Every community is unique and has a story to tell. Having a brand that accurately represents your competitive strengths can impact everything—from community pride, to marketing, promotion and economic development. The Institute of Government offers a branding process for communities seeking to create or enhance their overall brand and better position themselves in a competitive environment.
The community branding process is a three-phase process designed to be completed within nine to twelve months. It is a community-driven process to develop buy-in, a crucial step in creating a successful brand. Institute of Government faculty and staff will work with a local point person from start to finish, ensuring along the way that the brand that is created truly represents the place, people and culture.
The three-step community branding process is outlined as follows:
Phase I includes research and analysis and will typically take between two and three community visits.
This analysis will include:
Creation of Steering Committee
Public input meetings
Online survey
Analysis of existing brand and/or marketing materials
Community immersion tour
ESRI Community Tapestry Study
Analysis of competition
Asset identification
Differentiation
Creation of branding statement
Phase II includes brand development. Institute of Government staff will take the information gathered from Phase I and present design options.
This phase typically includes two visits to the community.
Presentation of findings from Phase I to Steering Committee
Several initial logo and tagline concepts are developed
Presentation of design concepts to Steering Committee
Refinement: Steering Committee chooses one design to become community brand
Finalized designs approved by the Steering Committee
Phase III includes one final visit to the community when the finalized brand is revealed.
The community will receive a Community Brand “Lookbook,” which includes:
Analysis and summary of findings
Style Guide (How to use the brand)
Marketing and brand application
Community brand rollout (What the community should do in the first year of rolling out a new brand)
Complete package of digital files with full rights to use on any future materials
One round of free editing of the “Lookbook”
200 printed booklets
