There’s no question that branding is king of the corporate world. A thousand companies can offer the exact same products and services, but those that survive and thrive have not only established a strong brand but have strengthened it over time to meet consumers’ evolving needs.
So, why shouldn’t public sector cities do the same? After all, they’re not just selling a commodity that enhances your life. They’re selling an opportunity to build a life.
It’s important to realize that community branding isn’t a new trend. Communities have created their own brands, whether they realize it or not, for as long as they’ve been in existence. In recent years, more communities have refreshed their brands with updated logos and messaging.
Some people question if they’ve been bitten by the branding bug — one that leaves them with a new logo and tagline before they move to the next shiny initiative. But they have their sights set on something more important.
They’re strengthening their value proposition. In a time when people and investors are leaving their small communities for the big city, it’s more important than ever to make a compelling pitch for why they should live, invest or visit a place.
Many communities have wrapped branding efforts into long-term master plans and economic development strategies. Like their corporate counterparts, they’re competing against other cities, including those with big budgets and nationwide recognition, for residents, investors and visitors.
Branding allows communities to define and own their position — who they are, what they do and how they’re different — in the marketplace so they can confidently seek new opportunities instead of passively reacting to them.
Most important, it helps them answer the question, “Why should people and businesses call this place home?
The answer has nothing to do with a new logo or tagline. It’s about brand promise, or what kind of experience people can expect. And while firms like Guide Studio can craft a brand strategy and design a logo to help express their promise with authenticity, we don’t build it. They do.
Fortunately, the brand development process helps them determine how to keep their promise. These “hows” may include programs, initiatives, communications, legislation, wayfinding, events and more.
A civic brand has vast, long-term implications that go beyond a fresh logo. It’s a vehicle that helps to steer the local economy, public policies, safety, business development and user experience.
Communities can’t develop effective brands within silos. Residents, business owners, institutional leaders, and visitors have to be part of the brand-building process. They drive the experience forward and help communities keep that brand promise. If they don’t believe in it, we can’t expect others to buy in.
Brand stewardship drives growth faster than any financial incentives or tax breaks. Discounts only go so far in the corporate world, and the same goes for civic brands. Sure, you can throw a lot of money at people. But they need to trust that the brand experience is sustainable and worthy of their long-term commitment.
Cathy Fromet is president of Guide Studio
