Local Government Magazine

Matamata-Piako adopts 'We Are.' branding campaign

We Write. About branding. Matamata-Piako District Council is one of the first local bodies to take up LGNZ’s “We Are.” branding campaign which is now being made available to individual local authorities.

So far around 35 councils are understood to have expressed interest in using the branding, with some 15 of them working on it behind the scenes.

Designed by Saatchi & Saatchi, the branding aims to help local authorities better “tell their story” about the value they provide to their local communities.

Lack of awareness of council value by both individuals and the business community was a key finding in a major study undertaken by LGNZ last year.

The branding consists of the introductory word “We” followed by a verb selected to best get across each particular piece of information. It has multiple uses and is extremely versatile. For example: We maintain. We provide. We support.

There are further guidelines around following statements and room for councils to blend in their own branding too.

LGNZ works closely with councils to ensure the branding is used consistently.

The branding can run on a wide variety of media. Councils are already known to be looking at including it on websites, printed materials such as water notices, in lifts, on vehicles, billboards, screensavers, and even blank walls out in their communities.

When LGNZ president Lawrence Yule 
originally launched the organisation’s “We Are. LGNZ” brand at its 2013 conference he said it would be a “unifying vehicle to carry the local government story”.

This article was first published in the October 2015 issue of NZ Local Government Magazine.

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