Fresh running water. Quality roads and transportation. Electric service. These are all critical services of daily life that most residents take absolutely for granted—until there’s a problem or a big decision to make. For that reason, all public agencies stand to gain by building an ongoing dialogue and positioning themselves as more than vendors with their customers.

And let’s make that point clear, they are customers…they are not “users,” “ratepayers,” or “drivers.” In this hyper-competitive world of choices, public agencies must treat their publics as valued customers. The risks of posturing more as a commodity vendor can leave public agencies seeing consumption declines and a lack of public engagement and support for critical infrastructure initiatives, among other dissension. In short, conveying a value proposition and engaging with customers serves the mission and your agency’s sustained financial health.

Why now?

Because trust in public service entities that even remotely resemble “government” is declining. The Partnership for Public Service recently published its “The State of Public Trust in Government” study. To be clear, a locally governed utility is not a federal agency, but one can understand how the average consumer lumps such entities into the “government” label. The study’s findings are disheartening. On the local level, agencies must do all they can inspire confidence in the face of such headwinds.

A robust branding and communications program is a critical first step. Earlier this year, North Star participated in a panel conversation at the Urban Water Institute’s 2026 Spring Conference. We cited these important activities as the foundation to building trust among customers.

How Public Agencies Spark Positive Customer Engagement:

• Seeking Resident & Customer Insights through Research
• Highlighting Agency Value Distinctions & Differentiators
• Brand & Positioning Strategy Development
• Robust Ongoing Community Communications Programs

Whether you are a public agency or a partnering municipality, take a hard look at your brand and communications program and ask, “Could we be more relevant and in touch with our customers? Could we convey a higher order benefit to our work and offerings that we are not today? Can we build a deep dialogue that will help us serve better and achieve public endorsement for the initiatives that will expand our ability to serve in the future?”

If the answer is “yes” to any of these questions, let’s talk. We have proven experience with public agency branding and communications, and we’d love to help you.