It is necessary first to review the importance of branding.
Branding means embedding a set of characteristics into a product, a range of products or an organization, to make it compelling and unique.
For the Government of Canada, the product we offer is service, and the service attributes are:
Accessible
Respectful
Reliable, and
Innovative.
Departments should strive to embed these attributes in all of their paid communications activities.
If the Marketing Plan is successful, when people think of the Government of Canada, they will associate it with these characteristics. Of course, the service delivery itself must embody these characteristics as well.
