Regional Identity Team

Ideas to Action: Moving the R.I.T. Forward

June, 2016

Overview

I. IntroductionsII. Branding OverviewIII. Outcomes AnalysisIV. SMART Goal DevelopmentV. Process Comparison to Other Communities

What is Branding?

BMWNike

McDonaldsVolkswagen Beetle

Branding 101

What is Branding?

The totality of thoughts, feelings, and expectations that form a distinctive and compelling promise and allows people to more easily choose one product or service over another.

Branding 101

What is Marketing?

Branding 101

What is Marketing?

The activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

Branding 101

Branding vs. Marketing

•Marketing is always tactical – you plan, develop and deploy marketing material.•Brands involve reputation and can happen “accidentally” if the place brand reputation is not managed. •Brand equity is accumulated over time.

Branding 101

Branding vs. Marketing• Marketing is almost always measured by the business or organization engaged in the process.• A city’s, businesses, organizations brand image often goes unrecognized, unappreciated and unmanaged. It is rarely measured and hardly ever appears as a responsibility on a job description.

Branding 101

Branding vs. Marketing• Marketing is almost always measured by the business or organization engaged in the process.• A city’s, businesses, organizations brand image often goes unrecognized, unappreciated and unmanaged. It is rarely measured and hardly ever appears as a responsibility on a job description.

Branding 101

Branding 201What is Place Branding? • the totality of thoughts, feelings and expectations that people hold about a location. It’s the reputation and the enduring essence of the place and represents its distinct ice promise of value, providing it with a competitive edge.

Branding 201What is Place Branding? • Place branding provides a framework and toolkit for differentiating, focusing and organizing around the location’s competitive and distinctive identity.

Branding 201What are the steps to place branding?

1. Assessment/Audit: What is your place?2. Analysis and Advantage: What should you be known

for?3. Alignment: What are your relationships? 4. Articulate: How will the brand be expressed/seen?5. Activation: How does this come to life? 6. Adoption and Attitudes: What can stakeholders do?7. Action and Afterward: How to manage the brand?

Branding 201What are the steps to place branding?

Assessment/Audit: What is your place?• Who do we think we are?• Who do our customers think we are?• Who do we want to become? • Who are we likely to become?

Branding 201What are the steps to place branding?

Assessment/Audit: What is your place?• Who do we think we are?• Who do our customers think we are?• Who cares about what we have to offer

(demographics)• Who do we want to become? • Who are we likely to become?

Branding 201What are the steps to place branding?

Alignment: What are your relationships?

Brand architecture defines the relationships, structure and links that exist between an individual place brand and those of other relevant partners and considers how they fit in the wider geographical, thematic and marketing context.

Branding 201What are the steps to place branding?

Alignment: What are your relationships?

• Will your brand be in harmony with others?• How can you optimize your relationship with other

brands?• How can your brand be compatible with other local,

regional or state brands? • Where are the shared goals, values and standards?• How can connections open new markets/amplify?

Branding 201What are the steps to place branding?

Articulate: How will the brand be expressed/seen?

• Define brand components, • Define brand tools – place name, logo, tag lines,

template ads, etc.

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1. A brand character is the composite of different brand personality elements.

2. The brand position is how the brand is perceived in the context of competitive alternatives.

3. A brand promise is the one or two key points of difference between the brand in question and other brands

4. Brand essence is the “heart and soul” of the brand, its timeless quality.

5. A brand story is a narrative that portrays the heart and soul of a brand and emotionally connects your brand with the consumer.

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Branding 201Key Questions…

Activation: How does this come to life? • Social Media• Websites• Earned Media• Marketing and Promotions• Print Materials• Partnership Support

Branding 201Key Questions…

Adoption and Attitudes: What can stakeholders do?1. Who are the stakeholders?2. What is the adoption strategy?

Do stakeholders:• Understand the benefits?• Know how it affects their role/everyday life?• Understand what they can do to help the brand?

Branding 201Key Questions…

Action and Afterward: How to manage the brand?1. Who is the lead organization?2. Who plays a role in brand development/deployment?3. Who manages the brand?

Things to consider: • Brand leadership committee• Brand Manager• The planning and execution process• Brand champions

Outcomes AnalysisCurrent Defined Outcomes:

•Increase Community Spirit•Attract Folks From Away•Reduce Brand Confusion•A Vision For Action•Forward Thinking•Dynamic

SMART Goal DevelopmentObjective: Transition Outcomes Into SMART Goals

SMART Goal DevelopmentObjective: Transition Outcomes Into SMART Goals

Common Goal:I will work to improve my listening skills.

Smart Goal:To improve my listening skills, once a day for the next ten business days I will ask a colleague for feedback on how well I demonstrated active listening after a meeting.

SMART Goal DevelopmentObjective: Transition Outcomes Into SMART Goals

Specific: Seek feedback from a colleague once a day after a meeting

Measurable: Once a day obtain feedback on active listening

Attainable: Assuming that there are daily meetings then yes

Results Orientated: To become a better listener.

Time-Bound: 10 business days

SMART Goal DevelopmentObjective 1: Increase Community Spirit

SMART Goal DevelopmentOutcome 2: Attract Folks From Away

SMART Goal Development Outcome 3: Reduce Brand Confusion

SMART Goal DevelopmentOutcome 4: A Vision for Action

SMART Goal Development Outcome 5: Forward Thinking

SMART Goal DevelopmentOutcome 6: Dynamic

SMART Goal Development Outcome 1: Increase Community Spirit