Rediscovering Black Gold

Black gold conjures a powerful image.  However, it’s not such a positive image.  But, why not?  Oil actually is ‘black gold’ after all.

Many hear the word oil or see oil company logos and there’s often a negative connotation attached to it.  One might think of baby ducks drenched in a black liquid being washed in dish soap.  For others, it conjures up an image of destruction, a negative impact on wildlife, and the list goes on….

Given that oil is ‘black gold’, then why is the oil industry’s image suffering?  Just over 200 million Americans drive cars powered by oil.  Transportation is a primary foundation of our culture and yet we downgrade the force that drives us forward—literally and figuratively.  The industry’s image is suffering for one reason:  A lack of aggressive brand identity, image and awareness advocacy.

The oil industry is a necessity for every one of us.  Without it you wouldn’t be on your computer right now.  Nearly every individual on the planet relies on oil in some capacity, whether their food is imported on cargo ships or they use medical devices made from oil by-products, or oil is used to heat our homes.  Oil is a critical aspect of life in the modern age.

The oil industry is responsible for how people perceive them and how they communicate about what they do.  The industry has the opportunity to focus on energy facts that will win the hearts of the consumer.

The brand identity and image mantra is this:  Every action you take should advance the brand’s equity and value.  Continue to elevate and position your brand with positive associations through every engagement point—day by day, week by week, year by year.  Somewhere along the way however, the oil industry failed to maintain this standard, hence, their corroded brand industry.  If the oil and gas industries brand standards were as comprehensive as their safety standards today, there would not be a public perception issue.

A method of maintaining a cohesive, positive brand image is the education of your consumer through employing brand awareness via media.  Exxon Mobil has recently launched a campaign of this type, illustrating how ‘energy isn’t just flipping a light switch’.  Cleverly, they’ve illustrated the process required to create energy.  Why does this matter?  Because ensuring you’re connecting with your target audience and not focusing too heavily on the business aspects of the brand helps keep consumers engaged.

The oil industry not only owns the category of energy, but multiple other areas as well.  From cars, to cosmetics, from shower curtains, to crayons, the oil industry is a major contributing factor.  All of these verticals are gaping categories that the oil industry has neglected to own and capitalize on.  The opportunity is available, it’s massive—but neglected.  With social media emerging, that is a luxury the oil industry can no longer afford.

The oil industry has multiple opportunities to revitalize their brand image.  Repositioning and rebranding is the solution to building trust in the customer’s mind and heart.  Let’s talk about energy and its power to create our future!

For more information on brand identity contact Howard Lim – President, Business and Branding Expert—Howard@HOWCreative.com