Safeguarding every day
Singapore Police Force
From brand strategy, positioning, architecture, and identity to stakeholder engagement, multichannel activation, performance management, and brand governance
Attract, engage, retain. Repeat
Despite its role in securing Singapore’s ranking as the second safest country in the world, the Singapore Police Force was failing to receive recognition. The organisation struggled to attract and recruit talent and experienced a plunging retention rate while addressing ever-rising public demands. The project began with extensive research and analysis, including several months of comprehensive intelligence gathering, ∽40 executive interviews, ∽30 focus groups, social media listening, and crowd-sourcing insight via an internal online discussion forum.
Safeguarding every day
Insights were distilled into structured and comprehensive strategies centred around the clear need to shift public perception, allowing the force to become a more respected figure of authority while being seen as an integral part of the community. To address these key issues, repositioning and portfolio rationalisation took place. A transformational Brand Value Proposition built upon strategic pillars, summarised as ‘safeguarding every day’, was used to rally internal support for change. This notion highlighted the Police Force's relevant and critical role — evoking its commitment to protecting people, homes, and communities. Once internally socialised, the brand transformation began, starting with Brand Architecture. Supported by embedded brand management and governance, over 50 different and disconnected identities migrated to a single system. Resulting in a stronger, more impactful identity that hasn’t lost touch with the organisation’s 50-year heritage.
Measuring BRAND PERFORMANCE
Facing issues in public perception, recruitment, and retention, the Singapore Police Force established an organisation-wide Brand Performance Dashboard, a vital tool for enhancing their rebranding initiatives. Initiated after extensive study and insights gathering, the dashboard continuously tracked related metrics, translating structured strategies into measurable indicators, offering real-time insights and enabling agile responses to trends and concerns. This crucial tool measured the success of a migration from over 50 disconnected identities to a unified, robust brand identity under ‘safeguarding every day’. Through the dashboard, the impact of the new Brand Value Proposition was monitored, ensuring the transformed brand resonated with both the internal workforce and the public, bolstering the organisation's reputation. This organised approach has empowered the Police Force to align its rebranding with organisational goals, leading to enhanced attraction and retention of talent and a more integrated presence in the community.
“A strong brand makes us a better police force. It helps us get better people. People willing to work with us, that have more trust in the police, to keep Singapore safe.”
— Ng Joo Hee, Former Commissioner of Police
CREDITS
Client: Singapore Police Force
Principal Consultant: Dan Dimmock (FutureBrand)
Brand Strategy, Architecture and Identity: FutureBrand