Suncoast Workforce transitions to new statewide brand

February 10, 2014 

Today is the public launch of Florida's new workforce system brand, CareerSource.

Under this new brand, Workforce Florida Inc., the agency that sets policy and has oversight of the 24 regional workforce boards, will represent the workforce system under the master brand CareerSource Florida. Each board has adopted a sub-brand that pairs CareerSource with a regional designation describing its area to create a unique, but aligned regional signature. In our case, Suncoast Workforce is now CareerSource Suncoast.

This initiative is a result of legislation that was signed into law last July by Governor Rick Scott. The legislation charged Workforce Florida to develop and launch a statewide, unified brand. The purpose of this initiative stemmed from confusion with businesses, job seekers and workers not knowing where to find workforce services in other areas of the state. There was also a lack of awareness about what services were offered.

Contrary to how someone may define a brand, a brand is not just a name, corporate identity or logo. As Marty Neumeier, author of "The Brand Gap" explained in his book, your brand is the customer's perception about their experience with you. "A brand is a person's gut feeling about a product, service, or company. It's a gut feeling because we're all emotional, intuitive beings, despite our best efforts to be rational," said Neumeier. "It's a person's gut feeling, because in the end, the brand is defined by individuals, not companies, markets, or the so-called general market."

While Florida's workforce system has a new name, the way we will do business and the services we offer will remain the same. We will continue to be a business-driven system aligned with economic development strategies to help businesses grow, and sourcing and developing talent for jobs of today and careers of the future. For more information about the services we offer to businesses, job seekers and workers on the Suncoast, please visit our new website at

Mary Helen Kress, President and CEO of CareerSource Suncoast, a not-for-profit corporation serving Manatee and Sarasota counties writes about employment issues.

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