BOARD AGENDA MEMORANDUM
SUBJECT:
Title
Update on a District Branding Initiative.
End
RECOMMENDATION:
Recommendation
Provide feedback on the proposed plan for developing a branding initiative for the District.
Body
SUMMARY:
On August 8, 2017, the Board provided input on proposed messaging and a public education campaign. This effort is now underway with a series of key messages being disseminated to all employees to incorporate into all external communications, whenever feasible.
These key messages are intended to inform the community about who we are, what we do, and how to access District services. Now, staff is beginning to build on this effort with a branding initiative. When launched, the branding initiative will dovetail from the public education campaign. Beyond informing the community about who we are, the branding initiative will focus on communicating the value that people can count on from the District. The branding effort will clearly communicate the District's commitments to the community we serve.
Why establish a brand?
The following key branding concepts and reasons for proactively establishing a brand identity include:
Negative branding: When people have a negative perception of a water utility and trust is low, it makes it difficult for policy makers to secure the investments that the community needs and wants. People are willing to pay for goods and services they deem of high value. The price people are willing to pay is heavily influenced by the brand.
Value, uniqueness and relationships: Factors that affect a brand identity include perceived value of a product, the uniqueness of the product, and the relationships an organization maintains with its customers. Oftentimes, a water utility touts the low cost of its product rather than the unique value of municipal water service. This affects a utility's ability to secure the appropriate investments to provide a superior product, as it strives to keep rates low.
What's in a brand? ...
Click here for full text