Branding Brunswick MD

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The City Brunswick Maryland is embarking on the exciting challenge of community branding. Tasked by the Mayor to the City's Economic Development Commission, this exciting project kick-off presentation …

The City Brunswick Maryland is embarking on the exciting challenge of community branding. Tasked by the Mayor to the City's Economic Development Commission, this exciting project kick-off presentation explains the role and use of place branding

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  • 1. Brunswick Economic Development Commission
    Branding Brunswick
  • 2. 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
  • 3. Brand Brunswick
    “Why are we doing this?”
  • 4. 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
  • 5. 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.
  • 6. 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.
  • 7. Place Branding
    What is?
  • 8. Branding
    A Brand is not:
    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.
  • 9. Branding
    “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. ”
  • 10. 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.”
  • 11. 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.
  • 12. 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
  • 13. Step One: Define the Brand
    The soul of the city.
  • 14. Define the Brand
  • 15. Working Group
    Committee of diverse community stakeholders
    City of Brunswick Government
    Main Street
    Residents (all locations)
    Businesses (all locations)
  • 16. 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
  • 17. 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?
  • 18. SWOT
  • 19. Identity & Core Idea
    Elements of a Good Life:
    Wind Power
    Lakes & River
    Community pride
  • 20. Identity & Core Idea
    A community of great thinkers
    Rocket science reputation
  • 21. The eye of the beholder: Design Sells
    Good Design Sells. FACT.
    Just ask Steve Jobs what he thinks about design.
  • 22. 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”
  • 23. City Marketing Strategy
    We have a logo and a tagline – now what?
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  • 32. Moving Forward
    Branding, I get it, I know why I need it, so how do we get started?
  • 33. Steps to Success
    Branding Brunswick Presentations
    Educate and Engage
    September & October
    Working group formation
    Focus Groups
    October, November
    SWOT Analysis
    Engage Creative
    Develop Market Plan
    Concurrent with Creative
    Unveil “Brand”
    Spring 2012
  • 34. 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
    Long-term financing and vision
    Organizational structures and coordination
    Strong public-private partnerships
    United and consistent message
    Avoiding political elements to be dominant.
  • 35. 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
  • 36. Brunswick Economic Development Commission
    Branding Brunswick
    How to reach us:
    Christina May: 240-586-0360
    JoEllen Fisher: 301-834-8017