Users who access government services expect the same response and capabilities they have with commercial applications they use regularly on their personal devices. Providing this same experience to the people an agency serves creates a positive brand and shows users they are valued.
Like your personality, your brand has many facets that come together to form an impression on others. Here are some tips to help you define your own brand.
Originally posted on the GovDelivery blog. You have learned how to create and implement organizational objectives and develop a target audience. The next step is to unfold your brand.Step three of the public engagement series will give you a better understanding of what branding means to government organizations and how to set a foundation for allRead… Read more »
At the end of the day a good brand continuously builds its own equity – that is, a price differential between itself and its competitors – by doing three things well. They can be summarized by the following imperatives: 1. “Choose Me”: Help the customer make a decision quickly. 2. “Be Me”: Provide the customerRead… Read more »
Someone asked me today, “Isn’t a brand a mark of quality?”Hearing that, I realized (once again) the importance of defining our terminology – preferably before we start talking to one another. So here is a suggested common definition of brand. With the idea that newer thinking builds upon the old. “A brand is a co-createdRead… Read more »
You’ve got a good job. You’ve done well in your work and have several impressive accomplishments to add to your resume. You’ve created a killer CV and you’ll get glowing references if you need them. But in today’s competitive job market, is that enough to get you those plum jobs that can take you toRead… Read more »
Branding matters. When you think of AMC, you think of movie theaters and popcorn. When you think of IKEA, you think easy to assemble furniture. When you think of Amazon, you think of online shopping. But when you think of government, is there a brand? What about at the agency level? Is there a brandRead… Read more »
With the constant barrage of social media status updates and endless marketing ploys that rage around you, how can you ensure you are heard above all the static? How can you use social media to effectively communicate your image and message? Last week I discussed a few social media personalities that drive me crazy. ThisRead… Read more »
Today, everyone from top CEOs to President Obama is talking about cutting back on spending and finding ways to “do more with less.” Unfortunately for marketers, this usually means budget cuts or even a full on slashing of your budget. So if you desperately need your next campaign or rebrand to provide the most bangRead… Read more »
Talk of government departments as ‘brands’ makes many civil servants uneasy. If they wanted that sort of talk, they’d go to Hoxton, not Whitehall. Yet when the concept of, for example, the FCO as a brand comes under some threat, then there’s a different kind of uneasiness. That uneasiness includes me – earlier this week,Read… Read more »