A Brand for Bolton: Summary version for external stakeholders

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This presentation summarises the development of the Bolton place brand. The brand is still being used – and is still developing – to this day. This presentation is a short version of a much longer presentation that was given to all key partners and council stakeholders to explain the genesis of the brand and how it would be used in future. If you want a copy of the longer version, email me.

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A Brand for Bolton: Summary version for external stakeholders

  1. 1. Ronnie Semley Communications and Media Manager COMMUNICATIONS & MARKETING A BRAND FOR BOLTON This presentation summarises the development of the Bolton place brand. The brand is still being used – and is still developing – to this day. For more on the Bolton brand see other presentations on my Slideshare site. I also have a very detailed presentation I can forward to anyone who wants to find out more about the genesis and development of the brand – such as students and academic researchers. For a detailed written overview of the Bolton brand, please see my chapter in the book ‘Public Relations Cases: International Perspectives’ available on Amazon and via other major booksellers.
  2. 2. WHAT IS A BRAND? <ul><li>It’s the sum of all the characteristics – tangible and intangible – of a product or place, which make it unique </li></ul><ul><li>A brand is articulated through its promise and personality, as well as its attributes </li></ul><ul><li>And these need to be communicated….. </li></ul>
  3. 3. The new Bolton brand <ul><li>Reasons for its development </li></ul><ul><li>To re-orientate communications messages to be more customer-focussed, rather than organisation-focussed </li></ul><ul><li>To create a joined-up approach to the promotion of Bolton and the way that partners are working together to achieve a better quality of life for its citizens </li></ul><ul><li>To create a mechanism whereby the Council and partners can work together to communicate positive outcomes for Bolton </li></ul><ul><li>To convey to residents and other target markets that the various agencies and bodies within Bolton are working together </li></ul>
  4. 4. SO HOW DO YOU DEVELOP A BRAND? <ul><li>Identify the sum of things that make a product or a place unique </li></ul><ul><li>Articulate what this means in a way that is meaningful and relevant for audiences </li></ul><ul><li>Create the tools which enable the brand to be consistently promoted </li></ul>
  5. 5. WHY CREATE A BRAND FOR BOLTON? <ul><li>Bolton’s Community Strategy – Priority Area No.2 </li></ul><ul><li>‘ Improving our image and strengthening pride in Bolton’ </li></ul><ul><li>Promote Bolton as a visitor destination </li></ul><ul><li>Raise external perceptions </li></ul><ul><li>Develop increased civic pride </li></ul><ul><li>Promote Bolton as a major business inward investment zone </li></ul><ul><li>Promote Bolton as a major human inward investment zone – improving its long term sustainability by making it a place that people want to come to and also a place where people want to stay – to invest their lives </li></ul><ul><li>To re-orientate communications messages to be more customer-focussed, rather than organisation-focussed </li></ul><ul><li>To create a joined-up approach to the promotion of Bolton </li></ul><ul><li>To convey to residents and other target markets that the various agencies and bodies within Bolton are working together </li></ul>
  6. 6. BOLTON’S BRAND VALUES <ul><li>- The core values that underpin Bolton’s vision for the future </li></ul><ul><li>- Themes that inform our promotion of what the borough is about </li></ul><ul><li>Open Friendly/welcoming/inclusive </li></ul><ul><li>Colourful Characterful/distinctive/interesting </li></ul><ul><li>Sound Decent/reliable/trustworthy </li></ul>
  7. 7. BOLTON’S BRAND ESSENCE <ul><li>‘ Family’ </li></ul>This brand essence answers a specific human and emotional need – that of finding a place that you can be part of, where you can find your place as part of the family.
  8. 8. THE RIGHT ESSENCE FOR BOLTON? <ul><li>It puts Bolton’s relationship to Manchester in perspective – related but separate </li></ul><ul><li>People care about Bolton, despite its faults – there is an unconditional affection for the town from people both internally and externally </li></ul><ul><li>Bolton’s ‘tone of voice’ is how a family talk to each other – telling it how it is and always have an opinion, but always with underlying warmth and affection </li></ul><ul><li>The sense of family has traditional values attached to it which feels quite reassuring and safe, echoing what people feel about Bolton </li></ul><ul><li>Bolton’s instinctive preference for consultation and inclusion echoes the idea of welcoming people into the family </li></ul>
  9. 9. BOLTON’S BRAND <ul><li>‘ Family business’ </li></ul><ul><li>Putting the brand to work … some examples </li></ul>
  10. 14. The new Bolton brand <ul><li>Application to Bolton Council </li></ul><ul><li>To help the Council re-orientate its communications messages to be more customer-focussed, rather than organisation-focussed </li></ul><ul><li>To help embed a ‘one Council’ approach, removing separate brands for separate teams and operations </li></ul><ul><li>To reverse the assumption that whatever the Council does is ‘bad’ – current approach is that we have to look unlike the Council to communicate anything positive </li></ul>
  11. 15. What else can the brand do for the council? <ul><li>Improve the reputation of the council by promoting its services consistently </li></ul><ul><li>Get the credit for the services we deliver </li></ul><ul><li>A joined-up approach is more efficient </li></ul><ul><ul><li>Economies of scale </li></ul></ul><ul><ul><li>Quality control </li></ul></ul><ul><ul><li>More effective communication / less clutter </li></ul></ul><ul><li>Provide a toolkit for us to reflect and develop best practice </li></ul>
  12. 16. Looking after the Bolton brand <ul><li>A dedicated and focused resource – the Communications and Marketing Agency will … </li></ul><ul><li>Develop and promote the Bolton brand as a brand for the borough and its partners as well as the council </li></ul><ul><li>Raise awareness of the pivotal role that the effective communications and marketing plays in the council </li></ul><ul><li>Work as a team, delivering efficiencies and adding value to all council services </li></ul><ul><li>Foster good relationships with existing and new customers </li></ul>
  13. 17. What this means for Bolton Council staff <ul><li>Consistent, clear communications drive positive perceptions of our organisation </li></ul><ul><li>This in turn creates a ‘can-do culture’ – a sense of all pulling in the same direction and being part of something important </li></ul><ul><li>A strong, successful brand makes ambassadors of us all - proud to work for the organisation and it shows </li></ul><ul><li>A joined-up approach to communicating means we can eliminate duplication of effort and save money </li></ul><ul><li>Working with partners and across departments helps staff to develop and broaden knowledge and skills </li></ul>
  14. 18. Questions?

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