The energy sector is experiencing its own revolution, driven by three forces pushing it toward change: digitalization, the transition to renewable energy, and the new role of the consumer. A sector that, for years, was monolithic and dominated by large corporations, is now compelled to renew itself and reconnect with a consumer who is no longer passive. Today, consumers are informed, make decisions, and demand more. In this context, branding has become a beacon, guiding companies—whether traditional or new players—through this sea of transformations. We've seen this recently with the rebranding of Cepsa, Spain's oldest oil company, which has now been renamed Moeve, a brand change aimed at conveying its strategic shift toward renewable energy.
Branding is much more than a superficial layer; it’s the tool that defines how a company emotionally connects with its customers, which is crucial in a sector where the product — energy — is invisible and seemingly undifferentiated. The switch that powers our lives is the same, no matter who supplies it. So, where does the difference lie? In the brand. This is where energy companies find the key to stand out, build trust, and foster long-term relationships in a market where price and complexity have eroded customer loyalty and confidence.
A dual reality
Companies like Cuerva, with over 85 years of history, are an example of how branding can reconcile tradition with innovation. We worked on their rebranding, transforming their identity to adapt and lead in a changing market. Their new brand embodies their commitment to renewable energy and innovation, embracing their legacy while looking to the future with determination. Beyond the new identity, the key for Cuerva has been the activation of the brand, enabling them to speak the language of a more conscious consumer, building a community that goes beyond energy services.
On the other end of the spectrum, we find companies like RatedPower, which has been a digital company since its inception. Specializing in optimizing solar plant design, their brand has been a vehicle from the start for connecting with clients, stakeholders, and global talent. Branding –and Soluble, over the last 3 years– has supported them as a business asset in every stage of their growth, helping shape their identity in a global context. Now, after its acquisition by Enverus, their brand is evolving and strengthening, ready to seize new opportunities in a world increasingly focused on sustainability.
Consumers have changed
The most profound change comes from the consumer, who has ceased to be a mere energy recipient and has become an active, informed agent, concerned about the impact of their decisions. Today, customers seek brands that share their values. They want energy that is sustainable, affordable, and transparent. Branding must reflect these values, creating a brand experience that goes beyond price and product, forging a relationship based on trust. An experience that delivers on the brand’s promise.
Emerging technologies, such as smart meters or solar panels in homes, have given consumers more control over their energy usage. In this context, energy companies need brands that help them communicate their value proposition, empowering users and giving them the tools to make informed and responsible decisions.
The digital opportunity
Digitalization has come late to the energy sector, but its impact is proving to be revolutionary. As has happened in banking or telecommunications, where technology has enabled a better user experience, energy companies are beginning to offer digital platforms that allow customers to monitor their consumption in real-time and adapt it to their habits. Artificial intelligence is also consolidating its position as a tool for optimization and personalization; a way, in short, of establishing and consolidating ties in day-to-day life.
These platforms present a unique opportunity for brands to transform their relationship with customers and position themselves as leaders of change, demonstrating efficiency and a genuine commitment to the well-being of both their clients and the planet.
A bright future
The energy sector faces enormous challenges, but also an unprecedented moment of opportunity for those who strategically activate their brands. Companies that manage to ride this wave of change, using branding to authentically connect with their customers and lead the conversation around sustainability, will have a competitive advantage to shine.
The brand really is a true engine of change for energy companies, capable of lighting their way to a more sustainable future, differentiating itself, and building an honest, lasting relationship with consumers who are looking for much more than just energy.
