Revitalising Your Brand: A Guide For Energy & Utilities Marketers

Attracting new customers and retaining existing ones is crucial for energy and utilities providers. Your brand identity could be the key to staying relevant as technology advances, competition intensifies and customer expectations shift. Both longstanding traditional providers and newer entrants to the growing renewable sector can utilise a unique and strong digital brand to stay ahead of the curve.

Having worked on digital transformation and branding projects with Northern Energy, Optinet and Pulse Fibre, we're well versed in the Energy & Utilities sector. We also understand that taking on a new digital project can seem complex and overwhelming. That's why we're here to guide you through every step of the process, helping you turn up your brand and achieve growth. As a taster, we've outlined three key areas that energy and utilities brands should be focusing on in 2025. Keep reading to find out what they are, and reach out to us if you're feeling inspired to start a project!

User-centric web design - simplifying experiences

Many customers find it complicated to mange their energy services online. Complex pricing and transaction processes can leave customers struggling to understand their options and bills. This confusion frequently leads to increased call centre volume and customer frustration. The solution? A user-centric website build that transforms complicated information into intuitive, easily digestible content. A focus on customer preferences can increase engagement, trust, satisfaction, and retention.

Modern energy websites must prioritise mobile experience. Responsive design is no longer optional, as over 70% of customers prefer managing their utilities via smartphone. Your digital presence should seamlessly adapt to any device, so customers can report outages, view and pay bills, or check their usage on the go.

Accessibility isn't just about compliance - it's about serving your entire community effectively. Energy services are essential utilities that every customer needs to access and understand. By implementing thoughtful web design principles that consider diverse user needs, you're not just meeting regulations; you're demonstrating your commitment to inclusive service delivery.

Real-World Success: Transforming Customer Experience

Our collaboration with Northern Energy, a prominent LPG and domestic heating oil supplier, showcases the power of user-centric design. We developed an intuitive website with a seamless e-commerce feature which enabled homeowners to effortlessly manage their energy needs. The redesigned platform allowed customers to efficiently select fuel quantities, choose delivery dates, and access transparent pricing information.

Read the full Northern Energy case study.

Smart data capture - driving growth

In 2025, data is the new currency for energy and utility brands. Forward-thinking marketers know that strategic data capture creates meaningful opportunities for engagement and driving business growth.

The most successful brands are reimagining data capture as a value exchange. Energy calculators that help customers understand their potential savings, carbon footprint, or optimal energy plans are all excellent examples of interactive content experiences that customers actually want to engage with. These tools are useful for customers and capture critical lead information in a way that doesn't feel transactional.

You can build on this by implementing multi-step plans that collect customer information across many interactions. Potential customers might start by downloading a sustainability report, then engaging with an energy savings calculator, and eventually providing more detailed contact information for a personalised consultation. Each touchpoint becomes an opportunity to build trust and capture increasingly valuable data.

Content strategies can be powerful data capture mechanisms. Develop gated content like comprehensive energy efficiency guides, industry trend reports, or exclusive sustainability webinars that provide genuine value to your target audience. By creating content that speaks directly to the challenges of energy management, you're positioning your brand as a thought leader in the sector, whilst collecting valuable leads.

Mobile apps and customer portals offer rich data capture opportunities. Gamification elements can incentivise information sharing. For example, energy-saving challenges, personalised efficiency recommendations, or rewards programs can encourage customers to provide more detailed profile information.

Turning visitors into prospects

Our work with Optinet, a leading business connectivity company, demonstrates the art of strategic data capture. We strategically integrated lead generation forms throughout their website to simplify the process of capturing visitor information. Showcasing services, case studies, and success stories optimised the site to transform casual visits into meaningful business opportunities.

Explore our work with Optinet in the full case study.

Visual storytelling - bringing your brand to life

In an industry often perceived as impersonal, visual storytelling is a powerful way to connect emotionally with customers. A cohesive brand identity makes it easier to tell compelling stories, like a commitment to renewable energy or steps to power local communities. Through strategic visual content, you can transform these into engaging experiences that resonate with your audience. Key elements to consider include logos; colour palettes; typography; brand voice; imagery and graphics; as well as adaptability and consistency across platforms.

Complex energy concepts become approachable through well-designed immersive websites with infographics and interactive visualisations. Instead of overwhelming customers with technical jargon about smart home integration or energy efficiency, try using dynamic visual content. Interactive tools that show cost savings, environmental impact, or usage patterns can turn passive consumers into engaged participants.

Video content provides an authentic window into your organisation's work and values. Share the dedication of your emergency response teams, showcase improvements that ensure reliable service, or highlight community involvement initiatives. These visual stories help build the trust and emotional connection that turn satisfied customers into brand advocates. This kind of content can also be repurposed across a range of channels. This creates extra touchpoints, attracting new customers and keeping existing ones engaged.

Crafting a compelling visual identity

Our partnership with Pulse Fibre, a cutting-edge broadband provider, illustrates the transformative power of visual storytelling. We created a brand identity using colours, fonts, and design elements that capture the essence of speed and innovation. New brand language embodied the company's commitment to technological advancement, turning a simple visual refresh into a powerful communication tool.

Discover Pulse Fibre's full visual branding journey here.

2025 is an exciting year for the energy sector, and your brand can lead the way with some simple digital branding tactics. Show + Tell's sector experience can propel your business forward with a digital presence that excites and engages your target audience. With our guidance, your brand can stand out in a saturated market with a compelling and memorable digital identity.

If you’re looking to stay ahead of the curve, contact us to request your free brand consultation today.