Branding in public services: waste of money? [Business Week]
Or would it? While public bodies have a mandate to work on behalf of â€œthe people,â€ they have to be responsible with their finances too, demonstrating prudence with the public purse. So can investments in branding programs be justified, or is the public sector merely following a marketing fad? Indeed, is branding even appropriate for public services?
Josef Jurkovic, a partner and director of the Centre for Excellence in Communications in Ottawa, Canada, sees a big difference between branded information campaigns and branding programs for entire departments, agencies and the like.
“The more targeted the audience of a brand, the more chance it has of working. Departments and ministries should stick to simple, basic brands that act as umbrellas for more much stronger sub-brands. Public sector branding is about strong sub-brands. You focus your branding where you have defined audiences.”