Branding Update
August 14, 2013
Focusing on Staff Proficiency
August 14, 2013
Focusing on Staff Proficiency
In past Branding Updates we
have discussed some of the intricacies of building public trust through a
conscious branding effort, creating compelling arguments for investment, and
building relationships with the influential public. In case it is not yet clear,
this is all about forging relationships. The trust being sought is trust in the
leaders and employees of the utility. To build this trust, senior managers and
staff need to be well versed in branding and communication principles, and be
capable of taking effective action. So, it is essential to think in terms of
increasing the staff's proficiency in specific areas.
Key
Principles -
Understanding the application of branding principles to water and
wastewater utilities
Mission
and Vision - Fully
grasping the difference between the brand, the mission statement, and vision
Transparency - Creating transparency that builds
trust...by sharing information that emphasizes the logic behind important
policy decisions and investment proposals
Planning - Developing a strategic plan is that is
brief, based on the brand, empowers the staff, and communicates the significant
standards influencing activities and proposed investments
Relationship
with Governance -
Understanding and meeting the needs of policy makers
Investment
Proposals -
Making a compelling argument for an investment or rate increase
Policy
Briefings -
Creating and adopting a "policy brief" that outlines the information
necessary to create a compelling argument
The
Need for Investment -
Developing an investment imperative that becomes the foundation for connecting
with community leaders
Community-Leader
Relationships -
Systematically building relationships with the influential public
Meaningful
Information -
Properly categorizing shared information, so people reading the utility's
communication materials immediately know what they are reading and why it's
important
Focused
Outreach -
Prioritizing and designing outreach efforts that support policy makers and
sound policy decisions
Website
Effectiveness -
Designing a website architecture that reflects the brand, makes it easy for
customers to solve problems, is not loaded with unnecessary information, and
provides important facts about long-term planning, needed investment, and rates
Case
Studies that Build Trust in Specific Areas -
Drafting and sharing return-on-investment and efficiency case studies
Annual
Report -
Producing an annual report that articulates the "good deal" that the
utility provides to the community, using language that conveys relevant facts
and is not perceived as self promotion
Opinions
about Public Employees -
Crafting communication strategies that enhance perceptions of public employees,
including their value, professionalism, and compensation
This
journey can be described as "practicing principles to achieve
proficiency." The good news is that the process of becoming proficient
also builds the brand. The result is managers and staff members that are able
to increase trust with customers and community leaders, and secure the
financial resources needed to fulfill the utility's mission.