City of Mount Dora Branding Council Work Session February 19, 2019

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1 City of Mount Dora Branding Council Work Session February 19, 2019

2 Brand is an overall experience that distinguishes an organization or product from its rivals in the eyes of the customer.

3 Branding is a set of marketing and communication methods that help to distinguish a city from competitors, aiming to create a lasting impression in the minds of customers.

4 Destination Branding Destination Branding is aimed at promoting a tourist destination through the building of a brand. The purpose is to give value to the destination so that tourists or travelers are able to recognize and share the brand identity.

5 Brand Equity The measurable total of a brand s worth, validated by assessing the effectiveness of the brand strategy. Effective use should result in increased customer satisfaction & customer loyalty. A brand is a promise to its customers of what they can expect. (functionally and preferably emotionally). Although intangible, the value of a brand can become the city s most valuable asset based on the revenue it can generate for the community.

6 Brand identity Brand awareness Brand communication Brand loyalty Branding strategies Branding is one of the few remaining forms of product differentiation.

7 Brand Identity City logo, City seal, Colors, City flag, Tag lines, District names, Times new roman font Attributes Ex: environmental friendliness Benefits Ex: maintaining and planting live oak trees creates shade, fresh air, and an old world atmosphere Values Ex: If Mount Dora demonstrates environmental friendliness, Mount Dora will attract environmentally friendly people Personality Ex: Sincerity down to earth, honest, wholesome, and cheerful Sophistication glamorous, upper class, charming

8 Brand Communication Touch Points: Anywhere a customer has an interaction with the brand. The voice of the brand should reflect the values, attributes, benefits & personality of the brand. Pre-purchase, purchase, post-purchase experience Website Social Media Newspaper / Magazines Radio Flyers Billboards Public Relations Pamphlets Invoices Customer Service Signage T-shirts Displays Word of Mouth

9 Two Brand Identities Downtown District Ex: Sincerity down to earth, honest, wholesome, and cheerful Sophistication glamorous, upper class, charming Wolf Branch Innovation District Ex: Excitement daring, spirited, imaginative, and up-to-date Competence reliable, intelligent, and successful

10 Brand Strategy Multi-branding Strategy Multi-product Strategy

11 Brand Strategy Multi-branding Strategy Multi-product Strategy Wolf-Branch Innovation District Historic Downtown Mount Dora City of Mount Dora Wolf-Branch Innovation District City of Mount Dora Downtown District Two completely different brands functioning under one city government, targeting different market segments. One name across all districts, capitalizes on brand equity, and supplements the other district.

12 How to Protect the City of Mount Dora Brand Equity Consider the City s brand image and market position before creating or accepting new programs, services or partnerships. If the program can t perform at the same level of excellence, it shouldn t be allowed. Align pricing decisions and strategies with the brand s market position and image. Ensure all promotions are consistent with the brand identity. Don t allow the brand to erode. Continue to create governmental structure that supports the brand identity. Do not allow the brand identity to be utilized without written permission.

13 Investing in Brand Equity Be proactive. Consider creating a formalized brand, beyond brand identity. If the City doesn t create the brand, it will be created for them by the community.