Utilities operate at massive scale. From infrastructure to employment, everything is bigger. And the stakes are higher. From internet to energy, utilities are uniquely enabled to impact change and fuel growth in their communities. So it is paramount for utilities to articulate their vision for the future.
Be more than a provider. Be a leader.
What is your big, bold plan to transform your footprint? To empower your stakeholders? Your day-to-day operations are simultaneously mundane and complicated – perhaps literal rocket science. Extolling a meaningful mission wraps it all in a flag of purpose for your customers and regulators. You’re not just providing a better service. You’re creating better opportunities.
Nice dream. But what have you done for me lately?
World-changing intentions don’t mean much to customers during an outage. It’s critical to also quantify your commitment in terms of today. Exactly what are you doing to decrease interruptions? How much faster is your response time? How many jobs are you creating? How many volunteer hours are you clocking with STEM programs? Even though your service is changing lives and communities, you’re still a commodity when the monthly bill is due. Accountability matters. The more facts, stats, and details you have to support your value, the better. Be clear. Be helpful. Be relatable to daily life.
Wave that flag and keep your boots on the ground.
A loud and clear brand promise provides a north star during the inevitable crises that come with the territory of providing critical service to millions of customers across thousands of miles. It also helps communicate scope and intent with regulators. It can even manifest new opportunities to live into your mission by bringing new partners and collaborators to your table. But you can never forget the customer. They pay the rate. Make sure they know what they’re getting on every level.
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