Branding Update
July 1, 2013
Communications and Strategic Planning
Making Communications More Meaningful – Despite the fact that
branding is much more than just communications, it is still important to
communicate in ways that people can understand. Publicity programs,
relationship-development efforts, public-outreach programs, and advertising are
all forms of communications. Water and wastewater utilities have a tendency to
talk about technologies, activities, and events without reminding the audience
how these things relate to the value provided to the community. Making
communications more meaningful is an important outcome of good branding. The
principal rule is to never discuss an activity, decision, investment, technology,
process, or milestone without connecting it to motivations. The motivation
communicates value, and these motivations are often one or more elements of the
brand. This is illustrated in the following examples:
“The North Fork Reservoir project plan has
been approved by the City Council, which is a critical milestone in improving
water reliability and drought resiliency in the region. This project will allow
our region to weather multi-year droughts with little or no cutback in
service.”
“Completion of the water-quality laboratory
will allow us to meet our goal to improve water quality and increase our knowledge
of water-quality issues.”
This may seem like Communications 101, but these examples make
clear the motivations of the utility and the value created by the action or
investment. Being able to “weather a multi-year drought with little or no
cutback in service” is based on the utility’s reliability promise. It is also an
unambiguous statement of value. Conflict is often rooted in misunderstandings about
the reasons behind a decision or proposal. Utility managers should not make policy
makers, customers, and influential community members guess at the utility’s
motivations. Connecting decisions and activities to the commitments articulated
in the brand is not dumbing things down. On the contrary, it makes things clear
and reduces the likelihood of both confusion and conflict.
Communications and Strategic
Planning – It turns out that the
concept of meaningful communications is the foundation for a producing a good strategic
plan. It is essential for the strategic plan to connect proposed actions and
investments with the fundamental promises (the brand) of the organization, and
other important standards driving investment decisions and influencing
priorities. These other standards are major regulations like the Safe Drinking
Water Act, or might be internally generated ethics like improving water quality
or increasing knowledge about water-quality issues (as highlighted in the
example above). So, the strategic-planning process needs to be as much about identifying
and clarifying standards as it is listing proposed actions. This is not a
trivial exercise, but it is well worth the effort. Connecting activities and
investments with the pertinent brand promises and other motivations demonstrates
integrity. It also provides the meaningful transparency necessary to build
trust and make compelling arguments for investment.
Have a Fun-Filled 4th
of July!
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