What Can Brand Appeal Do for Your Utility?

Brand appeal has become a critical marker of a well-managed utility because it shows that the utility is going above and beyond to engage and connect with customers and, importantly, that their communications and outreach are aligning with the brand traits customers most value.

What Can Brand Appeal Do for Your Utility?

The best utilities recognize that there is far more to building a strong reputation in their communities than simply providing reliable service. From leading on industry innovation, service quality and proactive customer interactions to being engaged in the communities they serve, utilities that cultivate a strong brand presence in their customers’ lives are rewarded in several important ways.

• Brand appeal builds positive and profitable consumer behaviors: Both electric and gas utilities with strong brand appeal scores see increased support for rate increases and clean energy goals as well as higher adoption of energy consumption management programs.
• Strong brand appeal is a key factor during critical events: Utility customers whose utility boasts strong brand appeal are more likely to maintain high customer satisfaction scores during lengthy outages, rate increases, and other service issues.

Building Meaningful Brands 

However, while the data show that utilities are highly trusted by reputations, many continue to be weak in brand appeal. This weakness signals a need for significant work to be done on building meaningful brands. The utility industry would be well served by growing brand traits such as being innovative, environmental stewards, socially responsible and customer focused.

An investment in brand appeal is well worth it, as utilities with strong brand appeal see higher customer satisfaction, engagement and Net Promoter Scores (NPS)^*.

Brand Appeal Sets Your Utility Apart

Ultimately, brand appeal is a critical factor in the utilities industry as we aspire to significantly influence customer behaviors and engagement.

Understanding the importance of brand appeal and leveraging tools like the J.D. Power U.S. Utility Brand Appeal Index Study can help utility companies measure and enhance their brand appeal effectively.

By building customer trust, delivering exceptional experiences, and addressing customer issues in a timely manner, utilities can create a strong brand appeal that sets them apart from competitors and fosters long-lasting customer relationships.

To learn more about the U.S. Utility Brand Appeal Index Study, reach out to your J.D. Power representative or contact us today.

*Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score℠ is a service mark of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.