Let’s be clear up front, you’re brand is probably not Coca Cola or Apple.  Unless of course you are Coca Cola and Apple, then welcome.  But, more than likely, the group of people that relate to your organization as a brand is different than your potential customer group.  This is especially true in government and higher education.

While you might have your NASA or your Harvard, where people would proudly where shirts emblazoned with logos prior to building a relationship with you, chances are this is not the case.  Your regular government agency or university is not “sexy.”  And there are so many other agencies or universities that your constituents or potential students probably don’t even know for sure the immense variety of what you do or offer.

It is easier to spend marketing dollars on name recognition, however if no one knows what you offer them, what are you hoping to get in return for this investment?  The same goes for social media, it is harder to build a community with a group of people who do not already know and understand your core brand.

In order to get the most bang for your buck, take a look at the programs and services you offer.  Do you have a top notch state park system?  Do you have a PR program that is resonating with a whole new demographic?  These are the things that will resonate with specific groups of constituents.  If you identify areas to strategically market towards or build communities around, chances are you will be more successful and develop more engaged long-term relationships.

Remember, people care about what your brand/organization means to them…not necessarily what you want them to care about.