How to Nail Your Economic Development Brand
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How to Nail Your Economic Development Brand Susan Brake, Development Counsellors International August 15, 2014
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Transcript of How to Nail Your Economic Development Brand
How to Nail Your Economic Development
Brand
Susan Brake, Development Counsellors International August 15, 2014
A Look at Today’s Great Brands…
“A brand is built by whatothers say about your community – not what you say about yourself.”
One Point of View on Place Branding
1. Develop Your Brand: The process starts with the right research, creativity and design
2. Implementation is the Key: Success is determined by creatively marketing your brand to internal and external audiences
3. Engage The Right Voices: Turn to credible third parties to share your brand
The Successful Brand Plan
7 Tips to
1 Geography is Key
Sometimes your biggest brand asset is your actual
location.
• Brand should be able to be adapted to incorporate state or most-known metropolis at the minimum
• Provide geographic orientation in your key messaging
Tips for Including Geography
2 Be Who You Are
Embrace your strengths, address your weaknesses and celebrate
what makes you unique.
• Perform a SWOT analysis by conducting stakeholder interviews and surveys in the business community.
• Gather common themes from interviews and research to determine what truly sets your community apart.
Tips for Being Who You Are
3 …But Be Aspirational
Branding is about long term visioning. It’s about what you want to accomplish and where you want to be in the next five
years.
Tips for Being Aspirational
4 …And be different…really different
Branding lets you make a bold, yet undeniable statement and gives you a chance to call out what you want to be known for.
• Look at where you’ve ranked recently
• What is your first, largest, only that no one else has
• Use those statements to your advantage
Tips for Being Different
5 Prioritize Your Audiences
Prioritize your audience based on your goals and know that you can have umbrella brands to address multiple audiences.
Ask Yourself: “What’s Your Biggest
Need in the Next Three-Five Years?”
Tips for Prioritizing Your Audience
Corporate Executive
A Talented Workforce
• Nearly half (49%) of U.S. employers are experiencing difficulty filling mission-critical positions within their organizations.
• The current global talent shortage worries multinationals more than revolution or recession
Talent Attraction Brands and Campaigns to Check out
Your Residents
Multiple Audiences
Consistent, Complementary Brands that Speak to Differing Audiences
6 Your Brand is Built By What Others Say
Having a logo won’t solve perception issues.
• Conduct a media audit• Survey the audience you
want your brand to speak to.
• Determine if there is a common misperception your branding should address.
Tips for Learning What Others Say About You
7 Communicate Your Brand Effectively
It’s what you do with a brand that will make a difference.
• Share stories with the media that tie back to your brand.
• Develop website copy that speaks to your brand.
• Provide spokespersons with key messaging.
Tips to Communicate Your Brand Effectively
Branding: A Cautionary Tale
A Visual Definition of Branding…
“I’M A GREAT GUY”
MARKETING
“I’M A GREAT GUY”“I’M A GREAT GUY”“I’M A GREAT GUY”
ADVERTISING
TELEMARKETING
“HELLO.”“I’M A GREATGUY.”
“TRUST ME…HE’S A GREAT GUY.”
PUBLIC RELATIONS
SUCCESSFUL BRAND RECOGNITION
“I UNDERSTANDYOU’RE A GREATGUY.”
“A brand is built by whatothers say about your community – not what you say about yourself.”
Thank You!
Want to know more about how to attract talent to your region?
Email me and I can send you a link to the download.
A.
