Can public sector organizations be coherent corporate brands?

Abstract

This article discusses the potential challenges of introducing corporate branding in public sector organizations. While the corporate branding ideal is to seek a precise and coherent definition of the organizational identity and achieve message consistency in the organization's self-presentation, public organizations are often characterized by contradictory and inconsistent values and multiple identities. This makes the ideal of consistency difficult to achieve. It is argued that public organizations will benefit more from branding on the basis of inconsistent values and multiple identities rather than trying to promote one set of values and one identity at the expense of others.

Brand Salience and Brand Differentiation of the Florida Forest Service

“…Focusing on a specific, consistent message could improve success because it is more likely to be remembered by the public (Thorson & Moore, 1996;Walvis, 2008;Weiss & Tschirhart, 1994). The message must also encompass the scope of the organizations' activities (Hoggett, 2006;Waeraas, 2008Waeraas, , 2010. Similar to the message, consistent use of the brand identifiers is more likely to be remembered (Walvis, 2008).…”

“…First, public organizations must have approval from not only those they immediately serve but also the general public (Hoggett, 2006;Moore, 1995). Second, public organizations have multiple roles and identities that need to be represented (Hoggett, 2006;Waeraas, 2008Waeraas, , 2010. Third, public organizations' roles and purposes differ from private organizations (Laing, 2003;Walsh, 1994;Waeraas, 2008).…”

“…Protecting Florida forests could be a message for FFS to improve brand salience. This basic message encompasses the various duties of FFS, which is important for public organizations (Hoggett, 2006;Waeraas, 2008Waeraas, , 2010. Focusing on a specific message will improve the likelihood of brand and marketing success (Thorson & Moore, 1996;Walvis, 2008;Weiss & Tschirhart, 1994).…”

“…Due to increases in consumerism and competition, public organizations are increasingly using marketing techniques, leading to more public relations and marketing staff in public organizations (Walsh, 1994). Waeraas (2008) stated public organizations are increasingly using corporate branding, but the application of private-sector strategies to public organizations is not understood (Moore, 1995), including marketing (Butler & Collins, 1995;Laing, 2003;Walsh, 1994). Whelan, Davies, Walsh, and Bourke (2010) stated that public organizations need to go beyond only providing public value to a point of also fostering relationships with the public, which effective branding can aid.…”

“…One area where branding can be applied is public organizations. While research has focused on marketing activities of public organizations, there is a general absence of branding literature for public organizations like FFS (Waeraas, 2008), and there is also discussion relating to the appropriateness of applying private-sector marketing strategies to public organizations (Butler & Collins, 1995;Laing, 2003;Walsh, 1994).…”