Branding for police


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A short presentation I gave on brands and branding for the Police Innovation Conference, 9.16-17.2013 in Cambridge, MA.

Presentaton design by Dylan Wilson

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Branding for police

  1. 1. Brand Management Police Agencies for P o l i c e I n n o vat i o n C o n f e r e n c e 0 9 . 1 7. 1 3
  2. 2. Who am I?
  3. 3. Why am I here?
  4. 4. What does branding have to do with you/your department?
  5. 5. Let’s start simple…
  6. 6. What is a brand?
  7. 7. 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.
  8. 8. 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.
  9. 9. Why do brands matter?
  10. 10. Why do brands matter? We depend on brands As a Shortcut We 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 Badge Brands have social value. People say a lot about themselves – and learn a lot about others – from the brands they use and value. As a Guarantee People want their performance expectations met for products and services and are willing to spend more to ensure a particular outcome.
  11. 11. What a brand IS, is as important as what a brand ISN’T.
  12. 12. Why do brands matter? A Brand is NOT a: Campaign Instance of part of a brand in promotion Tagline Catchphrase to make positioning more memorable Positioning Statement How we explain what we do Message Positioning relevant to a single target audience Name Entity into which you can build a brand Logo Visual representation of brand essence Event Physical representation to give messages Product Benefit Tangible value a product delivers Product Feature/Attribute Significant piece of a product that delivers benefit
  13. 13. This is the part where you are probably saying, seriously, what does this have to do with me? With police departments?
  14. 14. 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
  15. 15. Tips for creating a strong brand Definition Determine 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 Frequency The more you repeat your message, the more it sinks in
  16. 16. Definition Purpose is CLEAR “To organize the world’s information and make it universally accessible and useful.” - Google
  17. 17. Definition Purpose is EMOTIVE So others may live. - Coast Guard Rescue Swimmers
  18. 18. Definition Purpose is SIMPLE To make people happy. - Walt Disney Definition
  19. 19. 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.
  20. 20. Consistency Virgin’s brand is about putting the consumer at the heart of everything they do.
  21. 21. Frequency Who is this? How many times a day do you see her?
  22. 22. That’s all well and good for Progressive with $700+ Million to spend on TV ads. What are you supposed to do?
  23. 23. 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 figuratively Ensuring 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 – digitally Social media enables anyone to cultivate an audience and communicate a message
  24. 24. Social media for Police There 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
  25. 25. Thank you so much for listening. Please remember how helpful I was the next time you pull me over.