i0 tips on being road agency “brand bosses” · 10 ways to build your brand. 6) your face at...
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I0 Tips on being road agency
“brand bosses”
May 16, 2018
Denise Donohue, CAE, APR,
CRA Director
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What do people thinkabout your county road agency’s brand?What are your contact points saying?
Whether it’s inside the agency or to outsiders, your agency has a brand. Leaders in finance/human resources are critical to how the brand is executed – and how the company is perceived.
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What is a brand when it comes to government?A brand is not just a logo …
It is the essence of what your road agency is … the logo + appearance + customer service + outreach + communication (internal + external).
And it’s everyone’s job – especially the front office!
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What is your road agency’s brand?• “…to provide quality, efficient and safe road systems ….”
• “…to serve the traveling public in such a manner as to provide the services which allow the movement of people, goods and services as safely, efficiently and economically as possible with the resources provided…”
• …to provide the public with reasonably safe and convenient roads and bridges, financially sound management, respect to the environment, addressing community and developmental sensitivity, and providing dependable and responsive services…”
• “..to provide the best, safest, most effective and cost efficient road system possible…”
• “…to maintain a county road system that is safe and convenient for public travel and to manage the roadside environment, with a view toward preservation…”
• “…to serve … with a safe, reliable and efficient transportation network….”
So what’s the brand?
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What is your road agency’s brand?• “…to provide quality, efficient and safe road systems ….”
• “…to serve the traveling public in such a manner as to provide the services which allow the movement of people, goods and services as safely, efficiently and economically as possible with the resources provided…”
• …to provide the public with reasonably safe and convenient roads and bridges, financially soundmanagement, respect to the environment, addressing community and developmental sensitivity, and providing dependable and responsive services…”
• “..to provide the best, safest, most effective and cost efficient road system possible…”
• “…to maintain a county road system that is safe and convenient for public travel and to manage the roadside environment, with a view toward preservation…”
• “…to serve … with a safe, reliable and efficient transportation network….”
How can you bring focus, stand for these items?
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You are key to brand management. 10 ways to build your brand.
1) Physical appearance of foyer/frontoffice speaks to community.
• Condition of furnishings
• Contemporary – or 15-years ago?
• Dirty windows?
• Overgrown/no landscape
• Does it say cutting-edge agency?
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You are key to brand management.10 ways to build your brand.
2) Physical appearance of foyer/front officespeaks to prospective employees.
• Michigan at full employment.
• Gen Zers are portable.
• Want to be part of community, something big.
• Want to join a winner.
• Be the “employer of choice.”
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You are key to brand management.10 ways to build your brand.
3) Customer service upholds brandto customers, community.
• Brand extends to customer treatment.
• Telephone responsiveness.
• Complaint follow up.
• Addressing issues promptly.
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You are key to brand management.10 ways to build your brand.
4) Front counter – your entryway talks!• Plaques, IMPRESS Awards.
• Community memberships, photos.
• Up-to-date information.
• Interesting historic display.
• Mission statement
What does your entryway say?
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You are key to brand management.10 ways to build your brand.
5) Internal communication upholds brandto staff, future staff.
• Responsiveness.
• Information in which they are interested.
• Messages you want them to carry. Shape it!
• Fun bulletin boards.
• Awards on display.
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You are key to brand management.10 ways to build your brand.
6) Your face at community events – taxpayers, voters,future staff, supporters
• Parades, fairs.
• School presentations.
• Big truck days.
• What one message are you sending?• Safety – make it something fun.
• Innovation – make it interesting.
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You are key to brand management.10 ways to build your brand.
7) Your brand in social media.• Be respectful.
• Be interesting, be frequent.
• Be responsive.
• Don’t censor – be accurate.
• Apologize if you need to.
• What brand messages are youintentionally including?
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You are key to brand management.10 ways to build your brand.
8) Your neighbors on the block.• Are your grounds nice? Weeds whacked?
• Gate painted? Same colors?
9) Your “on hold” brand message.• Muzak? 70s rock?
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You are key to brand management.10 ways to build your brand.
10) Updated forms, papers.• Take a fresh look at public papers.
• Forms should be crisp – 1st generation.• No white-out, routine cross-out.
• “Letterhead” has logo, vision statement.
• Emails • Standard address protocol.
• Share contact info for each staff member.
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THANK YOU!Denise Donohue, Director