BRANDING FOR THE PUBLIC SECTOR

BRANDING FOR THE PUBLIC SECTOR

Branding for the

Public Sector

CREATING, BUILDING AND MANAGING

BRANDS PEOPLE WILL VALUE

Paul Temporal

This edition first published 2015

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Library of Congress Cataloging-in-Publication Data

Temporal, Paul.

Branding for the public sector : how to develop successful brands in the sector where

image is power / Dr. Paul Temporal.

â•…â•…pages cm

Includes index.

ISBN 978-1-118-75631-7 (hardback)

1. Government marketing. 2. Government publicity. 3. Public relations and

politics. 4. Branding (Marketing) I. Title.

JF1525.M37T46 2014

352.7'48—dc23 2014022331

A catalogue record for this book is available from the British Library.

ISBN 978-1-118-75631-7 (hardback), ISBN 978-1-118-75625-6 (ebk)

ISBN 978-1-118-75627-0 (ebk)

Cover design by Wiley

Set in 10/14.5 pt PalatinoLTStd by Aptara Inc, New Delhi, India

Printed in Great Britain by TJ International Ltd, Padstow, Cornwall, UK

Contents

Preface vii

Part One: The Importance of Branding and

Building Brand Strategy 1

1 The Public Sector and Branding 5

2 Public Sector Brand Categories 19

3 The Nation Brand Effect and Brand Architecture 47

4 Building a Power Public Sector Brand: Visions,

Values, Emotions and Personalities 67

5 Brand Positioning 99

Part Two: Implementing and Managing Public

Sector Brands 141

6 Public Sector Brand Management 145

7 Brand Communications Strategy 173

8 Brand Engagement 203

9 Tracking Brand Success 221

10 The Future of Public Sector Branding 243

Author biography 267

Acknowledgements 269

Index 271

This book is concerned with how the techniques of branding used so well

by the world’s foremost private sector companies, can and are, increas￾ingly used by those organizations and institutions in the public sector.

Public sector means nations, governments, ministries and government

departments, civil services, destinations, cities, institutions, non‐profit

organizations, government‐linked corporations and others. Branding

refers to the range of strategies and techniques that create powerful iden￾tities, images, and economic wealth.

The importance of branding to the public sector is immense. Faced

with the breakdown of markets and increased globalization, coupled with

difficulties in securing talent, investment, government support and a com￾petitive edge, the only path to differentiation for any public sector entity is

the creation of “soft power” by creating a powerful brand strategy.

The book uses case studies and examples from governments, statu￾tory boards, public sector ministries and departments, and other public

institutions across a variety of categories and segments, and it focuses

on what is happening in practice. You will find that the book covers the

huge scope of the subject, from vision to valuation, and the many ways

in which public sector branding can be developed and implemented with

illustrations from case studies.

Preface

BRANDING FOR THE PUBLIC SECTOR

viii

Although its primary purpose is not to be seen as an academic book,

business faculty and students will find the techniques and cases described

of great value in their studies.

Those who find themselves involved in the management of public sec￾tor organizations and branded entities will find it invaluable. If you are

in charge of any aspect of public sector development, in particular policy,

sector development, corporate affairs, marketing, communications, fund￾raising, stakeholder relationships, image building or other activities and

initiatives then this book is for you.

The Importance of Branding

and Building Brand Strategy

Part One

3

Part One of this book deals with the background of why brands are

important to the public sector and how strong brands are built. The

first chapter gives an overview of what is meant by public sector

branding, the reasons why nations and public sector organizations need

to build brands, and what the resulting benefits are.

There are many forms of public sector brands and these are explored,

ranging from nations and their industries, to the public service and non‐

profit organizations. One of the interesting features highlighted in Part

One is the interaction of the public with the private sector and the effect

this can have, positive or negative, on the overall nation brand. Nations

and corporations can, if leveraging on each other’s strengths, create a very

positive Nation Brand Effect that benefits all, especially with respect to the

country‐of‐origin concept.

Brand architecture, that is, how brands are linked together, is also

explained. Although this is a private sector technique, it applies very

much to the public sector too, with a strong brand architecture minimiz￾ing intra‐brand competition and encouraging inclusiveness of all stake￾holders in the brand‐building process.

The remaining chapters in Part One focus on the techniques of build￾ing a powerful brand strategy. Prior to the creation of any strategy it

is extremely important to know what the current and future desired

BRANDING FOR THE PUBLIC SECTOR

4

situations for the brand are, and some consideration is given to the role

and nature of market research and brand audits.

The three basic steps involved in building a brand strategy are dis￾cussed in depth, namely brand visions, brand values and personality, and

brand positioning. Particular attention is given to how brands manage to

create an emotional connection with their stakeholders and customers,

and build this into the vision and mission; a template is provided for use

in writing a brand positioning statement. Given that any brand may well

be targeting groups of people who have different needs and wants, an

explanation of market segmentation is provided with examples.

Once all the three steps are complete, the process moves on to brand

management, communications, engagement and tracking, all of which are

aspects of implementing the strategy discussed in Part Two of the book.

The Public Sector and

Branding

Chapter 1