Brand Management

Police Agenciesfor

P o l i c e i n n o v At i o n c o n f e r e n c e

09 . 1 7 . 1 3

Who am I?

Why am I here?

What does branding have to do with you/your department?

Let’s start simple…

What is a brand?

Let’s start simple…

What is a brand?

A brand is the sum total of perceptions, assumptions, expectations and interactions that consumers have of a product or service.

The Brand

Product Performance

Customer Service

Brand Personality

Rational Benefits

Emotional Benefits

Social Influences

Communications

The Consumer

What is a brand? A brand is the sum total of perceptions, assumptions, expectations and interactions that consumers have of a product or service.

Why do brands matter?

Why do brands matter?

We depend on brands

As a ShortcutWe have to make thousands of decisions every day, brands are a way to make these decisions easier.

Brands telegraphically communicate the benefits of a product or service.

As a BadgeBrands have social value. People say a lot about themselves – and learn a lot about others – from the brands they use and value.

As a GuaranteePeople want their performance expectations met for products and services and are willing to spend more to ensure a particular outcome.

What a brand IS, is as importantas what a brand ISN’T.

Why do brands matter?

A Brand is NOT a:

CampaignInstance of part of a brand in promotion

TaglineCatchphrase to make positioning more memorable

Positioning StatementHow we explain what we do

MessagePositioning relevant to a single target audience

NameEntity into which you can build a brand

LogoVisual representation of brand essence

EventPhysical representation to give messages

Product BenefitTangible value a product delivers

Product Feature/AttributeSignificant piece of a product that delivers benefit

This is the part where you are probably saying, seriously, what does this have to do with me?

With police departments?

Branding can play a role across a wide range of Police Department functions

While the primary purpose of a police agency is to protect the communities they serve, a strong and consistent brand can help them with:

• Disseminating information about public safety

• Improving employee job satisfaction

• Gathering information about crimes

• Improving community relations

• Recruiting

Tips for creatinga strong brand

DefinitionDetermine what it is you want to stand for

Consistency Every time people interact with your department, you have an opportunity to affect their brand perception – positively or negatively

FrequencyThe more you repeat your message, the more it sinks in

Definition

Purpose is CLEAR

“To organize the world’s information and make it universally accessible and useful.”- Google

Definition

Purpose is EMOTIVE

So others may live.- Coast Guard Rescue Swimmers

Definition

Purpose is SIMPLE

To make people happy.- Walt Disney

Definition

Consistency

Apple’s brand is about clean design and powerful technology.

From store, to device, to software, to the customer service reps, they always stay true to this philosophy.

Consistency

Virgin’s brand is about putting the consumer at the heart of everything they do.

Frequency

Who is this?

How many times a day do you see her?

That’s all well and good for Progressive

with $700+ Million to spend on TV ads.

What are you supposed to do?

Start small

Define what your brand is all about.What do you stand for?Is is clear, emotive, and simple?

Look for “low hanging fruit” – where you can tell your message quickly and easy?• On your cars? On your website?• Letterhead / print communications?• In the way your staff interacts with the public, the media?

Take it to the streets – literally and figurativelyEnsuring that all staff understands and lives the brand message is important and will need to be trained, otherwise it’s just a meaningless slogan

Take it to the streets – digitallySocial media enables anyone to cultivate an audience and communicate a message

Social media for PoliceThere is probably a whole conference dedicated just to this topic, and certainly there are whole sections of this conference about it.

Here are some basic tips for using social media well:

1. Don’t outsource it

2. Break down the walls in your organization

3. Set objectives

4. Map social activities against business objectives

5. Listen

6. Be real

7. Know what you’re talking about

8. Measure

9. Set benchmarks

10. MEASURE AGAIN

11. Follow up

12. Encourage advocacy

Thank you so much for listening.

Please remember how helpful I was the

next time you pull me over.