Hampshire County Council brand strategy

The Hampshire County Council brand is one of our most powerful assets. It's who we are, it's how people recognise us and most importantly, it's about how people remember and relate to us.

This brand strategy outlines the elements that make up the brand and policy on how the brand must be implemented.

Stated aim of the Hampshire County Council brand

To build a brand that conveys the message that Hampshire County Council is approachable, responsive to people's needs, and that also stands for quality, efficiency and professionalism.

It must promote our image as a modern and progressive organisation.

Brand values:

approachable
responsive
quality
efficiency
professionalism.

Brand objectives:

to present one brand (one name, one logo): Hampshire County Council
to convey brand values that stem from the corporate vision and mission
to provide and fulfil a promise through service delivery
to be accountable - to make sure people understand what they get for their council tax
to let people know where to come for public services
to help improve the public's perception of our organisation in line with our brand values
to make information from Hampshire County Council instantly recognisable
to cross-sell our services (eg a visitor to Staunton Country Park might be encouraged to visit the local library or museum)
to enable a user-specific approach - the Hampshire County Council brand enables us to group services by user need
to strengthen the status and profile of the organisation.

How do we convey our brand?

Through marketing communications which are made up of:

a distinctive and consistent brand identity
design and visual presentation that complements the brand identity and reflects the brand values
copy (written text) that reflects the brand values
appropriate mediums of communication
fulfilment of the promise of the brand values.

How is a brand effective?