Hooray! A Solar PV Brand Is Finally a Household Name! Except the Brand Is Solyndra. Bummer.

On the one hand, it’s a dream come true for a solar marketing geek like myself: Finally, average Americans can name a solar panel brand! Sadly, that brand is Solyndra. While I know it’s easy to get (in)famous for failing so publicly, the truth is that there was never a Solar PV Brand King to unseat in America, and that has led to the entire solar PV industry being painted with Solyndra’s black eye.

I know, I know. The entire solar PV manufacturing family does not reflect Solyndra, but from a marketing perspective? Your individual lack of aggressive solar PV brand building has made the Solyndra failure far worse for yourselves and the entire U.S. market.

Think about it:

If even one solar PV manufacturer had been a household solar PV brand name Before Solyndra (B.S.), then it would be much more difficult for solar industry foes to paint the entire industry as “not ready,” and solar subsidies as “a waste of tax payer money.”

While quality brands are indeed out there, most people can’t point to the  “Apple” or the “Harley Davidson” equivalent of the solar industry. And don’t tell me that solar has plenty of consumer household electronic brands that also manufacture solar PV. I know you all, and I wish you well, but with all due respect, Joe and Jane Consumer know you for your televisions and your toasters, not your solar PV panels. I don’t have to put thousands of dollars in marketing research to know that, and neither do you.

Now, you’re going to say to me, “But Solar Fred, consumers don’t pick the PV panels, installers do." My response to that is that your company's lack of consumer outreach and brand loyalty initiatives have allowed that to be the case. It doesn't have to be that way.

And then you’re going to say to me, “But utilities don’t really care about brands and PPA developers don’t care about brands. They just care about bankability and $/watt or $/kWh.” And my response to that is that if you’re in a price-conscious commoditized market, then it will be earned brand relationships and loyalty that will close the sale when the buyer is faced with two equally priced, bankable PV panels.

So, whether you manufacture in China, Taiwan, Japan, Germany, or the good ol’ USA, you now have an easy target to displace Solyndra as a household solar name, and you have a great reason to do so: Because your growth depends on it.

Yes, thanks to Solyndra, your expansion in the U.S. market now requires more effort to convince American consumers, utilities, corporations, and our shortsighted politicians that solar PV not only works today, but that it is also more cost effective and safer than dirty-polluting-exploding-will-one-day-run-out-energy and that other "alternative" oops!-glow-in-the-dark-for-1,000-years-in-my-back-yard kind of energy.

Of course, you could just hold back from changing anything in your organization and say, “Meh, this too shall pass,” and you’d be right. Of course, people say that about kidney stones too, but wow, do they hurt. Those same people want them to pass sooner than later. Don’t you and your stock holders want that kind of metaphorical pain relief? Judging by recent solar PV stock prices, I think so, and a good brand loyalty campaign is a great place to start.

So, my challenge to you and your solar PV module marketing team is to plan now to take away Solyndra’s PV brand crown. It's time to finally create national solar PV brands that consumers and businesses recognize and ask for by name and (positive) reputation.  

How are you going to do that? I could tell you, but to be honest, it starts with your CEO. Because the reality is that without his or her permission and encouragement, you and your marketing department will sit on your hands, not wanting to rock the boat. But please, rock the boat, just a little. Here's how: Show your CEO this post, and just ask him what he thinks about this huge market building opportunity. My hope is that he will give you permission and resources ($$$$) to start a new, creative branding campaign that lets America know who you are, what you’ve done, and why you’re in the solar PV business for the long haul.

If executed well, I sincerely believe that Americans will soon forget the pain of Solyndra and fall in “company luv” with your various solar PV brands. And I say brands because we never want to have another Solyndra again, and if we do, then my hope is that consumers and the media will quickly point at many brands as examples of great solar PV success.  

It could happen. As always, UnThink Solar.

Tor Valenza a.k.a. “Solar Fred” advises solar companies on marketing, communications, and public relations. Contact him through UnThink Solar or follow him on Twitter @SolarFred.

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