Building brand together: the art of dialogue in local government
Brand is and always has been about identity. Whether you believe it sits within marketing or instead should be the umbrella strategy, brand communicates who an organisation is in the most authentic way possible. But the problem is, that word 'authentic', along with being the kind of weasel word Don Watson would roll his eyes at, has lost its meaning. For me, brand (more than ever) is about truth. And for local government in particular this truth is all about community, what its specific needs are, and how, when and why these needs are met. In this way government branding contributes to the overall picture of the quality of life of the Australian population. But how does local government uncover this message?
Truth comes from the collision of different ideas. It's the conflict between two mutually inconsistent concepts such as the government and its people that plays an essential role in helping communication transcend information dissemination and embody shared experiences and aspirations that resonate deeply with a community.
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Brand is and always has been about identity. Whether you believe it sits within marketing or instead should be the umbrella strategy, brand communicates who an organisation is in the most authentic way possible. But the problem is, that word 'authentic', along with being the kind of weasel word Don Watson would roll his eyes at, has lost its meaning. For me, brand (more than ever) is about truth. And for local government in particular this truth is all about community, what its specific needs are, and how, when and why these needs are met. In this way government branding contributes to the overall picture of the quality of life of the Australian population. But how does local government uncover this message?
Truth comes from the collision of different ideas. It's the conflict between two mutually inconsistent concepts such as the government and its people that plays an essential role in helping communication transcend information dissemination and embody shared experiences and aspirations that resonate deeply with a community.
The crucial role of two-way communication
The effectiveness of a local government brand hinges on two-way communication. This dialogue ensures that the narrative is not one-sided. It allows for co-creation, where residents have a stake in shaping the story; it builds trust, fosters transparency, and encourages active participation in local governance.
Platforms for facilitating two-way communication have increased exponentially over the last few years and can range from public forums and town hall meetings to digital channels like social media and dedicated community apps. These platforms become the stage for storytelling, where every interaction, every piece of feedback, and every shared story enriches the local government's narrative.
Real world examples
Recognising the importance of two-way communication, the Orange City Council in New South Wales has implemented innovative platforms to facilitate Dialogue-Driven Development, specifically with its Your Say Orange platform. This online forum invites residents to contribute their stories, opinions, and feedback on various city projects, from park renovations to cultural events. By prioritising community voices in its developmental narrative, the council not only ensures that projects reflect local needs and desires but also strengthens civic engagement and trust in local governance.
Similarly, in Tasmania, the Launceston City Council has utilised two-way communication to engage residents in environmental conservation efforts. The Tamar River Recovery Plan is communicated through stories of community involvement and the positive impacts on local biodiversity. These narratives are collected by council and then shared via council newsletters and social media – inspiring residents to participate in river clean-up events and environmental workshops – demonstrating the power of dialogue in mobilising community action towards sustainability.
Two-way communication as truth creator
By fostering an environment of mutual engagement and transparency, local governments can create brands that truly resonate with the people they serve. This collaborative approach not only enhances civic trust and participation but also ensures that the brand narrative reflects the community's values and aspirations.
In this way dialogue is a dynamic interaction where government branding is not just about crafting an image, but about co-creating a shared identity that stands on the foundation of a collective truth.
Brands are built better together.
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Megan
