Branding for Morale

Within the local government, practices once reserved for the private sector, such as branding, are increasingly more accepted within public administration. There are several elements that make up an organization’s brand. One such element that is traditionally underdiscussed but increasingly important in a changing public environment is the impact of morale. The purpose of this chapter is to offer an exploration of how morale is currently discussed in the context of branding and how cities are using it to improve their brand. This chapter specifically discusses the practice of branding from the purview of internal and external morale. Utilizing surveys and interviews from a sample of city managers and related public officials in charge of branding across Florida, this exploratory chapter brings into the forefront how municipalities are discussing morale and how the concept viewed internally and externally can enhance a city’s brand. Possible future research ideas are also provided on how scholars could examine morale in the context of branding, especially as practitioners seek to utilize branding in beneficial ways within their cities.