Got Broadband? Here's how to brand it.
Implementing an internet service is an expensive and complex undertaking. By investing in branding your service, you're committed to the education and adoption of the service by the community. Here are 3 takeaways to consider when developing your brand.
1. Unite project cheerleaders
Gather the troops! Implementing a complex public service involves many diverse stakeholders which can include a technical team, city council members and staff, public leaders, local business owners and more. Just as a brand unifies the efforts of all these stakeholders, the building of the brand should also integrate stakeholders into the development process. Listen to local stakeholders about branding concerns, learn about what the service will provide, and establish a relationship with community leaders who will be integral to spreading the word about the service.
2. Discuss the need as a basic utility
Because broadband is a technical and complex service, you may feel drawn to focus communication efforts on how it works. Instead, focus your communication on WHY the service matters, and what it can help your residents accomplish. For example, you could share information about which institutions can benefit from a public internet service, like schools, hospitals, local businesses and more. Also share what factors were included in the decision to provide the service, like staying competitive for attracting future businesses and residents, ensuring all residents receive equal speeds and connection and more. A great example of this is a video produced by the Pulse Team. Notice how they focus least on technical specs, and more on impact and motivations.
3. Be friendly and warm in your messaging (like a hug from a kitten)
Before launching the brand, understand your audience. What are the best ways to educate residents about the new service? How do you plan to introduce and celebrate the brand? We recommend multiple communication tactics to effectively spread the message.
Say thanks to those who provided initial input. Remember those cheerleaders? Reveal the brand with them and show appreciation to their contributions. They are some of your most important brand ambassadors!
Understand your competitors. Private service providers may respond to the new service by pressuring residents to sign long contracts to save some of their market share. Provide your residents with the implementation information they need to make decisions about which services they choose. We all know cable companies can be bullies. Provide an arsenal of conversation points to your residents so they are not pressured into long-term contracts.
Celebrate! Internet service is an impactful and necessary service for many Towns and Cities. Create excitement about the service and spread brand awareness by being present at local events and sharing promotional materials. If you are excited about the service, that excitement will translate to your residents as well.
This is only the surface of important elements to launching an internet service brand, but consider these takeaways before you take the leap! To learn more about our experience, contact our Chief Operations Officer Ryan Burke. You can also explore the Pulse brand here.