Why branding your program matters

Posted by Tyler Munro on Wednesday, October 3, 2018 9:00 AM

When people think branding, multinational corporations like Apple, Google and Coca-Cola come to mind. But nowadays, everyone’s getting a piece of the pie. Even people have brands (the Kardashians, anyone?). Municipal governments, too. And, strange as it might sound, your solid waste program should also have a brand.

Here’s why.

Good branding does two things really well:

  1. It clearly communicates a message
  2. It builds an emotional connection with your audience

The net result of good branding: you get noticed.

When it comes to outreach, many solid waste programs struggle to do these two things, let alone do them really well. Reaching residents is hard. For one, we’ve all got declining attention spans (shorter than a goldfish’s, apparently). This makes it harder to get a complicated message across. And getting your residents to care, let alone engage, with your message…

Forget about it.

Every day, people get bombarded with information, which means you have to compete with the Apples, Googles and Coca-Colas of the world to get your spot in the limelight. Branding can help with that. The good news? You can beat those big brands at their own game and build a meaningful connection with your residents.

Plus, you don’t need anything near an Apple budget to get the job done.

Branding done right: “Dumb Ways to Die”

Government communications get a bad rap. Public perception maintains that they’re stuffy. Even outdated. But this isn’t true. Just take a look at Metro Trains Melbourne’s “Dumb Ways to Die” campaign to see what we mean.

Now the most-shared PSA of all time, “Dumb Ways to Die” works because it communicates a difficult message simply, with levity, using visually distinct content. It doesn’t just catch people's attention—it engages with them. And in doing so, it encourages better rail safety.

Guess what? Your solid waste program can do the same thing.

Meet the Coachlings

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The Coachlings are at the centre of the branding services we offer our network members. Visually, they help your program get noticed. But they also give your program a consistent look and feel, which can be delivered across every medium, whether it be digital or print. This reduces confusion and streamlines your communications.

Plus, you get all the credit for it.

The Coachlings really shine as educational tools. Whether its demonstrating good recycling habits or the consequences of bad habits like wish-cycling, they provide a visual representation of difficult concepts in a way that’s engaging, entertaining, and that accommodates our goldfish-sized attention spans. Ultimately, they help you improve your service, which directly benefits your program performance.

To learn more about how the Coachlings can help you, feel free to book a demo below.


About Recycle Coach

We save people time and energy with intuitive digital tools that make recycling easy. Our goal is to be in every city, on every device, empowering communities to work together to waste less and recycle more. We’re recycling simplified.

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Topics: Recycling Outreach, Resident Outreach, Technology

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