Branding a Solar Energy Company

James Glover - October 29, 2013

Strategic Tuesday/Positioning

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Positive Energy Solar

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are talking about branding with a New Mexico solar energy company. 

On our radio show Ask Those Branding Guys, we spoke with Regina Wheeler, CEO of Positive Energy Solar; a company that installs solar power equipment for homes, business and institutions.  The market for solar equipment has become more competitive and costs have fallen.  Consumers may now see a payback in as little as 8 years and numerous financing and support programs are available.

From a branding perspective, Glover observed that the company could not have a better name.  The tagline of “It Pays to be Positive” also does a great job on numerous levels as it conveys the sentiment that is pays to both install solar equipment and chose Positive Energy Solar.

Wheeler shared that the marketing environment has been very dynamic and is constantly changing.  Currently, 60% of Positive Energy Solar business is derived from referrals and customers are incented to refer others.  Parties and events are also a successful advertising method.  Marketing effectiveness is monitored and methods are revised as needed.  Wheeler knows it is important to remain top of mind, especially for a product that has such a long purchase cycle.

Positive Energy Solar’s biggest challenges include an evolving demographic where the target market is shifting from an older, wealthier customer to a younger client.  They are also in a market where there are competitors that run very aggressive advertising campaigns.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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