Slide 10 of 23
Notes:
- “Branding” means embedding a set of characteristics onto a product, range of products or a company that makes them compelling and unique.”
- For example, private-sector brands such as Nike, McDonalds and Roots have succeeded in associating their product lines with a look and specific characteristics. This is then transmitted via their logo, when you see these corporate identities you know exactly who they are, their market positioning (leader, value, price, quality). It helps then help you make a purchase decision or buy their stock.
- The public service can also help to improve its relationship with Canadians, by doing the same.
- For consistency across the public service, these four values or characteristics should define our work: Reliable, Accessible, Respectful and Innovative.
- These attributes are not meant to be explicit. We don’t say them - we “be” them.
- If used consistently and with discipline, a set of values will be attached to the Government of Canada “brand”, which will more clearly “position” the public service.
- Finally, the “brand” is almost always represented visually/graphically with a common, corporate identifier. For the Government, this identifier is the Canada Wordmark.
