Branding Update
August 11, 2014
The "Target Market" for Utilities
This cartoon sends a warning to consumer branding professionals to avoid a
common temptation: trying to be all things to all people. Unfortunately, this
loss of focus usually leads to declining market share and potentially failure of
the brand.
Many
water-utility professionals would say that they serve the entire community, so
their audience for outreach efforts is everyone who uses their services. It is
important to remember that the strongest consumer brands build relationships
with specific people, with the ultimate objective being that these people choose
to buy their product at full price. Constant discounting from the retail price
is a sign of a weak brand. So the brand objective is to influence the choice
and the price that people are willing to pay.
For
water and wastewater utilities, consumer choice is typically not in the picture,
and the price (rates) is set by policy makers (city councils or water boards).
The brand objective is ensuring that rates reflect appropriate investment in
water resources and infrastructure. So, when planning proactive outreach,
utility managers should avoid ineffective and costly efforts to reach the
general public. They should prioritize building relationships with policy
makers and those specific community leaders who are influential. Having very
strong relationships with even 15-25 of these community leaders can have a
significant impact on rate setting, even if only to counter those vocal
community members with strong biases or special interests.
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