Loading...
HomeMy WebLinkAboutPreserving Brand Equity During the Public Education PhaseCommunicatfon to fellow Commissioners From Commissioner Deanna Campbell July 16, 2026 1 To: Fellow Commissioners From: Commissioner Deanna Campbell Date: July 16, 2026 Subject: Preserving Brand Equity During the Public Education Phase Dear Fellow Commissioners, As we move from public engagement into the public educatfon phase of our work, I would like to offer several observatfons from the perspectfve of marketfng and public communicatfons. My comments are intended to help ensure that our educatfonal efforts build upon the recognitfon and trust we have established over the past eighteen months, rather than inadvertently diminish them. I hope you will consider these principles as we evaluate the proposed branding and website materials being proposed by Danegeld Marketfng firm. Preserving Brand Equity During the Public Education Phase Why This Matters Over the past eighteen months, the Study Commission has invested considerable tfme, effort, and public resources building awareness and recognitfon through a consistent visual identfty. Every meetfng notfce, survey, presentatfon, social media post, and news story has reinforced that identfty. We are now entering the most important phase of our work—not discovery, but public education. This is the point at which we need the public to immediately recognize our communicatfons and understand they are connected to the process they have been following. Changing the visual identfty at this stage undermines that objectfve. Marketing Principle 1: Brand Equity One of the most fundamental principles of marketfng is that recognitfon has value. Every interactfon with the public builds familiarity, recognitfon, credibility, and trust. Collectfvely, these assets are known as brand equity. After eighteen months, the Study Commission has established meaningful public recognitfon through its website, surveys, public meetfngs, printed materials, and media coverage. Communicatfon to fellow Commissioners From Commissioner Deanna Campbell July 16, 2026 2 Introducing an entfrely new logo, color palette, and visual identfty effectfvely discards much of that accumulated brand equity just as it becomes most valuable. The educatfon phase should capitalize on the recognitfon already established—not begin the process of building recognitfon all over again. Marketing Principle 2: Consistency Builds Trust One of the most widely accepted principles in marketfng is that consistency builds trust. Citfzens trust communicatfons they immediately recognize. Maintaining a consistent visual identfty across every point of public contact helps people quickly understand: • This is the same Study Commission. • This is official informatfon. • This is part of the process they have been following. Changing the brand at the final stage introduces unnecessary questfons: • Is this a different organizatfon? • Is this a new initfatfve? • Why does this look completely different? Every moment spent answering those questfons is attentfon diverted from educatfng voters. Marketing Principle 3: Government Communication Is Different Government communicatfon is fundamentally different from commercial advertfsing. Its purpose is to: • Educate • Inform • Explain • Build confidence • Encourage public partfcipatfon The visual identfty should support these goals quietly and effectfvely. The informatfon—not the branding—should be the focus. Marketing Principle 4: Preserve Institutional Identity The Study Commission already has an established public identfty developed by Working Ventures. Communicatfon to fellow Commissioners From Commissioner Deanna Campbell July 16, 2026 3 That identfty complements the City's existfng visual character and has become familiar through eighteen months of public engagement. Rather than replacing that identfty, the educatfon campaign should build upon it. Consistency reinforces legitfmacy. Replacing it weakens contfnuity. Marketing Principle 5: Every Rebrand Has a Cost Every rebranding effort carries costs beyond graphic design. Those costs include: • Loss of public recognitfon • Reduced contfnuity • Public confusion • Duplicate design work • Dilutfon of the investment already made in public awareness Organizatfons generally undertake rebranding only when there is a compelling strategic reason. In this case, no communicatfons problem has been identffied that would justffy abandoning an identfty that has successfully represented the Commission throughout its work. Color Psychology and Civic Communication Color communicates emotion before words are read. For public institutions, color choices should reinforce: • Openness • Transparency • Accessibility • Trust • Optimism While no color is inherently right or wrong, a predominantly black background communicates a much different emotional tone than lighter civic palettes. Black is commonly associated with luxury brands, entertainment, technology, and premium consumer products. It creates visual drama and strong contrast but is less commonly associated with government transparency, civic engagement, or public education. A darker visual identity may also reduce readability for extended reading, particularly for older audiences, and may unintentionally create a more commercial than civic impression. The question is not whether the proposed design is attractive. Communicatfon to fellow Commissioners From Commissioner Deanna Campbell July 16, 2026 4 The question is whether it best supports the Commission's responsibility to educate voters in a clear, approachable, and trustworthy manner. Color communicates emotfon before words are read. For public instftutfons, color choices should reinforce: • Openness • Transparency • Accessibility • Trust • Optfmism While no color is inherently right or wrong, a predominantly black background communicates a much different emotfonal tone than lighter civic palettes. Black is commonly associated with luxury brands, entertainment, technology, and premium consumer products. It creates visual drama and strong contrast but is less commonly associated with government transparency, civic engagement, or public educatfon. A darker visual identfty may also reduce readability for extended reading, partfcularly for older audiences, and may unintentfonally create a more commercial than civic impression. The questfon is not whether the proposed design is attractfve. The questfon is whether it best supports the Commission's responsibility to educate voters in a clear, approachable, and trustworthy manner. A Better Approach The Commission does not need a new brand. It needs better educatfonal content delivered through the trusted identfty it has already established. The existfng identfty can be strengthened by: • Improved navigatfon • Better explanatory graphics • Clear comparisons of ballot optfons • Short educatfonal videos • Updated photography • Improved page organizatfon • Interactfve educatfonal tools These improvements enhance communicatfon while preserving the public recognitfon earned over the past eighteen months. Communicatfon to fellow Commissioners From Commissioner Deanna Campbell July 16, 2026 5 Conclusion The public educatfon campaign should feel like the natural contfnuatfon of the Commission's work—not the introductfon of an entfrely new organizatfon. Our objectfve is not to launch a new brand. Our objectfve is to help voters immediately recognize the informatfon, trust its source, and understand the choices before them in November. Maintaining a consistent visual identfty is not simply a design preference. It is a fundamental principle of effectfve marketfng, brand management, and public communicatfon. Changing the Study Commission's identity at the very moment we ask voters to pay attention risks sacrificing the recognition and trust we have spent eighteen months building. Rather than replacing our brand, we should build upon it and devote our resources to what matters most: educating the public. Stewardship of Public Resources As public officials, we have a responsibility to be good stewards of taxpayer resources. The Commission has already invested significant public funds in developing and promotfng its existfng identfty through its website, surveys, outreach materials, and public engagement. Replacing that identfty during the final phase of the project duplicates that investment without a demonstrated public benefit. Good marketfng is not measured by creatfng something new; it is measured by effectfvely using and strengthening what already works. I offer these thoughts in the spirit of strengthening our public educatfon efforts and ensuring that the significant investment the City has already made in building public recognitfon is fully leveraged as we approach the November electfon. Respectiully submitted, Deanna Campbell Commissioner Bozeman City Study Commission