Branding Brunswick MD

Brunswick Economic Development Commission
Branding Brunswick

Branding Brunswick
Existing Brand: The 800 pound Gorilla
Place Branding: Identity and Image: Disambiguation of Concepts
Design Sells: The importance of visual communication in Place Branding
Learning by doing: Experiences in designing a City Marketing strategy

Brand Brunswick
“Why are we doing this?”

Brand Brunswick
“developing and making a recommendation for a brand that can be used to promote our community. Effective branding will be invaluable in improving the commercial environment of our community”
– Mayor Carroll Jones

Why Branding?
Part of a larger community development program
Loss of income in a specific sector such as tourism or economic development
A negative, non-existent, or conflicting image
Increasing competition from surrounding communities.

Branding Results
Attract new visitors
Attract new businesses
Retain current visitors and businesses
Improved Public Relations
Community pride
With the tools linked to the “soul” of a place, identity and image, favorable associations can be created for a place to attract new businesses and visitors to the location, simultaneously increasing the value of the place.

Place Branding
What is?
Identity
Image

Branding
A Brand is not:
Logo
Package
Design
Slogan
Design is essential but design is not brand.
If you’ve never heard of it, if you wouldn’t choose it, if you don’t recommend it, then there is no brand, at least not for you.

Branding
Defined:
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. ”

Branding
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.
David Ogilvy's definition of a brand:“The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.”

Brand Name
A brand name is the name of the distinctive product, service, or concept.
Branding is the process of creating and disseminating the brand name.
Branding can be applied to the entire corporate identity as well as to individual product and service names.
Brands are often expressed in the form of logos , graphic representations of the brand.
A company's brands and the public's awareness of them is often used as a factor in evaluating a company. Corporations sometimes hire market research firms to study public recognition of brand names as well as attitudes toward the brands.

Creating a Brand
Creating a Brand for Brunswick includes:
Step One: Define the Brand
Step Two: Creative
A logo or “seal”
A slogan or tagline
A campaign or “story”
Step Three: Communication
Implementing the campaign through Marketing & PR activities

Step One: Define the Brand
The soul of the city.

Define the Brand

Working Group
Committee of diverse community stakeholders
City of Brunswick Government
EDC
Main Street
GBACC
Residents (all locations)
Businesses (all locations)

Focus Groups
A look in the mirror:
Local Government
Local Business
Local Residents
Local Organizations
From the outside looking in
County Government
Other Municipalities
County Businesses
County Residents
Visitors

Brand O’Meter
How do residents feel about living in your community?
Visiting there?
Conducting business there?
Are they promoters, passives or detractors of the community brand?
How does your community stack up to the brands of other communities across the nation?

SWOT
Strengths
Weaknesses
Opportunities
Threats

Identity & Core Idea
Elements of a Good Life:
Meteorite
Wind Power
Agricultural
Lakes & River
Community pride

Identity & Core Idea
A community of great thinkers
Rocket science reputation

The eye of the beholder: Design Sells
Good Design Sells. FACT.
Just ask Steve Jobs what he thinks about design.

Visual Communication
“graphic designers have the unenviable task of balancing their visions with what others are likely to make of them”
On Place Branding:
“Culturally, logistically, politically, and esthetically, it is more complex than ‘selling’ anything”

City Marketing Strategy
We have a logo and a tagline – now what?

Moving Forward
Branding, I get it, I know why I need it, so how do we get started?

Steps to Success
Branding Brunswick Presentations
Educate and Engage
September & October
Working group formation
Focus Groups
October, November
SWOT Analysis
December
Engage Creative
January
Develop Market Plan
Concurrent with Creative
Unveil “Brand”
Spring 2012

Success Factors
Commitment of the various players
Wide level of participants
Focusing on own resources
Good formulation of the core-idea
Different and unique positioning and identity
Transparency
Long-term financing and vision
Organizational structures and coordination
Strong public-private partnerships
United and consistent message
Avoiding political elements to be dominant.

What Can I Do?
Participate in the Working Group
Help to organize your community focus group
Participate in a focus group
Help educate and energize

Brunswick Economic Development Commission
Branding Brunswick
How to reach us:
Email: BrunswickEDC@gmail.com
Website: www.brunswickedc.net
Phone:
Christina May: 240-586-0360
JoEllen Fisher: 301-834-8017

Branding Brunswick MD

by Christina May on Aug 19, 2011

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Branding Brunswick MD — Presentation Transcript