Evolving Your Brand Identity

A utility’s brand and communications must meet the needs and desires of changing customers and employees. How can and how do utilities strategically brand and market themselves in this changing landscape? This track will explore how companies are enhancing their customer experience, delivering consistent communications and accurate messaging across a variety of channels, utilizing technology to maximize their message, and creating a customer-driven strategy across business units. External communications professionals, social media strategists, digital specialists and contact center employees are encouraged to attend, as are those individuals responsible for developing customer communications strategies.

Meet the Evolving Your Brand Identity Program Development Team.

March 10, 2020

10:15 AM – 11:45 AM
Looking Outside of the Utility Industry to Inspire Your Brand
Speaker: Steve Di Tirro, Manager, Vendor Operation, Google
This session will include a panel of speakers outside of the utility industry to inspire brand creativity, innovation and authenticity.

1:30 PM – 2:45 PM
Using Today’s Voice of the Customer to Improve Tomorrow’s Brand Value
Speaker: Lisa Flynn, Chief of Staff & Manager, Gas Operations, PG&E
Utilities that have successfully built strong brands by implementing the voice of the customer.

3:15 PM – 4:30 PM
Stand Up and Stand Out: Being Bold in Times of Adversity
Speaker: Sharon Tomkins, Vice President, Strategy and Engagement, SoCal Gas
Brands in the energy industry are facing increasing opposition as conversations around environmental responsibility, social issues and corporate distrust have become commonplace. How do brands that are trying to do the right thing face this adversity head-on, build trust with their customers, protect and improve their reputations and drive their own narrative? In this engaging panel discussion, you’ll hear from experts inside and beyond the energy sector on how to:
• Cultivate true connections with customers built on trust, to foster loyalty and advocacy
• Demonstrate that your company’s best interests align with your customers’ values
• Reframe the conversation by reinforcing your brand’s own positive story

March 11, 2020

9:45 AM – 10:45 AM
Why Being an Employer of Choice Matters
Speakers: Bobbi Schroeppel, VP, Customer Care, Communication, Human Resources, NorthWestern Energy
David Daer, Manager, Strategic Sourcing, Salt River Project
Attracting and retaining the best talent is a product of your brand, and your brand is a product of your employees. You want employees to be company ambassadors. Glean from partners the approaches they have taken to achieve a dynamic workforce with success in recruitment and retention.

11:00 AM – 12:00 PM
Enhancing Your Brand Image in a Rapidly Evolving World
Speaker: Annette Carrier, Program Manager, External Affairs, Arizona Public Service Company
A Utility’s brand and reputation are critically important. Every touch-point with customers is an opportunity to enhance that reputation. This session will explore both the opportunities and challenges of keeping up with a strong brand image in the face of a rapidly changing business and customer expectations.