Branding Update
February 14, 2013
The Changing Water-Investment Landscape - Utility
management is changing rapidly. Water reliability is increasingly stressed by
population growth and climate change, and water quality and
environmental-protection costs are rising due to new regulations incorporating
higher standards. Despite the need for public support, people brand taxes as
bad and frequently categorize government organizations as inefficient. The
result: elected officials often don’t feel safe to support needed rate
increases.
The Need for Sustainable Finances – Quality of
life and the economic health of communities is fundamentally impacted by the
availability of water and wastewater services. Ensuring high water reliability
and public health requires fully funding the utility’s operating costs and
capital investments. A “negotiated” lower rate typically results in systematic
under-investment in resources and infrastructure.
The Politics of Rate Increases – Investment
and rate-increase decisions are made by the policy makers (city councils or
boards of directors) of local water utilities or regional water agencies. Given
this, it makes sense for utilities to provide policy makers the clarity, confidence,
and support they need to make sound investment decisions. Providing this
support or “cover” requires that the utility address the following:
· Building trust
(or a strong utility brand), especially with respect to planning, finances, and
efficiency
· Developing a compelling
argument for a proposed investment or rate increase
· Building relationships
with community members in a position to influence water-policy decisions
The Utility Branding Network Helps
Utilities Get Started and Keep Going - Addressing these critically important
issues is an ongoing journey. Subscribers to the Utility Branding Network get
support in building and maintaining their brand and ensuring sustainable
finances by…..
· Auditing
Communications and the Strategic Plan
· Developing
Branding Statements and Strategic-Planning Sheet
· Aligning the Mission
and Vision Statements with the Brand
· Tailoring
Communications to be Meaningful to Policy Makers and Community Leaders
· Making a Compelling
Case for a Specific Investment or Rate Increase
· Developing a Standardized
“Policy Sheet” that Outlines Proposed Investments
· Drafting Return-On-Investment
and Efficiency Case Studies
· Establishing a
Website Structure that Reflects the Brand
· Using a Major Investment
Imperative to Build the Utility’s Brand
· Producing an
Annual Report that Communicates the “Good Deal”
· Creating a
Systematic Process for Engaging with Community Leaders
The Utility Branding Network is committed to
ensuring that water and wastewater utilities
are trusted and that rate setting fully funds utility operating costs and needed capital investments.
The Network is managed by the National Water
Research Institute on behalf of water and
wastewater agencies.