Brand Strategy for Government

The Power of Brands in the public sector

“Your brand is what other people say about you when you’re not in the room.”
– Jeff Bezos, founder of

Brand” as a concept is misunderstood, underappreciated, and very often underutilised.  Some people think it is just a logo but in fact, brand management goes much deeper and covers the “total brand experience”.

When brand comes up in a meeting, it often means different things to different people. You might have been in a meeting and listened to talk about brands, only to think they are speaking some foreign language with a bad accent.

There are problems with failing to appreciate the language of brand management, because that can reduce an organisation’s ability to get the most out of their valuable brands.

It should also be clear that a discussion about brands is as relevant to a government organisation as it is to any commercial enterprise.

And it is not just for government services.  One of the most important ways that a not-for-profit organisation can boost its performance is to develop a strong brand strategy.  A distinctive brand personality can contribute a great deal to Not-for-Profits by raising visibility among key stakeholders such as clients, donors, partners, government, its own people and the public at large.

Our Brand specialists collaborate with government organisations at management and even board level to develop a strategy built on collaboration with stakeholders.  The result is a branding program that audiences can believe in.

The strategy services are designed to motivate audiences to stay loyal to a particular organisation’s goods and services long after they first arrive.

Our services include:​

  • Brand Auditing & Research
  • Brand Positioning & Messaging
  • Brand Naming
  • Brand Architecture
  • Tone of Voice & Personality
  • Market Segmentation
  • Community Activation
  • Creative Strategy

A brand strategy should be about the personality of the brand – even its behaviour – as if it was a real person.  As brands are developed to communicate a feeling to real people and invite them to respond in a particular way,

Successful brands make emotional connections with the people it serves. A successful brand strategy defines and informs the total behaviour of the brand – what it stands for, who it services, its values, what it does, the places where it appears and much more.

The emotional side of the brand reflects the culture of the organisation.  It also addresses the values of consumers who buy or use it.  In the field of government services, this is especially relevant.

Brands come to life where consumers encounter it.  We call these touchpoints and they might include a design for a product or service, visuals such as what consumers see in a logo or an online presence, it might also be written communication, advertising, events, and in particular, customer service and the overall experience of the brand before, during and after purchase.

Reputation Australia‘s Brand Strategy consultancy team is led by Cameron McDiven, a visual communicator who builds profitable brands that make a difference.  He assists organisations to remain relevant and sustainable in a rapidly changing world.

If you would like an initial conversation about your brand – where it is now and where you want it to go – contact us to arrange an obligation-free discussion.