Branding Principles

Branding guidelines provide guidance to California government agencies in regard to branding of internal and external communications. The objectives of branding is to:

  • Increase community recognition, awareness, and confidence in the state of California government through brand communication.
  • Increase the effectiveness and consistency of state of California government branding.

Branding is the sum total of an organization’s identity—from its name and logo to every piece of communication, internal or external—to every encounter every customer or potential customer has with it.

The Branding Experience

Designing the brand experience involves deciding what the brand experience should be like. Brand experience consists of all the static elements that the customer encounters (e.g. the service itself, logos, etc.). Designing the brand experience involves the following three key aspects:

The Service Experience

  • Functional attributes of what you have to offer, such as a service that will benefit residents or businesses and their level of benefit (e.g. Service “X” will save businesses money).
  • Experiential features, how the service works (e.g. technologies in the production process).
  • Aesthetics (a visual representation of your agencies offerings).

The Look & Feel 

  • The look and feel includes the visual identity (name, logo, banner design, website layout).

Experiential Communications 

  • Experiential Communications include the advertisement; it has to provide value, inform and benefit the customer.

Customer Service 

  • It is important not to forget the aspect of customer service in the overall brand experience. Specifically, the cradle to grave aspect of the customer chain should not be broken–this ensures that the “brand promise” is not broken.



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