It is in defining the brand and communicating it effectively that a company is able to distinguish itself in a very noisy and competitive marketplace.

Tim Kubista of ELEMENTS

Tim Kubista | ELEMENTS

EarthToys Renewable Energy Article
It is in defining the brand and communicating it effectively that a company is able to distinguish itself in a very noisy and competitive marketplace.
EarthToys Interview - Branding Renewable Energy Companies

Tim Kubista, CEO/Brand Strategist of ELEMENTS

Tim leads the development and execution of communications strategies for many of ELEMENTS’ clients. He has more than 17 years of marketing and business leadership experience, including leading international marketing in Europe, Asia, Canada and the Mid-East.

Tim believes that by improving communications for brands within the renewable energy sector, the conversations – and subsequent actions – will become more productive in moving our country toward energy independence.

In 2006, Tim was named the South Dakota Small Business Person of the Year.

ELEMENTS combines business experience, branding and communications strategy to deliver highly customized, multi-faceted business communications solutions for clients in the renewable energy sector.

1. Why does brand matter for renewable energy companies?

Brand matters to all companies because companies with well-defined brands have increased market share, preferred status with customers, increased valuations, reduced turnover and a well-defined culture, aligning employees around a common purpose.

Brand is the identifying factor imprinted on the mind of a target audience, a psychological interaction that happens at the mere mention of a name. This, in turn, lends invaluable weight and meaning to every message, every visual cue, every point of contact made between a company and its customers.

To be a preferred brand, a company must hold a position of trust and confidence in its customers’ minds. This trust and confidence is earned when a company fulfills its brand promises to customers.

The renewable energy industries have experienced significant growth and opportunity. New companies join these industries daily – there is capital to raise, M & A activity and people to hire. This chaos creates two challenges. The first challenge is to identify and reach the desired audiences, which can include existing and desired customers, current and potential employees, investors, government, the community and other business partners or stakeholders. A well-defined brand will improve a company’s ability to cut through the clutter to reach the identified audiences.

The second challenge is to identify messages that will resonate with the various audiences. A well-defined brand will have identified, prioritized and clearly defined messages to be communicated to each audience.

2. What's the best way for a company to distinguish itself in the renewable energy sector?

This is different for every business and every situation. Rather than search for the silver bullet that will distinguish the company, it should first define its brand. When a company defines its brand, it becomes clear what the organization stands for, why customers will desire to do business with the organization, and most importantly, how to communicate the company’s brand messages. The company will understand its audiences and how to connect with them. The company will have a guiding strategy with which to align the business and it will be clear how to communicate the organization’s visual, verbal and auditory identity. Leadership will have a communications plan that will delineate exactly how to reach the audiences. It is in defining the brand and communicating it effectively that a company is able to distinguish itself in a very noisy and competitive marketplace.

3. How much should a company budget for branding activities?

Branding activities budgets will vary greatly, depending on factors such as the size of the company, the identified business objectives and the value of the business opportunity. It is critical that a company identify a budget range before engaging a brand communications firm so that the project scope can be developed appropriately for that business’ specific needs.

4. Are some media better than others when it comes to branding a Renewable Energy company?

First it is important to define the term media. Media is any vehicle used to communicate a message to the intended audience. Media decisions are highly dependent on the company’s communications objectives, targeted audiences, type of message(s), and available budget.

5. What advice do you have for companies working in renewable energy?

Don’t be afraid to put stakes in the ground. Define your brand and communicate it well and consistently. Make communications a priority and execute with precision.

6. Why did BKGElements decide to specialize in renewable energy?

We believe in renewable energy and its potential to help our nation be more secure and our planet be more sustainable. Our people work with a greater common purpose – to help people by defining and transforming renewable energy brands.

7. In which situations will Renewable Energy need to focus the most on branding activities?

Branding is important when a company experiences:

  • A merger or acquisition
  • A period of significant growth
  • A strategy or positioning change
  • A name change
  • Increased competition or decreased barriers to entry

8. Besides branding via traditional media, are there other things a company should be doing to get its message across?

From start to finish, every single point of contact with the company must deliver on its brand, including reception, clothing, service, facilities, vehicles, processes, price, employees, quality, and more. Internal communications are just as important as external communications – the entire organization, from the lowest ranks to the executive levels, must embrace and execute on the brand.

In the development of a communications plan, all possible media are considered. Again, decisions are dependent on the communications objectives, audiences, messages and budget.


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