We’ve now completed the main phase of our brand reputation initiative for Wokingham Borough Council.

The objective of this wide-ranging exercise for the Berkshire local authority has been to analyse its reputation – especially amongst its 175,000 residents – and recommend ways to strengthen it through communications and marketing.

The Council said it selected us for this assignment based on our track record in advising local government bodies as well as private sector businesses, and the clarity of our proposed approach.

Led by Tariq Khwaja, the project links closely with the organisation’s Customer Excellence Programme to improve its interaction with its residents, as well as its on-going work to enhance its core services. And it’s proved a fascinating exercise to deliver.

Since March, we’ve:

  • facilitated seven, lively workshop sessions with the Council’s Leader, CEO, Cabinet members, officer leadership group, and communications and marketing team – exploring the organisation’s strengths and weaknesses, resident relationships, communications activities and long term vision
  • conducted a survey of residents’ views
  • carried out an employee poll, and
  • undertaken an audit of the organisation’s current communications and marketing

We’ve now pulled together our findings and set out our recommendations in a detailed report.

We’ve concluded, for example, that the Council produces a high volume and standard of external and internal communications. This is reflected in how well informed residents feel about the local authority’s activities, and how proud employees feel to work for the organisation.

At the same time, residents feel less involved in local decision making and hold mixed views about the Council, while employees highlighted two major areas for internal improvement.

While there are many points highlighted by our exercise which can be addressed, we’ve recommended four priority actions relating to the Council’s vision and human face, its communications strategy, its resident engagement approach and its website.

David Allen, Communications, Engagement & Marketing Manager at the Council, said:

“TK Associates have brought real intelligence and perception to the project. What impressed us most is the way they quickly got an understanding of the Council – our aspirations and issues –  and shone an insightful light on ways we can develop.

“They’ve worked well with elected councillors and officers to build this understanding but also challenged our self-perception to provide an honest assessment that will guide our brand and reputation work in the future.”


See more on our work with local government bodies and please get in touch if you have a project to discuss.