The 411

This workshop is only available on an in-house basis. Email us for pricing and to arrange for delivery of this workshop to your team.

Meet the Instructor

Josef Jurkovic

Josef Jurkovic

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

read bio


"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"

G027 - 2-day version


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 two-day workshop designed to provide understanding of branding, positioning and messaging and their application to the challenges faced by federal government communicators.


The workshop will focus on:



Agenda Day 1
8:45 - 9:15 Introductions and Workshop Overview
9:15 - 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.
10:30 - 10:45 Break
10:45 - 12:00 Approaches to Branding
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

12:00 - 13:00 Lunch
13:00 - 14:45 The Branding Process
Branding as a goal and a process. Essential steps. Key implementation issues. Getting started - The “Elevator Pitch”.
Group Exercise

14:45 - 15:00 Break
15:00 - 16:30 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.
Group Exercise
16:30 - 16:45 Wrap-up and Q & As

Agenda Day 2
8:45 - 9:00 Day One Review
9:00 - 10:30 Public Sector Branding Experiences
Examples of Canadian and international branding. Lessons learned. Being realistic. Group Exercise
10:30 - 10:45 Break
10:45 - 12:30 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.
Group Exercise

12:30 - 13:30 Lunch
13:30 - 15:00 Brand and Messaging
Linkages between positioning, messaging and branding. The importance of audience segmentation. Messaging around a brand. Developing and living the “Message Pyramid”
Group Exercise

15:00 - 15:15 Break
15:15 - 16:30 Brand Implementation Process: Getting it Right
Key challenges in implementing a public sector branding strategy and action plan. Developing the plan. Understanding brand management tools. Asking the right questions.
Group Exercise
16:30 - 16:45 Wrap-up and Workshop Evaluation
Participants will complete a short evaluation