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Does the energy industry need branding?

As competition increases in the energy industry, being able to stand out will become even more important.

About 10 years ago Fridrik Larsen, who has a PhD in energy branding and works with the Icelandic CHARGE organisation, began doing research on the brands of energy industry operators. Larsen settled on the energy industry because he found that it was one of the fastest changing sectors on a global basis. He also runs Larsen Energy Branding, a company that helps energy industry operators build a corporate image.
CHARGE held its second energy industry branding conference this year.

“Energy companies can stand out from their competitors in many ways. Certain matters, such as service and operational reliability are generally handled well. A company can also try to create its own recognisable operating method – a brand. It can be modern or fun, or almost anything else,” outlines Larsen.

“It’s a good idea to study the market and look for an area where none of the competitors stand out yet. For example, one company is known for the fact that is works with electric cars,” explains Larsen.
Many companies rely on green values. According to Larsen, green is a challenging concept.
“Customers understand green in such different ways. For some, nuclear power is green while for others the opposite is true.”

A good brand means success

Larsen says that many energy industry operators are still quite unfamiliar with branding. A lot of companies don’t understand how important it is and operate without a clear idea of their own special quality.

“People might think that branding means external things, like logos and colours. Skilful branding goes deeper into a company’s operating methods.”
Larsen emphasises that brands are not built for appearances, but purely for money. A good brand helps the company succeed in increasingly tough competition. •


Tiina Miettinen, Fingrid’s Senior Vice President, Personnel and Communications, poses with TenneT’s Senior Corporate Communications Manager Koenraad Van Hasselt and Rosemary Steen, Director of External Affairs at the Irish company Eirgrid.

Fingrid receives recognition in branding competition

Fingrid receives recognition in branding competition A competition to determine the best energy industry brands was held in conjunction with the CHARGE conference. A total of 80 brands took part in this year’s competition, which was held for the second time and had six categories.

The best brands in different categories:

• Best established brand: E.on (Germany)

• Best challenger brand: OVO Energy (Great Britain)

• Best green brand: Greenpeace Energy (Germany)

• Best transmission brand: TenneT (the Netherlands and Germany)

• Best distribution brand: Elenia (Finland, headquarters in Tampere and Hämeenlinna)

• Best product brand: Nissan

Fingrid placed in the top three in the transmission brand category, as it did last year. The winner of the transmission brand category was TenneT, which operates in the Netherlands and Germany. Finland was also successful in the distribution brand category, which was won by Elenia. “Although we didn’t win, Elenia’s victory in the distribution brand category made it a great night.

According to the competition organisers, all of the finalists are winners and the differences between the companies are very small. We at Fingrid can be proud to place among the world’s top three energy brands,” says Tiina Miettinen, Fingrid’s Senior Vice President, Personnel and Communications. •