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.
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