Reinvigorate your Public Housing Agency’s public image and culture with rebranding

Working in the nonprofit arena is both exhilarating and exhausting. Public housing agencies rely on an engaged staff to provide clients and communities with positive experiences while meeting agency goals.

However, with rising demand, uncertain funding, and the repetitive cycle of HUD inspections, even the best agencies struggle to meet the needs of clients, employees, and stakeholders. Amy Jones, executive director of the Reno Housing Authority, explains:

The trend is that monies are being cut and we just have to do more with less.

Housing authorities address these concerns by turning to innovative and meaningful strategic planning. While often thought of as a way to alter the reputation of a housing authority, refreshing a worn out image—and team—provides additional benefits.

From improving internal messaging to impacting workplace culture, an agency-wide rebranding provides the boost employees need to assist residents and potential clients.

Review your brand’s message.

With new policies and technologies continually changing client interaction, keeping your housing authority relevant and updated is crucial.

Ongoing levels of disconnect in the workplace point to a need for substantial action instead of gradual steps.

Can your employees and residents define your agency’s mission, values, and guiding principles? Do they understand the goals of your housing authority and the action required to get there? Entrepreneur reminds organizations that:

A well-executed rebrand starts with a brand audit, and it should include employees and stakeholders.

• Engage board members and staff in conversations about your housing authority. Questions about where you are, where you want to be, and how your agency will get there help open the lines of communication.
• Survey residents to determine their first impressions of your housing agency. From the ease of technology to interactions with staff, a cohesive concept delivers a consistent message to clients.
• Talk to your community. Strong relationships rely on housing authorities understanding and meeting the needs of the public.

If you receive answers that don’t accurately reflect your goals, then your message is getting lost along the way.

Refresh your brand culture.

We know that employees who feel vested in an organization’s brand culture perform better. According to research by Work for Good:

93% of nonprofit staff says they’re engaged at work.

That’s nearly triple the national average of employees in for-profit industries. However, this engagement often comes at a price—employee burnout and eventual turnover.

Housing authorities, like the Cincinnati Metropolitan Housing Authority, who perform a SWOT analysis, often find that an employee’s perception of the agency is a weakness. 

• Review your total image, from printed documents to employee email signatures. Outdated logos and information contribute to a lack of trust from staff and your community.
• Determine which components of a rebranding strategy fit your budget and have the most significant impact. A successful update is succinct and embraced by housing employees.

A clear brand culture defines the focus of your housing authority while ensuring staff provide the right message to clients.

Boost communication.

From a renewed team spirit to improved agency reputation, rebranding revives a weary crew and gives employees the tools to convey the right message to the community. Entrepreneur points out that:

Workplace culture is a powerful driver of change, and a rebranding presents an ideal opportunity to harness that energy toward renewed goals.

When faced with stagnant working conditions and a grueling workload, employees lose sight of goals. If this cycle continues, then it’s detrimental to those you’re trying to help.

A healthy environment turns employee engagement into results-driven passion and purpose.

We know that dedication runs deep in the nonprofit sector. But ignoring your brand’s culture and having an outdated image affect housing authorities from the inside out.