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Community Branding

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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 six to eight 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: Analysis

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: Design

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: Brand Launch

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


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