The important local hero effect
Posted: Sun Apr 20, 2025 9:48 am
This is precisely where targeted brand communication for municipal utilities comes in. Its task must be to create long-term emotional bonds with people. Fortunately, unlike national providers, regional utilities and municipal utilities have a wide range of themes at their disposal: personal proximity, regionality, social engagement, civic support, support for clubs, and sponsorship of local events.
But pure emotional appeal alone isn't enough. Especially in digital media, and especially in the numerous social media channels, people are always looking for added value. What does the brand offer me personally? What advantages china phone number data do I gain from it? Those who have strong answers to these questions generate something that is highly relevant to consumers: real added value.
Mockup of various social media postings that should illustrate how we get emotionality in a brand
Added value factor
We only follow brands if we expect something from them. For fashion brands, it's the latest style that allows us to stand out from the crowd – for food & beverage brands, it's the unprecedented taste experience. As mentioned at the beginning, the products of municipal utilities are no different from those of other energy providers. So, you're not cooler, hipper, or happier just because energy from the municipal utilities comes out of the grid. If it's not the products themselves, what could it be that creates a lasting bond between people and the municipal utility as a brand?
But pure emotional appeal alone isn't enough. Especially in digital media, and especially in the numerous social media channels, people are always looking for added value. What does the brand offer me personally? What advantages china phone number data do I gain from it? Those who have strong answers to these questions generate something that is highly relevant to consumers: real added value.
Mockup of various social media postings that should illustrate how we get emotionality in a brand
Added value factor
We only follow brands if we expect something from them. For fashion brands, it's the latest style that allows us to stand out from the crowd – for food & beverage brands, it's the unprecedented taste experience. As mentioned at the beginning, the products of municipal utilities are no different from those of other energy providers. So, you're not cooler, hipper, or happier just because energy from the municipal utilities comes out of the grid. If it's not the products themselves, what could it be that creates a lasting bond between people and the municipal utility as a brand?