Branding Brunswick MD


Published on

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

Published in: Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Branding Brunswick MD

  1. 1. Brunswick Economic Development Commission<br />Branding Brunswick<br />
  2. 2. Branding Brunswick<br />Existing Brand: The 800 pound Gorilla<br />Place Branding: Identity and Image: Disambiguation of Concepts<br />Design Sells: The importance of visual communication in Place Branding<br />Learning by doing: Experiences in designing a City Marketing strategy<br />
  3. 3. Brand Brunswick<br />“Why are we doing this?”<br />
  4. 4. Brand Brunswick<br />“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”<br /> – Mayor Carroll Jones<br />
  5. 5. Why Branding?<br />Part of a larger community development program <br />Loss of income in a specific sector such as tourism or economic development <br />A negative, non-existent, or conflicting image <br />Increasing competition from surrounding communities. <br />
  6. 6. Branding Results<br />Attract new visitors<br />Attract new businesses<br />Retain current visitors and businesses<br />Improved Public Relations<br />Community pride<br />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.<br />
  7. 7. Place Branding<br />What is?<br />Identity<br />Image<br />
  8. 8. Branding<br />A Brand is not:<br />Logo<br />Package<br />Design<br />Slogan<br />Design is essential but design is not brand.<br /> 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.<br />
  9. 9. Branding<br />Defined: <br />“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. ”<br />
  10. 10. Branding<br />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. <br />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.”<br />
  11. 11. Brand Name<br />A brand name is the name of the distinctive product, service, or concept. <br />Branding is the process of creating and disseminating the brand name. <br />Branding can be applied to the entire corporate identity as well as to individual product and service names.<br />Brands are often expressed in the form of logos , graphic representations of the brand. <br />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.<br />
  12. 12. Creating a Brand<br />Creating a Brand for Brunswick includes:<br />Step One: Define the Brand<br />Step Two: Creative<br />A logo or “seal”<br />A slogan or tagline<br />A campaign or “story” <br />Step Three: Communication<br />Implementing the campaign through Marketing & PR activities<br />
  13. 13. Step One: Define the Brand<br />The soul of the city.<br />
  14. 14. Define the Brand<br />
  15. 15. Working Group<br />Committee of diverse community stakeholders<br />City of Brunswick Government<br />EDC<br />Main Street<br />GBACC<br />Residents (all locations)<br />Businesses (all locations)<br />
  16. 16. Focus Groups<br />A look in the mirror:<br />Local Government<br />Local Business<br />Local Residents<br />Local Organizations<br />From the outside looking in<br />County Government<br />Other Municipalities<br />County Businesses<br />County Residents<br />Visitors<br />
  17. 17. Brand O’Meter<br />How do residents feel about living in your community?  <br />Visiting there?  <br />Conducting business there?  <br />Are they promoters, passives or detractors of the community brand?  <br />How does your community stack up to the brands of other communities across the nation? <br />
  18. 18. SWOT<br />Strengths<br />Weaknesses<br />Opportunities<br />Threats<br />
  19. 19. Identity & Core Idea<br />Elements of a Good Life:<br />Meteorite<br />Wind Power<br />Agricultural<br />Lakes & River<br />Community pride<br />
  20. 20. Identity & Core Idea<br />A community of great thinkers<br />Rocket science reputation<br />
  21. 21. The eye of the beholder: Design Sells<br />Good Design Sells. FACT. <br />Just ask Steve Jobs what he thinks about design.<br />
  22. 22. Visual Communication<br />“graphic designers have the unenviable task of balancing their visions with what others are likely to make of them”<br />On Place Branding:<br />“Culturally, logistically, politically, and esthetically, it is more complex than ‘selling’ anything”<br />
  23. 23. City Marketing Strategy<br />We have a logo and a tagline – now what?<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32. Moving Forward<br />Branding, I get it, I know why I need it, so how do we get started?<br />
  33. 33. Steps to Success<br />Branding Brunswick Presentations<br />Educate and Engage<br />September & October<br />Working group formation<br />Focus Groups<br />October, November<br />SWOT Analysis<br />December<br />Engage Creative<br />January<br />Develop Market Plan<br />Concurrent with Creative<br />Unveil “Brand”<br />Spring 2012<br />
  34. 34. Success Factors<br />Commitment of the various players<br />Wide level of participants<br />Focusing on own resources<br />Good formulation of the core-idea<br />Different and unique positioning and identity<br />Transparency<br />Long-term financing and vision<br />Organizational structures and coordination<br />Strong public-private partnerships<br />United and consistent message<br />Avoiding political elements to be dominant.<br />
  35. 35. What Can I Do?<br />Participate in the Working Group<br />Help to organize your community focus group<br />Participate in a focus group<br />Help educate and energize <br />
  36. 36. Brunswick Economic Development Commission<br />Branding Brunswick<br />How to reach us:<br />Email:<br />Website:<br />Phone: <br /> Christina May: 240-586-0360<br /> JoEllen Fisher: 301-834-8017<br />