Understanding branding

...taking control of your most valuable assets

A strong brand is one of the most valuable assets any organisation can have. But too often the value of branding in the public sector is misunderstood and confused with the creation of a logo and identity.

This section sets out to explain what a public sector brand is, how it can help you achieve your strategic goals, and key considerations in developing a high-performing brand that can help you connect more effectively with your staff, stakeholders and citizens. Subsequent sections explain how to evaluate the performance of the brands you possess and explain the branding process in more detail.

See also

• What is a brand?
• Why brand your organisation, initiative or service?
• What type of brand do you have?
• Brand architecture
• Brand glossary
• Brand language
• Brand guardianship