Public sector alert

Brand is no longer just applicable to private or commercially driven businesses. Charities have long realised the power of a well recognised, values driven image and are experiencing the benefits such as loyalty and support from the public.

Organisations such as HMRC and some of the UK Police Forces are also starting to experience the positive results an appropriate image can provide. Public confidence can be raised and processes reduced, all through the optimal use of your brand.

What is a brand?

Because this ‘B’ word is over used it’s often misunderstood as being just about the logo. A logo is a representational symbol of a person or company – only one element of a brand that makes up the visual identity and forms part of a communications tool kit.

The philosophy, ethos and values that lie behind your work is what drives the visual identity, informs your tone of voice and the way you communicate with your audience. Its about how and why you exist.

Why does it matter?

A positive recognised image is essential to help build trust and loyalty. If you have any kind of message or product you need to talk about to the public, then your brand is the platform to use. It provides stand out from the incredible deluge of information we all receive on a daily basis and encourages an on-going dialogue.

When answerable to the public, often much higher demands are made and a higher standard expected. Professional presentation and clarity will not only provide reassurance but also avoid confusion; in turn this can prevent unnecessary communications.

Employees are one of your most valuable assets. To attract the best talent, motivate and retain them, your brand and internal culture needs to play a large part in this cycle, enabling you to become an employer of choice.

How do I know if my brand is working for me?/What can I do about it?

Consider a review of your brand:

  • You can put simple measures in place at the start to ensure any follow up changes are working. Critical to your success is to have a firm understanding of your organisational philosophy and values and how these are brought to life. A survey can identify any areas for improvement.
  • Collate a sample of all your digital and print based materials from internal and external uses. Take photographs of every location you see your logo presented; signage, billboards, media etc.

By taking these first steps you can start to gather elements of the big picture. This is just a starting point but will help you to begin to benchmark how accurately your brand is presented.