Branding your Solar Company - Do you need it?

Unsure about branding for your solar company? Stand out, attract new customers and keep current ones with a consistent image, message and reputation

January 31, 2023
Unsure about branding for your solar company? Stand out, attract new customers and keep current ones with a consistent image, message and reputation
Lucian Wu
Lucian Wu

Ready to take your solar company to the next level? A strong brand can do just that! Having a consistent image, message and reputation can help you stand out in a competitive market, attract new customers and retain your current ones. 

In this article, we'll show you why branding is crucial for your solar company and how to create a brand that resonates with your target audience.

A well-executed branding strategy can 

  • Elevate your company
  • Increase brand awareness
  • Attract new customers. 

Reasons why a solar company might need branding

If you hear yourself thinking about some of these, then you should consider branding.

“We're evolving, let's reflect that in our brand”

As you change, your mission and values may change too. Branding can show that you’re moving in a new direction and align your image with your new goals.

“We need to reach a new audience”

As the solar industry changes, your target audience may change too. Branding can help you to connect with new customers.

We need to stand out

The solar industry is getting more and more competitive, and Branding can help you to stand out and be different from others.

We need to be current

The solar industry is advancing quickly and we need to keep up. Branding can help you to reflect the latest trends and technologies and stay relevant to your target audience."

Make branding a strategic decision by understanding your company's goals, target audience, and competitive landscape. 

Execute it with a detailed plan and keep everyone informed throughout the process.

4 simple steps for branding your solar panel company

1. Purpose and mission: 

Clearly defining the company's purpose and mission and ensuring that the new brand aligns with it is one of the most important steps in a rebrand. The brand should reflect the company's values and communicate its unique selling points to customers. 

It's important to be clear about what the company does and what it stands for, and to make sure that the brand reflects this. The new brand should also be consistent with the company's overall vision and strategic goals.

Example: Tesla’s Mission Statement

To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible. 

Tesla is clear on its purpose and mission as it is focused on accelerating the world's transition to sustainable energy. 

This mission is reflected in all aspects of the company's operations, from the design of its electric vehicles to its investments in solar and battery technology. Additionally, Tesla is also committed to reducing the environmental impact of its operations and products. This clear and consistent purpose and mission have helped Tesla to establish a strong brand and attract a loyal customer base.

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2. Target audience

Want to create a brand that your target audience will love? First, you need to understand them. Dive deep into their demographics, psychographics and behaviours to determine what drives their purchasing decisions. With this information, you can create a brand that speaks to their needs and values and positions our company as a trusted solution.

Demographics are their:

  • Age
  • Gender
  • Income
  • Education
  • Location, etc.

Psychographics are their: 

  • Attitudes
  • Values
  • Interests
  • Lifestyle

To take it a step further, consider using personas. These are fictional characters that represent our target audience - to understand their needs, pain points, and preferences. 

Here’s an article of us discussing the 4 main types of solar customers.

Using this approach, we help our clients to get a better understanding of their customers. This is typically done via a workshop where we dive deep.

Here’s what Leigh Lo-Nigro from We Wire Solar said after our workshop:

"I now feel like I have a competitive advantage against my competitors because I now understand my customers."
Leigh Lo-Nigro

Brand Attributes

Developing a new logo, colour scheme, font, and messaging that aligns with the new brand identity is crucial for creating a consistent and recognisable brand across all touchpoints. 

The new visual identity should be easy to recognize, memorable and appropriate for the company's target audience and industry. The messaging should be consistent and reflect the company's mission, values, and unique selling points.

Typically, you would use words to describe your brand, such as “professional”.

But what do those words mean exactly? 

But that’s too broad.

Too ambiguous.

We need to dig deeper. We need to drill down into better-defined words. Words that define you more. They can be words such as:

  • Masterful
  • Exceptional
  • Disciplined
  • Competent
  • Proven
  • Well Regarded

Example of great branding of a solar company

The words you might use would be:

  • Family-friendly
  • Approachable
  • Easy going
  • Casual
  • Fun


Ensuring that the new brand is consistently applied across all touchpoints, including marketing materials, website, and social media, is important for building brand recognition and credibility. Consistency in branding across all platforms will help customers quickly identify the company and its products or services. Inconsistency can lead to confusion and mistrust.

These are just a few things that a rebrand will touch for your solar company, including:

Visual identity: 

The visual identity of a solar company includes elements such as the logo, colour scheme, typography, and imagery. But it could also include the equipment you use, such as your truck.


The messaging of a solar company should be consistent and communicate the company's value proposition, mission, and services.


A solar company's website should be designed to reflect the company's brand and provide easy access to information about the company's products and services.

Marketing materials: 

Marketing materials such as brochures, flyers, and business cards should be designed to reflect the company's brand and communicate the company's value proposition.

Social media: 

A solar company's social media profiles should be consistently branded and used to communicate the company's mission, values, and services.

Go Sunny’s website has the same consistency in branding as their truck

What happens if a rebrand goes wrong:

But of course, there’s a risk with rebranding your company. 

If a rebrand goes wrong, it can have negative consequences for your company. Some potential issues include

Loss of brand recognition: A poorly executed rebrand can cause customer confusion and loss of brand recognition, resulting in a loss of loyalty and trust among existing customers and making it difficult to attract new ones.

  1. Reduced credibility: A bad rebrand can also harm a company's reputation among customers, partners, and investors. This may make it more difficult for the company to obtain new clients or funding.
  2. Negative customer reaction: If a rebrand does not align with customer expectations or preferences, it may result in negative feedback and a decrease in customer satisfaction.
  3. Brand awareness may decline if the new brand identity is not effectively communicated to the target audience during the rebranding process.
  4. Decrease in Sales: A poor rebrand can also decrease sales, as the new brand identity may not resonate with the target audience.

To prevent these negative outcomes, it's important to take a strategic approach to rebrand and thoroughly research and test the new brand before fully implementing it. It is also important to communicate the rebranding and the reasons behind it clearly and effectively to all stakeholders and to continuously measure the effectiveness of the new brand and make adjustments as needed.


In conclusion, branding is an important step for solar installation companies looking to elevate their brand and stand out in a competitive market. 

A successful rebrand requires a clear understanding of the company's purpose and mission, target audience and how to solve their audience’s problems.

The rebranding process should be executed with a detailed plan, clear communication to all stakeholders, and ongoing evaluation and measurement. 

If you would like to chat with us about whether this is suitable for you, please get in touch.

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