Following the CHARGE Awards, we’ve been asking the Rising Stars in Energy to reveal their approach to branding in energy. In this article, we speak to Ashley Tasher, Marketing Manager of Geospace Technologies
- Please tell us more about Geospace Technologies and your role
Geospace Technologies Corporation is a technology-driven, market-leading provider of vibrational tech solutions that deliver situational awareness for energy exploration, security and surveillance, and industrial Internet-of-Things applications among other niche markets. As the Marketing Manager, I work closely with senior leadership to develop strategies that shift the company from being engineering-led to audience-focused. My role demands flexibility, as I manage branding, digital strategy, and internal communications, ensuring our message resonates with our clients, companies, and communities. This cultural and strategic shift has been embraced across the organization, allowing us to align more closely with market demands and customer needs.
- What excites you most about the energy sector?
The energy sector excites me because it’s in a period of transformation. With the rise of new energy solutions and increased competition, companies must innovate to stand out. This dynamic environment offers the opportunity to be a part of groundbreaking changes, where legacy systems are reimagined, and new opportunities are explored. It’s a privilege to contribute to this evolution, learning from both the successes and challenges that come with pioneering new paths.
- What can the energy industry do to recruit more of the smartest minds and future leaders?
The energy sector is becoming increasingly attractive to young, vibrant change-makers, particularly in sustainability-focused areas. However, to truly capture the best talent, companies need to improve their recruitment branding strategies. Work culture, benefits, flexibility, and transparency are becoming deciding factors for job seekers. Companies must actively showcase their workplace values and offer clear insights into employee experiences. A strategic and consistent employer branding effort that highlights these aspects can position energy companies as top destinations for future leaders. It’s not just about being a billion-dollar entity; it’s about being relatable, transparent, and forward-thinking.
- What do you say when you were convincing colleagues to take branding/reputation seriously as an investable asset? Who do you need to convince?
I didn’t need to say much; the results spoke for themselves. Early wins, like digital growth following rebranding campaigns, demonstrated the tangible impact of branding. Success breeds buy-in, and small, measurable wins build trust over time. Convincing leadership often requires showing how branding directly contributes to ROI. With engineers and technical teams, it’s important to emphasize how branding connects their innovations to the people who need them most. It’s about aligning everyone with the bigger picture. Branding isn’t just a cost; it’s an investment in how the world perceives and values us.
- What are the first 3 ingredients that go into a successful internal communications recipe?
- – Radical Transparency: Employees need to feel informed and trusted with the truth. Share successes, -failures, and plans openly.
- – Empathy-Driven Messaging: Understand and address employees’ perspectives. Communication should feel inclusive and relatable, not top-down.
- – Dynamic Channels: One size doesn’t fit all. At Geospace, we utilize a mix of tools: newsletters, live Q&As, and interactive platforms, to reach everyone effectively and keep them engaged.
- If you were to capture the best communications advice that you’ve ever received as a 5–7-word presentation slide title what would that be?
Listen First, Speak With Purpose Always.
- What are your hopes and aspirations for the future?
I aspire to continue transforming the energy industry’s approach to branding, positioning Geospace as a strategic driver of innovation and growth. I hope to mentor the next generation of marketers and communicators, empowering them to bring fresh ideas and perspectives to this evolving sector.
Long-term, I want to become a thriving Chief Marketing Officer, developing and implementing a unique mix of ideologies and playbooks tailored to the energy industry. My goal is to bridge the gap between energy companies and their audiences, ensuring that brands connect meaningfully with the communities they serve while driving sustainable growth across the sector.
