Branding Concepts And Strategies For The Social Service Sector
ADRC-TAE Issue Brief
February 2007
Private Industry Lessons: Branding Concepts and Strategies for the
Social Service Sector
Prepared by: Gilbert Thompson
The Lewin Group thanks Catherine Adams Hunt, Marketing Specialist at Iowa State University
Extension, for her thoughtful review and contributions.
INTRODUCTION
The Aging and Disability Resource Centers (ADRC) initiative is designed to serve as a “single point” of entry to public long-term care support programs, benefits and resources. Its national vision is to serve as a highly visible and trusted place for information and resources on longterm care and disability in every community. ADRCs are charged with increasing the visibility, awareness, acceptance, and use of the program, which can be achieved through an array of marketing strategies and activities, such as branding. Successful branding can become a strong and enduring asset for ADRCs. It can also be a value driver to boost and promote ADRCs as
“the” trusted source for long-term support options and information on public programs and benefits. This issue brief provides and overview of branding, its benefits, core elements of branding and suggested branding strategies.
When talking about brands and branding, most people think about Coca Cola, Apple, Volvo,
Starbucks, and other private sector businesses. Rarely do government or human service organizations come to mind, nor do they think of themselves as brands or potential brands.
However, public and social sector organizations are well positioned to become powerful brands, because they can provide a consistent brand and message. Additionally, these organizations often serve small niche markets and have an intimate understanding of the communities they serve. Whether their focus is on community service, education, the arts, or research, their familiarity of one topic or field is a solid basis on which to build a brand.
OVERVIEW OF BRANDING
Brands are often thought of as a single message, logo, or slogan;
February 2007
Private Industry Lessons: Branding Concepts and Strategies for the
Social Service Sector
Prepared by: Gilbert Thompson
The Lewin Group thanks Catherine Adams Hunt, Marketing Specialist at Iowa State University
Extension, for her thoughtful review and contributions.
INTRODUCTION
The Aging and Disability Resource Centers (ADRC) initiative is designed to serve as a “single point” of entry to public long-term care support programs, benefits and resources. Its national vision is to serve as a highly visible and trusted place for information and resources on longterm care and disability in every community. ADRCs are charged with increasing the visibility, awareness, acceptance, and use of the program, which can be achieved through an array of marketing strategies and activities, such as branding. Successful branding can become a strong and enduring asset for ADRCs. It can also be a value driver to boost and promote ADRCs as
“the” trusted source for long-term support options and information on public programs and benefits. This issue brief provides and overview of branding, its benefits, core elements of branding and suggested branding strategies.
When talking about brands and branding, most people think about Coca Cola, Apple, Volvo,
Starbucks, and other private sector businesses. Rarely do government or human service organizations come to mind, nor do they think of themselves as brands or potential brands.
However, public and social sector organizations are well positioned to become powerful brands, because they can provide a consistent brand and message. Additionally, these organizations often serve small niche markets and have an intimate understanding of the communities they serve. Whether their focus is on community service, education, the arts, or research, their familiarity of one topic or field is a solid basis on which to build a brand.
OVERVIEW OF BRANDING
Brands are often thought of as a single message, logo, or slogan;