Brand storytelling: How energy brands can use analytics to build trust
Do you trust your energy provider?
For most the answer is most likely ‘no’.
In fact, 73% of people say they don’t fully trust their energy provider. That number is probably higher when you consider energy brands in general.
Consumers today often feel they are opaque, purely profit-driven, and disconnected from their customers (excuse the pun).
How can energy companies and marketers change that?
Data storytelling is one way to increase trust.
The importance of data
As marketers, with so much data available every day, it almost becomes meaningless.
But, as a consumer, data can provide much needed proof behind seemingly ‘fluffy’ claims.
As consumers become increasingly cynical, they believe what they can see and verify rather than just what they’re told.
This is especially true for energy companies.
Data turns corporate claims into evidence-backed storytelling.
Some examples of data in marketing include:
- Stating how much you’ve reduced your carbon footprint by
- Breaking down price lists or showing how they’re made up
- Quoting customer satisfaction figures
- Highlighting the proportion of product that you deliver on time
How to make data trustworthy
But before you go adding figures and data to every piece of marketing you do, you need to ensure that it is used for a reason, and for most energy brands that is building trust.
To build trust using data, you need to ensure that it is tied to your brand story, used in line with your messaging, and is more than just an empty figure on an ad or in a presentation.
A good guide is the 3 C’s: clarity, consistency, context.
To explain further, clarity represents the importance of clear, understandable messaging. You could use the most amazing figures ever but if the target audience don’t understand it then it’s pointless. You need to simplify any complex figures into customer-friendly messages and visuals.
As the saying goes, consistency is key. You need to reinforce the messaging time and time again. You should decide on the key claims or messages for your brand and then use the data that you have to support those claims. This transforms the data from random numbers and figures to trustworthy pieces of information.
Context is arguably the most important of all. This is the story that is crafted around the data. The way that you connect with your target audience. And the way that you turn empty figures into marketing magic. You need to explain the figure, and why it matters, not just what it is. Relating your data to your audience’s lives and pain points is the most effective way to do this.
A bonus C is comparison. When you have the data to use, you can reinforce your messaging by comparing your data to your competitors or even your own progress. For example, if you were trying to stress the importance of sustainability to your business, you could run a campaign on the changes you have made to be more sustainable and share firstly, your activity versus your competitors, and secondly, your progress versus previous years within your own business – you can read more about sustainability marketing and how to avoid greenwashing in another blog here.
But how do you turn data into a story?
Step 1: Identify what matters most to your customers. This is their pain point, and a way for you to connect with them. Is it a cost-saving? Is it sustainable options? Is it a good helpline with instant answers? To find it, survey your current customers, read review boards, or speak to customer service colleagues who interact with the public the most.
Step 2: Relate your offering to that pain point. Show how you can solve the problem or at least make it better. This is your pitch but focused on them, rather than yourself. For example, if their pain point was the cost of energy then your messaging would be along the lines of saving households money.
Step 3: Add in the data to your narrative. Once you have decided on your messaging, you add in the specific data. Adding the data to your narrative rather than crafting the narrative to fit your data means that it will be more relevant to your audience and focused on your ideal customer. For example, if your messaging revolved around saving households money, you could add data on how much your customers can save on their annual bills versus another business in your industry.
Step 4: Deliver it in the best way for your target. In your prior research into your target customer and audience, you will hopefully have learnt the best ways to market to your audience. What formats they prefer, infographics, static images, or videos for example. If not, A/B testing will be your best friend. You need to ensure that you are showing up in the best way for your audience.
Benefits for energy businesses
Data storytelling and building trust with your customers will set you apart in a historically distrusted sector.
It positions your brand as a trusted source, not just making claims but also proving those claims.
In the competitive energy industry, it’s easy to fade into the noise but with data and a little extra thought into how to relate it to your target audience, you can differentiate yourself.
Transparency also encourages customer loyalty. When you prove, repeatedly, that your claims can be backed up, trust begins to grow.
Who does it well? Octopus case study
Known for their pink mascot, marketing activity, and straight-talking, Octopus Energy are the industry challenger.
They are open with their customers, transparent with their pricing, and often share resources for those looking for more information.
For example, in their latest summary of changes from 18th December 2025, they have shared information on the price increase, how it will affect customers, and set themselves apart from other energy companies (source).
The Octopus Energy blog and social media accounts are a resource for both personal and business customers, gaining the trust of millions.
Their effective marketing and customer service approach has resulted in a 4.8-star score based on 729,000 reviews on Trustpilot (as of December 2025) and many endorsements by Martin Lewis, whose website and emails reach millions of consumers every month.
Final thoughts, the importance of data storytelling
In a world where information is available at our fingertips, almost anyone can find the answer to any question.
Audiences are becoming more informed, using AI and search engines to educate themselves and find the best deals.
But, if you can craft the narrative that relates to your target customer, and build trust using data, you can stand apart from the rest of the industry.
While others focus on claims and promises, if you focus on what you are already doing and data to prove it, you can build a relationship with your customers.
Not sure where to start? We’d love to help! You can contact us here.
