CASE STUDY: Revitalizing a Public Brand

Educating the American public on agency missions

A U.S. government agency wanted to better educate the American public about its mission and activities.

Vianovo conducted a large-scale brand study that included focus groups, a national survey and an extensive literature review.

Our study uncovered a big insight.  While the public strongly supported and appreciated the agency, its brand equity was almost entirely rooted in the past – Americans knew little about the agency’s present day activities or recent accomplishments.

Given this challenge, our team created a new positioning and messaging strategy.  It focused on revitalizing the agency’s brand by connecting the past with the present – and better communicating how its work made a difference to average Americans’ everyday lives. 

To bring the strategy to life, we designed a communication plan that included employee rollout events, op-ed strategies, key audience outreach, new non-traditional partnerships, and a series of public-private forums around the country.

Two years later, we oversaw a follow up brand study – it showed that our work had helped the agency make its mission more relevant to the American public and key stakeholders.