Energy companies often provide services to large areas and populations, and because of their enormous infrastructure, investments usually exist as the sole provider of those services. But being the only fish in the pond does not forgive some of the poor branding decisions we see coming out of a few companies in the energy sector. Brand names hold a tremendous amount of power, and when your biggest brand is the namesake of the company, it is of paramount importance.
Let‘s take a look at two examples below:
According to their website, “THE FCTR E [pronounced “The Factory“] helps consumers take control of their energy system at home“ and focuses on building homes that “[are] all set for a fossil–free future.“
Intentional alternate or eclectic spellings of brand names have been around forever, and plenty of successful brands have utilized the tactic. Whether you are buying some Froot Loops at Publix or waiting in line at Chick-Fil-A, you are bound to see some stylized spellings in brands.
That doesn‘t mean it is always a good idea, though, and here we see a brand that may have taken the tactic too far. FCTR E isn‘t close enough to the word’s actual spelling (even phonetically) to be consistently recognized. The last thing you want is consumers not being able to pronounce or understand any brand, much less so when it‘s your company name.
Additionally, you want to consider any negative connotations connected to your brand. A company that pushes fossil-free energy solutions may have overlooked that factories are associated with pollution and other negative attributes that will transfer to their brand when related to this name. They probably should have considered that the “factory“ concept may not appeal to builders looking for luxury e-home solutions.
Bulb is a Texas–based renewable energy company that started “with the idea that the energy industry could be simpler, cheaper, and greener.“
A quality brand name conveys the mission and concept behind the brand. As a rare, one-syllable name, Bulb communicates simplicity and honesty. This name is straightforward, communicating a company dedicated to providing cost-efficient solutions to their clients, or, in their words, they “don’t believe in plans that sound too good to be true. So [they] don’t offer them. [They] have just one simple plan,” to provide the “best possible price each month.“
Additionally, this name utilizes a dictionary or common usage word. As a commonly understood word, it communicates something specific to its target audience. In this case, it conveys energy, power, and electricity. It also greatly aids in the overall memorability of the name. The downside of utilizing a short, one-syllable, common usage word as your brand name is that they can be more difficult to protect legally. When you research bulb, many other products and companies use this descriptor; however, it appears that Bulb is not used as commonly within the energy sector and is not as a corporate identity, making this a powerful name candidate.