How to Nail Your Economic Development Brand
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How to Nail Your Economic Development Brand
- 1. How to Nail Your Economic Development Brand Susan Brake, Development Counsellors International August 15, 2014
- 2. A Look at Today’s Great Brands…
- 3. “A brand is built by what others say about your community – not what you say about yourself.” One Point of View on Place Branding
- 4. 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
- 5. 7 Tips to
- 6. 1 Geography is Key Sometimes your biggest brand asset is your actual location.
- 7. • 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
- 9. 2 Be Who You Are Embrace your strengths, address your weaknesses and celebrate what makes you unique.
- 10. • 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
- 12. 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.
- 13. Tips for Being Aspirational
- 15. 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.
- 16. • 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
- 18. 5 Prioritize Your Audiences Prioritize your audience based on your goals and know that you can have umbrella brands to address multiple audiences.
- 19. Ask Yourself: “What’s Your Biggest Need in the Next Three-Five Years?” Tips for Prioritizing Your Audience
- 21. 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
- 22. Talent Attraction Brands and Campaigns to Check out
- 23. Your Residents
- 26. Consistent, Complementary Brands that Speak to Differing Audiences
- 27. 6 Your Brand is Built By What Others Say Having a logo won’t solve perception issues.
- 28. • 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
- 31. 7 Communicate Your Brand Effectively It’s what you do with a brand that will make a difference.
- 32. • 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
- 36. Branding: A Cautionary Tale
- 41. A Visual Definition of Branding…
- 42. “I’M A GREAT GUY” MARKETING
- 43. “I’M A GREAT GUY” “I’M A GREAT GUY” “I’M A GREAT GUY” ADVERTISING
- 45. “TRUST ME… HE’S A GREAT GUY.” PUBLIC RELATIONS
- 46. SUCCESSFUL BRAND RECOGNITION “I UNDERSTAND YOU’RE A GREAT GUY.”
- 47. “A brand is built by what others say about your community – not what you say about yourself.”
- 48. 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.
- 49. A.
Hinweis der Redaktion
- What is this brand about Harley’s brand is about personal freedom Starbucks is about Volvo is safety – none of this says it
- 0
- Ask how many of them describe their location or if they’ve been met with blank stares in the past. Give my Cincinnati example. Brand should refer to geography in some way Important to stress easy access, proximity and direct flights to major cities, i.e. Boston, Montreal, Quebec
- i.e. in between columbus and cleveland The state you are in also drives brand too. Indiana – right-to-work California - Positive attributes Kenosha, Wisconisn – halfway between Chicago and Milwaukee
- Say the Dr. Suess Quote Here. Lead with what you’re known for or famous for (scenic beauty, history, seafood) Then tell the story no one knows…great entrée into business conversation and assets Play on strengths(quality of life, educated workforce), and address weaknesses (remote, climate, size of market)
- They played on who they are on their heritage, scottish salmon,
- ut forward a clear vision or goal Determine measurements of success and actions you want to result from the brand
- First, largest, only: Determine what you want to be known for and the one key takeaway of your brand Look at key rankings, economic data, other measures of success
- First in Flight America’s most wired city C
- There’s no other place that can claim the disney brand and they are using that in their branding, FedEX hub Highest number of engineers per capita
- If you’re in a smaller community, is it entrepreneurs, are you trying to Need to determine your top priorties is it residents, etcs, is it residents, is it bringing talent in, is it for corporate executives?
- Make it PHL, Be Part of the Energy, Choose, Work in the Triangle, tourists, talent, residents, investors
- Triangle among top regions leading U.S. recovery Wake County projected to grow over next 20 years by 42 percent, or 384,000 people Launched in May 9, 2012, as part of a five-year initiative (AGAIN FORWARD THINKING)
- to see what’s been written about in the past year about your organization or your business community
- Turn to credible third parties Messages vary for different international audiences (language, metric system- miles/farhenheit) Reframe in terms your target audience understands (slightly larger than Ann Arbor, Mich.)
- Keeping an outside perspective is tantamount Launch the brand by talking about what you’ll do with the brand Design by committee does not work