Building a Better Brand By: Jessica Reynolds. Office of Downtown Development

Transcription

1 Building a Better Brand By: Jessica Reynolds Office of Downtown Development

2 WHY IS BRANDING IMPORTANT

3 What business is this

4 And this logo belongs to

5 And this logo

6 Can you guess the company? Zoom - Zoom

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8 And this one? I m Loving It!

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10 Yum! Melts in your mouth, not in your hand

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12 Break me off a piece of that.

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15 He went to

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17 Try as you might, it s tough to forget a good slogan!

18 Why is this important There is a lot happening in your community!!

19 Image is Everything! Branding strengthen your community s image Changes community attitudes by focusing attention on your best assets Builds a unified vision Generates fresh activity Communicates progress, excitement and attracts more investors, visitors and residents

20 Image Development More than a snappy tagline Makes us proactive to shaping the message of your community Message based on authentic attributes All stakeholders should buy into the image Image must be used consistently

21 Keep in Mind Visual data is processed 60,000 times faster by the brain than text

22 Hello

23 Keep in Mind It takes just 2.6 seconds for a viewer s eye to concentrate in a way that reinforces a first impression

24 But It takes us seeing something 5-7 times to remember it

25 Where do we begin? Identify your assets & focus on your uniqueness Look at your community with new eyes Know your demographics and audience Building your identity o With a logo, slogan, image, or theme Create a Marketing plan

26 5 Steps to Developing an Identity

27 Step 1: The Vision Statement What are your most important assets or services? What will you never offer? What is unique about living in your city? How would your customers describe living there? Where do you want your community to be in 5 years?

28 Step 2: The Mission Statement What are the specific market needs the city exists to address? What does the city do to address these needs? What are the guiding principles that define the city s approach? Why do residents live here and not in your neighboring communities?

29 Happiest Place on Earth! The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value."

30 Step 3: Essence When your visitors experience your community or businesses that make up your community, what emotions does the encounter elicit? If your brand were a person, how would you describe its personality? Here are some great samples of brands' essences: Volvo is "safe." Disney is "magical." Lamborghini is "exotic."

31 Step 4: Personality What personality do you want to put forth when people experience your brand? Are you lighthearted and fun? Are you serious and all business? Are you down-to-earth? Are you playful or matter-of-fact?

32 Step 5: Position or Value Proposition When crafting a positioning statement, consider: To whom are you speaking? (Target market, demographic, and persona) Which market segment does your community serve? What is your brand promise? (Both rational and emotional) Why is your community different from the competition, and why should your residents care?

33 HOW DO I LOOK?

34 Good Brands should be: Simple in Design

35 Work for all sizes

36 In Full Color

37 In Grayscale

38 And in One Color

39 Of Good Quality

40 Be Unique

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42 The Trifecta!

43 Your Brand Should Be marketed across all available platforms and communication materials: Social Media, Newsletters, Website, Signage, Business Cards, Letterhead, Brochures, Everything! Encompass good brand standards: Include a list of your brands colors, fonts, images, and good practices

44 BE AWARE!

45 Bad Brands Do Exist

46 Don t give the wrong message

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51 MARKETING

52 Once your Brand is Developed Identify avenues both internal and external to your community Know who you are trying to reach Establish Goals Evaluate your potential ROI

53 Marketing your Brand Know your budget Make your citizens your brand ambassadors Be a part of the conversation Don t try to be an expert in everything Seek help from within your region

54 ANY QUESTIONS? Jessica Reynolds Director, Office of Downtown Development Department of Community Affairs

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