Branding Government Programs
Angela Hausman started a great discussion on another site about "branding" which focused mostly on business, but somewhat on government. For me it was very enlightening. Here are some of the points made:
- Companies don't control the brand, the customer does.
- The best the company can hope for is to influence how customers build their brand.
- Consistency, clarity, repetition build brand recognition, the brass ring of all branding.
- Maytag stood for something that really mattered - reliability.
- Re emotional attachment to the brand:
- satisfaction and value are arbitrary, as they are perceived (e.g., "coolness")
- the products we buy/don't buy (e.g., Starbucks) have substantial impact on how we see ourselves
- Logos, taglines, and colors are your identity. Culture is your brand.
- No company controls everything said about its brand.
How does branding work (or not) for government agencies and the customers they serve? What are the implications of all this?
Replies to This Discussion
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Permalink Reply by Andrew Krzmarzick on -
Hi Eileen,
Interesting stuff happening around "Branding" these days....some other resources for you:
A discussion I launched yesterday: Why aren't you leveraging mommy bloggers and building your agency brand? http://www.govloop.com/forum/topics/why-arent-you-leveraging-mommy
One from July 9 (that I didn't see before posting mine!):
http://www.govloop.com/forum/topics/should-hr-and-marketing-align
Another forum from awhile ago: http://www.govloop.com/forum/topics/whats-your-favorite-brand
A group on GovLoop: http://www.govloop.com/group/brandingforgovernment
Let me know if I can find more for you. -
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Permalink Reply by Eileen Brooks on -
Thanks for sending the links. Mommy bloggers are an interesting concept! I didn't know they were so organized and widespread.
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Permalink Reply by Charlene McTier on -
Branding is key to establishing your identity, mission, and organization. It also promotes recognition within the citizen realm. It's very important in ingraining your identity, reputation, associations to your customers, stakeholders and industry partners.
Our command has a branding program as well as standards and guidance. Within our division, we have our own branding for all our products and services. When customers and stakeholders see our brand, they can instantly associate it with our division and/or organization. Branding requires socialization and a culture change -- both very difficult to do and implement. However, once word gets around, it becomes infused within the organization.
"Logos, taglines, and colors are your identity. Culture is your brand. " -
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Permalink Reply by Eileen Brooks on
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Can you elaborate more on the socialization and culture change aspects? I'm not sure what socialization means in this context. What do agencies do to help these evolve?
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