The electricity market has moved from regulation to competition meaning that consumers have an added influence. Regulated utilities are as well becoming aware of the value of customer engagement. The most effective way of communicating with consumers is through a well-designed, strong brand. This is opening up new opportunities, both for the utilities and the customers. All marketing efforts need to rely on a strong brand work to be efficient, effective and deliver real results. The times of owning a share of the market are almost over – it’s time to earn a share of consumers hearts.