To Dave’s points, the one thing I’m learning is how crucial that *internal* commitment to and capacity for Danielle’s 1st definition of branding – *engaging* the audience – to deliver services effectively and efficiently.

Standing at the top of agency mountaintops to shout our important information through 127 brand megaphones doesn’t engage anyone to use our services. Messages just come down the mountain as cold, fuzzy, and irrelevant.

Another resource I’ll throw into the pile of awesome knowledge on this thread is Interbrand’s take on brand strength, from 2011 (here it is online as a PDF, page 68-69). It captures some of those critical *internal* factors for “creating an image” in the public sector, namely – clarity, commitment, responsiveness to SWOT, and protection of the brand. cheers!