The 411

9:00 a.m. - 12:30 p.m.


$750 (+hst)
Discounts available.

Registration Closed

Meet the Instructor

Josef Jurkovic

Josef Jurkovic

Josef Jurkovic is a founder and managing director of the CEC. He has over 35 years of public and private sector experience across diverse areas of internal and external communications, public consultations, branding and marketing.

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"The examples of the other departments/organizations were very useful when "making it real""

"This was an extremely useful tool in preparing for our departmental branding exercise"

"Concrete examples and an excellent description of the steps involved in the process"

"The interactive activities gave us a chance to put into practice what we were learning and reflect on our own organizations. The moderator was good at relating material to our own situations that we had outlined."

"The practice exercises were helpful and I appreciated hearing the perspectives and situations of the other participants. I found Josef's observations very helpful and I have many marginal notes which really resonated with me."

"I liked how the course eased into the material allowing everyone to become comfortable with it."


NOTE: The workshop content described below will be delivered through ZOOM ONLINE on two consecutive half-day sessions. Agendas and other relevant workshop documentation will be sent to you by the workshop instructor at least three days prior to the date of the first session.


What is a brand? What constitutes branding? Is branding possible for governments and public sector organizations? What are the key branding challenges and issues faced by governments? What lessons can governments learn from commercial branding? What's the difference between messaging, positioning and branding? How are they linked in doing strategic communications? How can you structure messages to reach different audiences while maintaining overall coherence and consistency? These and many other questions will be addressed in this one-day workshop designed to provide understanding of branding, positioning and messaging and their application to the challenges faced by government communicators.


The workshop will focus on:


8:45 - 9:00 Introductions and Workshop Overview
9:00 - 10:30 Branding Basics
What is a brand and branding? What does it mean in a public sector context? What are the main issues and challenges in government branding? Branding and communications. Differences between the public and private sectors. Developing and sustaining a brand image. The benefits and challenges of branding government and its organizations.
Branding Quiz Mini Exercise
10:30 - 10:45 Break
10:45 - 12:15 The Branding Process
Branding as a goal and a process. Essential steps. Key implementation issues. Getting started - The “Elevator Pitch”.
Group Exercise
12:15 - 13:15 Lunch
13:15 - 14:45 Building a Public Sector Brand Strategy
Key elements of a branding strategy: SWOT analysis, branding objectives, architecture, brand promise and positioning, segmentation and messaging, tactics, internal brand, sub-brands, co-branding, monitoring and evaluation, critical success factors, risk assessment. Canadian public sector branding experiences. Lessons learned. Developing the plan.
Group Exercise
14:45 - 15:00 Break
15:00 - 16:15 The Importance of Positioning What is positioning and why is it important to branding. The strategic planning context. The positioning process. Developing a positioning statement. Linkages between positioning, messaging and branding. The importance of audience segmentation. Messaging around a brand. Developing and living the “Message Pyramid”
Group Exercise
16:15 - 16:30 Wrap-up and Workshop Evaluation
Participants will complete a short evaluation