Branding helps people to recognise where a communication has come from, with what authority it speaks and whether it can be trusted. For businesses, brands are used to improve recognition and increase market share. In government, however, their value is in differentiating us from the many other public services our audiences encounter.
To build our brand, we first need to have a clear understanding of what makes successful branding - as well as what is different about branding in the public sector. We also need to know how to evaluate brands so that we can ensure our brand is fit for purpose.
When it comes to developing a new brand, there are many considerations that need to be taken into account. Does the introduction of a new brand help to clarify our offer to our audiences, or does it confuse them? And if it is part of a rebranding, can it be justified?