability, savings, SaaS, community… but no unified narrative.
An inconsistent tone of voice: technical in presentations, idealistic on social media, pragmatic in sales.
Promises meet reality: telling a story about a blue-sky future versus what we can realistically offer today.
Lack of focus: targeting too many audiences without a clear brand direction..
Emotional irrelevance: purpose exists, but the experience feels somewhat subpar to our audience..
It’s not branding. It’s direction.
In the B2B Energy sector, where trust is key and the energy community market is still forming inconsistency isn’t just confusing: it slows you down.
We’re not talking about looks.
We’re talking about the capability to transition from strategy to narrative and into action; making informed decisions about what we want our brand to be (and why).
Four takeaways for emerging Energy brands
Audit your touchpoints: your website, pitch, social channels, demos… they all impact your audience.
Speak from actual value: don’t promise a future that isn’t here yet.
Tailor your messages: customise communication to suit the needs of each stakeholder.
Simplify complexity: brand architecture, product, discourse. Go from noise to clarity.
Brand as a tool, not as a prop
An Energy brand shouldn’t aim to sound good.
It should help people decide.
What isn’t understood, isn’t embraced.
What isn’t said with conviction, isn’t shared.
Conclusion
These kinds of brand diagnostics remind us that in B2B Energy, the brand is not furniture. It’s here to drive attitudes and expectations.
And when the system fails, a stong brand will keep you relevant.