Solar brands got a decade-long head start with government support. That cushion is vanishing. The ones that built more than a discount pitch will make it through. Everyone else is playing catch-up.

The Investment Tax Credit is ending. Seven billion dollars in Solar for All funds may disappear. Energy companies need to answer for what their brand stands for once the deal is gone.

What to Do Now

The strongest brands are already adjusting. They are making changes that last. Not just to messaging, but to what they sell and how they work.

1. Clarify Your Brand Purpose

Customers are tuning out vague promo language. They want to align with something.

Decarbonization. Energy independence. Local resilience. If your story still opens with incentives, rewrite it.

2. Shift Solar Customer Education Beyond Incentives

Most buyers don’t know how to judge clean energy products. They default to price and promo language because that’s what they’ve been taught to expect.

Use your messaging and sales process to teach what good actually looks like. Explain performance, warranty, service, and timelines in plain terms. The more they learn from you, the more likely they are to trust you.

3. Treat brand as a signal of trust

Most offerings sound the same. Brands that earn preference show consistency and clarity over time.

Drop the fluff. Say what you mean. Make it easy to believe you.

4. Stay in front of policy changes

Silence creates doubt. When funding or regulation shifts, your customers should hear from you before they hear from the news.

Have something ready. Even a short update helps.

5. Don’t wait for permission to evolve

The brands that will grow out of this are already testing new models. HVAC. Roofing. Financing. Whatever adds real value and fills a need.

Start small. Use clear checkpoints. Keep what works. Drop what doesn’t. This is the work.

What We're Seeing

Buyers are sharper. They expect more.

• Homeowners know the ITC is ending. They want long-term value, not urgency bait

• Enterprise buyers are prioritizing delivery, not discount

• Scarcity-led messaging is backfiring in high-trust categories

The leaders aren’t clinging to old scripts. They’re rewriting the offer entirely.

The next phase of this industry won’t be led by whoever had the best incentives. It will be led by whoever builds trust fastest. We’ll help you get there.

Let's talk.