Editor's Notebook: Yes, Your Agency Has a Brand. Are You Investing in It?

What is a brand? It's more than a color palette, a logo, a catchy slogan or even the marketing campaign you developed. Think about a commercial. They’re not just selling you a product, they are trying to hook you on a concept, a feeling. Take insurance commercials—some leverage the feeling of safety, others lean into relatability or even peace of mind. Car commercials (I know, I know) frequently try to capture the feelings of freedom, adventure and independence.  

But if you really want to understand what I’m talking about, perfume commercials are the essence (see what I did there) of selling a feeling. After all, how do you sell a scent through a TV screen? Some brands have models galivanting through city centers, others traverse through deserts, fields of flowers or isolated beaches. Each setting is carefully crafted to curate the exact aura that particular brand’s scent is trying to embody. When you go to purchase a particular scent, you’re saying, “I relate to that. That seems like me.” The company has successfully sold you their product because of how they made you feel. That’s branding, and no, it’s not a bad thing.  

What does this have to do with transit, and why should you care? How people feel about you leads into how they think about you. And how your community and stakeholders think and feel about you establishes your reputation. When it comes to providing a service, your reputation is one of the most important assets you have.  

Here’s the thing: Whether you’ve defined it or not, you already have a brand. The good thing is that it’s a two-way street. Branding can be managed; it’s up to you on how actively you shape it. How do you do this? It’s about consistency, clarity and authenticity. Branding requires that you establish core values, a voice and a visual identity. While there are several subcomponents to each, these three pillars lay the foundation.  

The beautiful thing about having an established brand is that you can then focus on visibility—where the impact becomes clear. When you have an informed direction, you will know what to say, how to say it and who to say it. For instance, during the annual American Public Transportation Association’s TRANSform conference in Boston, I was chatting with a transit agency leader. They were catching me up on their own rebranding initiative. While it was a big undertaking, their brand is uniquely them—setting them apart from agencies across the country while authentically representing the community they serve. The result? People thought there was new or expanded service, but not a single route change or vehicle was added. The difference was that people were noticing the buses, not just because of the refreshed bright and bold colors, but because the look and feel resembled the community. The branding resonated with them.  

Your brand isn’t a static thing you never revisit—it should shape every story you tell. If you’re struggling to “tell your story,” then it may be because you’re unsure of your brand. A brand is the foundation for all communication, whether it’s marketing, advertising, media relations or public relations. Before you jump into your next big campaign or story pitch, take a moment to ask yourself, how will this content make my audience feel and is that in line with our brand.