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 explains the role and use of place branding

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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 />
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  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: BrunswickEDC@gmail.com<br />Website: www.brunswickedc.net<br />Phone: <br /> Christina May: 240-586-0360<br /> JoEllen Fisher: 301-834-8017<br />

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