Last week SEIA released a new fact sheet on solar soft costs. Soft costs include installation labor, permits, and “overhead” costs such as marketing, sales, and administration; everything but the hardware installed. Hardware prices have gone down enough that the overall percentage of soft costs when compared to total system cost has gone up 7% in the last five years. Their fact sheet shows a direct correlation with permitting and inspection.

Of course, I look at these numbers and immediately think: how does design and marketing play into these numbers? SEIA did not separate out percentages of soft costs attributed to different areas. I do find it fascinating that this number has not lowered over the last several years as solar reaches a more mainstream audience.

We regularly give the same advice to clients: know and understand your brand; know and understand your message; and use it consistently. Brand work takes time. It takes research. And it takes commitment. But, when you come out the other side with a strong message (both visual and verbal), it will make the difference between connecting with your audience in a meaningful way and throwing spaghetti at the wall to see what sticks. Guess which way wastes money?

—Aimee Tuck