The What, Why, and How of Brand Strategy

Background: 

It’s not very often in government work that we sit down and consider why we do what we do. Creating a brand strategy is often overlooked in a local public health agency, but it is a vital tool to give an agency purpose, consistency, and vision.

Program background: 

Just as a building needs a solid foundation, any business or organization needs a solid brand strategy—an explanation of why you do what you do, and how you intend to do it. Your brand represents a promise you make to you clients or community—“This is what you can consistently expect from us.”

In 2014, we reanalyzed our “why,” and developed new mission, vision, and value statements as part of a strategic planning process. The process was lengthy, but vital for our organization’s future. Like many local public health agencies, we have limited resources; creating a foundation of why we do what we do helped us make informed decisions about those resources.

After the cornerstone of a mission statement had been laid, we created our Identity Guide in 2015—a document that details the proper use of our name and logo, as well as provides information about language and photography. The goal for this document was to create an easy-to-understand guide for every level of staff, so that they could refer to the document anytime they needed to stay on brand. Along with this document, we created a variety of logo versions and document templates for employees to use whenever needed.

Evaluation Methods and Results: 

The success of a brand strategy is an incredibly difficult thing to measure. Our brand in the community was already fairly solidified, since our department has been around for over 143 years. However, this branding strategy renewed our staff’s vision for the future, enthusiasm, and the overall appearance of our communication products. We have seen an increase in employees who seek approval for the design and language of their documents. 

Conclusions: 

Having a clear brand strategy will not only create a consistent aesthetic for your organization, but it will also guide your organization’s decisions and help you create a vision for the future. 

Implications for research and/or practice: 

The term “brand strategy” can sound like something overwhelming and unnecessary, but it is a vital part of planning for your organization’s future. Understanding the fundamentals of what a brand strategy is and how to create one will help you give your organization a unified and cohesive vision and visual identity.