Plan for success and measure it.

• Author: Hamon, Chris
• Position: White River Valley Electric Cooperative, MO

As we enter a new frontier of providing electric service, the role of communication in the cooperative landscape has become increasingly more important. Our members are continually inundated with news of rate increases, climate change and the possibility of running out of power. What's more, the membership base of electric cooperatives is evolving into a younger, more disconnected populous. The generation of electric users who truly understand the cooperative business model and appreciates life with electricity is slipping away. The next generation of member-owners do not remember the day the lights came on. They expect reliable power at an affordable price. Amid the uncertainty of today's environment, one thing is certain; now more than ever we need a well defined brand in addition to strategic, integrated and measurable communication strategies.

It is my firm belief that to build and maintain a satisfied, engaged member base you must have a strong communications plan, coupled with adequate staff to successfully implement the initiatives. As member-owned entities we have a commitment to go the extra mile to ensure that our members have a voice and that they have an opportunity to be involved in the governing process.

Understand the Brand

The changes and challenges facing the energy industry are more easily met when we speak in one voice, clearly articulating who we are and what we stand for. Doing so gives us the opportunity to deliver on the promises of the cooperative business model and strengthen our performance, providing messages with greater consistency and relevance. It enables us to expand our reach, increase our recognition, and continue to build trust and generate confidence.

White River Valley ElectricCooperative (WRVEC) is a Touchstone Energy Cooperative and we work diligently to create brand awareness while demonstrating the four core values: accountability, innovation, integrity and commitment to community. To accomplish this, it's critical to have an understanding of what a brand is. To me, a brand is best described as the set of impressions that stakeholders have in a company. And it's important to note that it is not only the member who reacts to the cooperative's brand, but employees, board members, and business partners as well as the general public.

A successful branding process does not happen overnight and requires a significant amount of education for both members and employees. At WRVEC, we believe that every time...