Branding and Organizational Identity

Government agencies are experiencing a rapidly changing marketplace where managing reputation, as well as performance and progress recognition, is becoming increasingly difficult. The outlook in the government sector is shifting to a more customer-centric environment, creating a need to appeal to target customer segments. How can agencies maximize customer loyalty? How do organizations create an environment that motivates and inspires employees behind their goals? With increased competition for talent, how do organizations attract and retain an intelligent workforce that can manage all of these demands with customers who remain connected to the agency?

These questions reveal some of the challenges the federal marketplace is facing. Centered at the core of these challenges is your brand. It’s your promise and your reputation.

Booz Allen’s brand management experts address these business challenges on all fronts. Our approach addresses the critical challenges facing federal agencies today. By mapping solutions directly back to the agency’s mission, the result is a resonant value-based brand designed to optimize your organization’s brand equity. We help organizations build and manage brand identity and powerfully communicate their key messages by leveraging a full suite of media tools to produce compelling visual communications.

Booz Allen offers a comprehensive approach to creating value-based brands for government agencies. Our core competency in brand management uses experts from all management disciplines to refine and communicate the major themes of the agency’s mission and values to all stakeholders. All brand management communications map back to the vision and values of the agency’s mission. Booz Allen will help your organization define how those values take shape by creating the platform and visual communications tools that serve as vehicles for communicating your agency’s value-based brand. We will work with you to ensure that your brand is unique and valuable and builds equity over time.

Consistent with our overarching approach to strategic communications is Booz Allen’s five-phase branding methodology (see diagram). Our experts will work with you to provide high-level expertise every step of the way.

Link here to the complete Branding and Organizational Identity Capability Sheet.

This page was last updated 17 September 2009.