Can a Government Program Create Brand Loyalty?

Can a Government Program Create Brand Loyalty?

Can a Government Program Create Brand Loyalty?

In an environment of limited resources, the Department of Homeland Security (DHS) and its components face the challenge of creating loyal stakeholders as a means to stay relevant and obtain sustained funding. In the many mission areas across DHS, there are valuable, unique programs that must grow and develop to meet the ever-increasing needs of demanding stakeholders.

Clearly communicating a program’s mission and identity – often called branding in the private sector – provides a way to clearly distinguish the importance of a program to stakeholders and, even in some cases, to the American public. This can increase awareness of the program and help it overcome any cultural resistance.

Storytelling is a unique tactic that brings a program to life for a stakeholder or the American public. It is a valuable part of DHS’ toolkit to communicate its functions, services, and mission. Storytelling transcends different channels – conferences, webinars, social media, websites, etc. – and creates a sense of community by connecting with what is important to stakeholders.

Agencies should develop their storytelling capabilities to strategically build brand loyalty with their stakeholders. This translates into support from Congress, sometimes in the way of additional funding, and allows the program to expand what they can offer. For example, as the Integrated Public Alert and Warning System (IPAWS) expanded the ability of emergency managers to communicate with residents within a geography threatened by a natural disaster, it also offered the capability to save lives through Amber alerts. The more the American people know about the service, the more quickly they will respond to a life-saving alert in their area.

The public increasingly relies on social media. This channel is particularly useful in strengthening brand loyalty through connectivity and accessibility. Launching storytelling campaigns and using a tool, such as social media, is necessary to promote agency services. Through a sense of belonging, stakeholders may turn into brand loyalists and continue to promote and support agency products and services.

Branding, and storytelling, provide the perfect platform to tell the stories that will keep our nation safe, sometimes even one life at a time.

Blog Homeland Security

Contributors

* Arc Aspicio |

Arc Aspicio is a management, strategy, and technology consulting firm that takes a mission-oriented approach to complex client challenges. Focused on innovation, Arc Aspicio provides services in strategy, design, human capital, operations, analytics and visualization, technology and information sharing. The company is known for a strong, collaborative culture that values gratitude, provides leadership opportunities, and explores the future. Our teams take a human-centered approach to working with clients and are flexible and responsive within dynamic Government client environments where missions evolve and new priorities arise sometimes even daily. We thrive on these situations and promote continuous improvement and new ideas. And, #welovedogs! Follow us on Twitter @arcaspicio or learn more at www.arcaspicio.com.

Lynn Ann Casey / Chief Executive Officer info@arcaspicio.com 703.465.2060

Launching into #Action Through Strategy

Launching into #Action Through Strategy

As a new employee, your first company-wide meeting can make you nervous. This was how I felt.

Arc Aspicio’s recent Strategy Launch Day was so well planned and it involved participants so that I learned that I had nothing to worry about! The company treats each employee equally and equips even the newest joiners with the information and skills they need to have a meaningful experience

What Being a Consultant Means to Me

What Being a Consultant Means to Me

As a Consulting Associate at Arc Aspicio, I provide expertise and insight to help clients solve difficult problems. To be successful, a consultant does not need only to be a subject matter expert on their client’s industry and needs - though this often ends up happening over time.

Captivate Your Audience Through Design+Data

Captivate Your Audience Through Design+Data

So often, senior leaders must communicate their strategic and simple vision in a world of growing complexity. They must make decisions – and frequently explain them – based on an enterprise view of their data. It’s getting easier to do this these days through data visualizations and infographics that speak to specific employee and stakeholder audiences. Design+Data is what we call it at Arc Aspicio.

Chief Data Officers: Six Steps to Manage Data as an Enterprise Asset

Chief Data Officers: Six Steps to Manage Data as an Enterprise Asset

With an exponential increase in the types and quantities of data, organizations need defined strategies and techniques to manage data as an enterprise asset. To create enterprise-wide use of data, a Chief Data Officer (CDO) needs a clear data agenda for leadership and the whole organization to address current and future needs. CDOs should follow this six-part data plan to achieve short term capability gains and plot a path to greater enterprise data maturity.

Securing Cyberspace: Agile Strategy to Counter Changing Threats

Securing Cyberspace: Agile Strategy to Counter Changing Threats

Cybersecurity, managing and protecting computer systems from attacks, is evolving just as quickly as the techniques hackers use to cause damage. Historically, the public and private sectors believed that stronger technology and more advanced computer systems alone were enough to prevent attacks. As new trends emerge and the technologies used to both conduct and prevent hackings improve, cybersecurity strategies must remain agile, trying new tactics to counter changing threats.

Hacking Back – Do the Benefits Outweigh the Risks?

Hacking Back – Do the Benefits Outweigh the Risks?

With the increased frequency and sophistication of cyber-attacks worldwide, companies and executives are becoming frustrated with a traditional focus on defensive tactics. As a result, some private sector actors are taking a more active role in cybersecurity by “hacking back” – hacking against the very groups that are attacking their systems in retaliation or to retrieve stolen data. As hacking back rises in popularity, it is important to consider a number of political and legal issues and the risks to counter-terrorism efforts.

LeadersNest Names Lynn Ann Casey a FedFem Award Honoree

LeadersNest Names Lynn Ann Casey a FedFem Award Honoree

Washington, DC, October 19, 2018 — LeadersNest named Arc Aspicio CEO Lynn Ann Casey a FedFem Award Honoree. The FedFem awards salute high-impact women executives and leaders of the government contracting community. FedFem Award Honorees blend their entrepreneurial courage and Federal government support that effectively impacts the industry, national economy, and the local marketplace. 

Boosting the Mission: Developing Acquisition Requirements Guidance

Boosting the Mission: Developing Acquisition Requirements Guidance

To keep up with the fast pace of change in the field of Government acquisitions, Department of Homeland Security (DHS) components are developing their own acquisition requirements (AR) policies. However, without specific timeframes to finalize these policies, DHS agencies often lack guidance on how to develop ARs. Among DHS agencies, the U.S. Coast Guard is leading the way with their own formal policy to describe this process. To compliment the U.S. Coast Guard’s policy, DHS created the Joint Requirements Integration and Management System (JRIMS) to offer direction for agencies—to review, validate, and suggest solutions for capability gaps and requirements.

Top Qualities of Design Thinking Leaders

Top Qualities of Design Thinking Leaders

Design Thinking is on the rise in the business world. Design Thinking leaders focus on creating the best product for their clients and working with the experiences and insight of fellow coworkers. Some of the key characteristics of Design Thinking leaders present themselves in individuals who are open and subject themselves to vulnerability with clients and coworkers. These qualities help leaders to connect and build relationships with others. They also create an open flow of communication that allows for others to better share their knowledge to align with and understand the company's mission.

Think, Key, Speak: Purposeful Communications

Think, Key, Speak: Purposeful Communications

I spent the early years of my career in the United States Navy as a Naval Flight Officer on the E-2C Hawkeye, the Navy’s aircraft carrier-based Airborne Early Warning and Command and Control platform. The various missions of the aircraft demand that aircrew monitor up to ten radio frequencies, and actively speak on three or four of those, at any given moment in flight.