One of the reasons public-transit agencies don’t focus much on branding is that’s often no other local competition.
But, as TheCityFix notes, “brands can perform other functions besides competitive differentiation. And some of these functions are actually very important for public transit.”
Consistency, continuity, and trust are three things often lacking by transit providers and, guess what, those are three things that marketing, communications, storytelling, and branding can nicely provide. This is not theory: declining trust in Washington D.C., led to 40,000 fewer Metro riders between 2010 and 2014.
Research Metrolinx in Ontario, Canada conducted in 2016 found that nearly half of the residents the agency serves don’t know what Metrolinx is or what role it plays. Still some charge that the transit agency is wasting taxpayers’ money on a mere stylistic logo change that has no connection to any real-world service improvements.
But a solid brand strategy connects isolated products or experiences to a bigger story with greater meaning. A bigger vision of the world and the brand’s place within it. We pay more for Nike shoes, for example, based on more than just the design and features of the shoes themselves. Nike’s simple swoosh logo contains layers of meaning and associations that connect to our own beliefs, desires and self-image.
Metrolinx isn’t selling shoes, but it is selling a vision. The organization is about to embark on what Ontario Transportation Minister Steven Del Duca has called a “once-in-a-generation, once in a lifetime” opportunity to expand transit in the region. This expansion will cost upwards of $34 billion. And Metrolinx can’t do it successfully without the cooperation and support of the community. The best way to earn that support is with a clear vision and a compelling story.
Oh, and it’s also helpful if more than half the people know you exist.
One more bonus: A compelling brand can galvanize employees and bring new value to the organization on multiple levels. Improved engagement can boost employee retention, lessening recruiting and training costs. Stronger alignment between departments can help teams focus better and improve operational efficiency. A greater sense of purpose and meaning can inspire employees across the organization – from front-line staff to executive leadership – to go the extra mile to help realize the vision.
Historically, transit authorities have been run by engineers with something of a “trust us we know best” attitude. Today, these organizations are being forced to come to grips with the high expectations of modern customers empowered by digital and mobile technology.
Read the complete article at TheCityFix
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