4 Benefits of Branded EV Charging Stations

These days, just about everything can be branded. In fact, we’ve even seen some strange branded items, but ultimately, when you’re branding something, it should be adding value to your business. For property owners and retailers, branding can be big business as it has the potential to attract the right tenants and the right customers. For that reason, branded EV charging stations have the potential to achieve those goals, add value to your business, and provide an additional revenue stream. If the thought has crossed your mind, if you’re considering adding EV charging stations to your property or business, then it’s worth looking at the value branded stations can add.

Quick Links

• EV Charging Business Model Basics
• What is a Branded EV Charging Station?
• 4 Benefits of Branded EV Charging Stations

EV Charging Business Model Basics

Think back to the first time you saw public EV charging stations. Chances are it was early in the game when charging stations were rare. At that time, one of the biggest myths regarding EV charging stations was that they were provided merely as a public good or service. As EV technology has evolved over the last few years, that myth has been all but destroyed. While some charging stations may follow that business model, many more exist and, with the right EV charging solution provider, you can be as flexible with those models as you need to be.

Let’s take a quick look at the options available.

Free EV Charging

As implied, this model involves offering free EV charging for residents, employees, customers, or guests. While the EV charging is free, that doesn’t mean this model comes without its perks. In fact, free charging may attract businesses, customers, and residents, while relying on the revenue generated by these individuals to offset costs of installation and utilization.

For those who chose this model, the ability to attract top talent or high paying residents/occupants while boosting brand image or corporate reputation, the trade off seems simple. Further, those utilizing this model are typically offering only Level 2 charging to occupants who have decent dwell time (an hour or more). Why Level 2? 

• It can help limit the drain on the grid
• It encourages dwell time for shoppers
• Residents/employees who park personal or fleet vehicles can charge overnight
• Hotel guests will, similarly, park overnight

Fees for EV Charging

There are, essentially, two separate models that involve charging fees for EV charging. The first of these is with the intent of recovering full or partial costs for the installation and utilization of the stations. These stations may charge less than other stations as the goal is not to make a profit but rather to offer the service, with the goal of seeing some of the benefits noted above (attracting customers/residents etc.) while still helping to offset the costs associated with EV charging infrastructure.

The for profit model may charge more for EV charging because the goal is not just to offset costs but to also help generate revenue. However, those using a fee model may want to consider both demand and competition in the charging space and look for a charging network provider who can provide the kind of control and versatility that lets you adjust those fees on the fly and based on that demand. For example, if you’ve got EV charging stations in a high traffic area on a busy weekend, you may be able to charge more for time spent at the charging station once the vehicle is fully charged.

In low traffic or low demand areas, for profit charging may be a challenge as many electric vehicle owners may just opt to charge at home so, first and foremost, understanding the market in front of you is vital and an EV charging solution provider can help.

Hybrid EV Charging Business Model

No…not that kind of hybrid, but instead we’re talking about an EV charging business model that allows you to move between both free and for a fee charging solutions. For some businesses and municipalities, this is the perfect solution as it allows station owners and hosts to use other technology, like RFID or key FOBS, to offer free charging for specific users while others would be charged.

With NovaCHARGE’s ChargeUP charging platform management system you have complete visibility and control over your charging station, but also the users. You can identify the users for whom charging should be free or low cost and others who should pay a premium.

For example, as a municipality with EV fleets you may want city employees to be able to “top up” for free at city chargers but charge other individuals. Similarly, businesses, MDUs, and others may wish to offer free charging as an incentive for new residents or employees or those who have helped reach a milestone or goal.

However, charging fees are just one way to turn your EV charging stations into revenue generating machines.

What is a Branded EV Charging Station?

You’re not in the business of EV charging, but you can make EV charging part of your business.

One of the biggest bumps for businesses, organizations, MDUs, and municipalities who implement EV charging solutions is reputational. Branding your EV charging station with your logo, your colors, intricately ties your brand to EV charging solutions and all the benefits that go along with it.

When it comes to creating an experience, starting at a parking lot, an EV charging station can create a good first impression. For electric vehicle owners, a positive EV charging experience prior to doing business, traveling, or more can foster good feelings that extend into the rest of your relationship.

And, it goes beyond a logo on the station hardware. You can also brand on the EV charging app, which means you’ve got a great opportunity to advertise. Imagine you’ve got a branded EV charging station in a shared retail location and, when a driver logs on to charge, they see an ad or incentive for your business. Not only can you help convert new customers and drive business, but you also raise brand awareness.

4 Benefits of Branded EV Charging Stations

You may have seen EV charging stations at retail locations or entertainment venues that feature the logo and branding of the business and wondered not whether they got into the EV charging game but why it matters to have the hardware branded. As we noted, it’s more than a logo on the hardware and the benefits can be significant.

1. Brand Image

First and foremost, the image your brand maintains has a significant impact on customer loyalty. Loyal customers not only buy more from you but are also far more likely to recommend your business to others. Similarly, your brand’s perceived commitment to sustainability contributes positively to your brand identity which not only increases loyalty as well, but helps distinguish you in the marketplace. 

With a networked EV charging station, your stations will show up on app maps helping EV drivers and new customers find you. Additionally, as your brand image improves and word of mouth spreads about your brand’s commitment to sustainability, new customers will opt to shop somewhere they can charge. Similarly, if you’ve got a shared lot or a shared parking location, branded EV charging stations can grab the attention of passersby as well as individuals shopping at other locations.

Branded EV charging solutions means you can generate revenue not just from the charging station but also selling advertising space and opportunities on your branded app. This means you can leverage partner relationships or even sell advertising to retailers who share property with you.

Brand saturation is the point at which your brand is, at a minimum, recognizable or known to your target audience. Branded EV charging stations, branded apps, emails and keycards to facilitate charging at your charging stations all help contribute to brand saturation. And, when paired with a brand identity that aligns with your target customers’ values, you’ve got a powerful force driving customers to your door rather than a competitor’s.

Branded EV charging stations don’t mean you need to get into the business. Instead, you need to find a partner who can help you deliver cost-effective, high-quality, evergreen EV charging. 

We offer the most reliable charging network in the business and provide charging station owners with flexible business models that help them determine everything from pricing to power usage. In short, the brand you put behind your brand matters.

If you’re ready to work with an EV charging solution company who already works with some of the most well-known commercial organizations in the country, contact the team of experts at NovaCHARGE. Branded or unbranded, we’re ready to help you rEVolutionize your business or property.