In 2016, 6.5 million houses switched to solar power, an increase of almost 50%.
The number of solar brands is also increasing, leading to a higher level of competition. This makes solar branding more important than ever for success.
Every business requires branding to stand out in its niche and gain loyal customers. 94% of customers were more likely to recommend a brand they’re emotionally invested in, and 91% were more likely to purchase from a brand they consider authentic.
Read our solar branding guide to find out how to create branding materials and marketing campaigns that send the right message to your customers and the benefits it can provide to your solar company.
What Is Solar Branding?
Before enacting solar branding, it’s important to know exactly what a brand is. Jeff Besos defined it as “what people say about you when you’re not in the room.”
Everything that can affect your reputation is part of your brand. This includes your logo, website, storefront, and anything that customers can see.
Solar branding is the process of creating the best possible image for your solar brand. You must make sure that everything your customers see portrays your brand the way you want it to be seen.
One important thing to consider when enacting solar branding is the power of why.
Organizations have three levels of functioning; what they do, how they do it, and why they do it. The last is one of the most important and most difficult to articulate.
Letting your customers know why your business does what it does is an essential part of leading them to connect with your brand. 64% of modern customers listed shared values as the top reason for a strong branded relationship.
Like any business, it’s also important for a solar brand to consider what their customers need and/or want. These are known as pain points, and the three main ones to keep in mind in the solar industry are rising fuel costs, jealousy of others who have solar panels, and guilt about environmental impact.
Solar branding is a multi-step process and can require a lot of work, but it’s necessary to get the most customers.
Knowing what solar branding is will only get a business so far. They must also understand the reasons to implement it. Find out why lead vendors aren’t enough and why you need to consider solar branding today.
Benefits of Solar Branding
Solar branding is a lifelong process of regulating your company’s image, but it’s a worthwhile investment of your time and money because of the many benefits it provides.
Branding helps you cater your message so that you’re saying what your customers want to hear.
Solar brands can make a custom logo, choose an appropriate color scheme, and make other branding decisions that send the right message. They must let the customer know that their solar offerings are as environmentally conscious as they are effective.
Customer loyalty increases when brands take the time to develop a recognizable brand. They are more likely to buy again from a brand they know and trust.
Marketing helps solar brands stand out from the competition. Customers are intrigued by logos, websites, and other elements that are visually appealing and speak to their unique pain points.
The average business spends 5-7% of its revenue on advertising, but branding can reduce the costs. A recognizable brand won’t have to put so much time, effort, and money into getting their product out to the public.
85% of customers use the Internet to find local businesses. This makes SEO or search engine optimization essential for success. Make sure to have a well-crafted blog, use effective keywords, and implement other strategies to improve it.
Effective solar branding increases search traffic. Customers are more likely to search for a well-known brand, increasing SEO over time.
If you still need convincing, check out some more reasons why digital marketing is so important for your solar business.
Solar Marketing Strategies
Deciding what type of solar marketing campaign to implement is one of the most difficult decisions to make. There are so many options that it can be overwhelming, but there are effective solar marketing strategies to consider.
Emphasize the cost savings of solar power and the higher long-term costs of other forms of energy. This speaks to the first pain point of energy costs. Use it around the time customers receive their power bills.
The power of community can increase your sales and get the word out about your brand. This relates to the previously mentioned jealousy pain point and to the essential goal of creating trust.
If a potential customer sees that their neighbor has solar panels installed by your company, they’ll reach two conclusions about your brand. They may become jealous, but they’ll also assume that if their neighbor trusts your company, it must be worth the money. Both assumptions increase your sales and the likelihood of gaining a new customer.
There are various ways to utilize the power of community. Put up flyers, place ads on community websites, and make an effort to reach entire neighborhoods of customers instead of just individuals.
Find out why your customers are interested in switching to solar power and what their individual pain points are. This can be done in several different ways, including surveys on your website and case studies in the public.
Humorous ads keep the customer’s attention and lead to higher retention. Don’t be afraid to create a funny ad, billboard, or other humorous solar marketing campaigns.
Knowing all the possible solar marketing strategies available to you makes it easier to choose the best one for the needs of your business and its customers. Choosing the right strategy is an important part of developing the right branding message.
Where to Get Help with Solar Branding
Solar branding is one of the best ways for a company to create loyal customers. It helps SEO, increases brand recognition and retention, and has a host of other benefits.
Branding isn’t always easy, and you can send the wrong message if even one element is out of whack. It’s easier to have someone help you communicate with potential customers.