February 22, 2013
The Consumer Confidence Report (CCR) and the "Source of Quality"
Since CCR season is at hand, it is a good time to review important branding and trust-building principles that can be embedded in your report. The following Utility Branding Network tool is a good place to start:
One of the most important principles is the idea of establishing the utility as the source of quality, as outlined in the tool and below:
Become the Source of Quality - The objective of the CCR should be to increase confidence in the water. However, we have another important branding objective: to establish the utility as the trusted source of quality. This is important because people tend to associate water quality with its physical source ("Water from a mountain spring is best"). Consumers need to understand that investment, competency, and diligence on the part of the utility are what make water fit for drinking and other uses. This source of quality brand reflects the importance of appropriate investment and the local utility's values. This brand is especially important when implementing new sources of water, such as recycled water.
The principles noted above, and in the Branding Network tool, can be used in any communications designed to build water quality confidence and establish the utility as the source of quality.