A well thought out strategy can make all the difference
By: Jim Walton
CEO
Brand Acceleration, Inc.
Why should we brand?
It’s amazing how often I’m asked this question, and sure understand the
confusion. It usually comes from the idea that a brand and a logo are one and
the same. They aren’t.
What is a brand?
Contrary to popular
belief, a brand is not a logo or slogan. A beautiful and carefully supported
visual mark can be a strong stimulus, but it must effectively convey a set of
beliefs that are shared by all audiences. Consider McDonald’s golden arches.
The simple sight of them conjures certain feelings and expectations that are
relevant, differentiated from the competition, and believable.
The true definition
of a brand is that it is a promise. When
you see the McDonald’s arches, you know exactly what’s inside the store. You
know what it will look like, smell like, how the workers will be dressed, and which
food items will be on the menu. This is the promise. If you were to walk into a
McDonald’s store and find that everything had changed, you would be seriously
disappointed. The promise would be broken.
A community is no different.
With a marketing message that is believable and differentiates your community
from others, viewer and visitor expectations will grow. What you promise and
what you deliver must match.
What is the benefit of branding?
Before I answer this
question, let me first define “branding.” In this situation, I am referring to
a program to define a community’s key messages and then effectively promote
them to clearly identified and carefully selected audiences.
First, a branding
effort provides a competitive advantage. People are much more comfortable doing
business in or moving to a place they know. If they are aware of your community
and have positive feelings about it, it’s much easier for them to see
themselves living and working there.
Next, it builds pride
and loyalty among businesses and people who are already there. When existing
business executives and residents see that their community is being promoted
with a believable message, they are more likely to feel that they made the
right decision to be there. They are also more likely to become strong
community advocates, suggesting to business colleagues that they move there.
Another advantage is that it’s easier to attract talented workers to a place
they know and for which they have a positive opinion.
Who are the audiences?
In the economic
development industry, there are several audiences, each with different needs
and expectations. It’s very important to fully understand those needs and to
carefully communicate with them in powerful and effective ways. Site selection
consultants, real estate professionals, and c-suite executives have very
specific and demanding expectations that must be considered when developing
marketing or branding efforts. They expect you to tell them how you can serve
their needs and help them do business and make money in your community. It’s
also important to carefully address the needs of existing businesses. If they’re
considering and expansion, they need to know that your location is right and
that your office is there to serve their needs. Trailing families cannot be
forgotten. If your community is in the top three or five places being
considered, the trailing spouse and family are much more likely to be an
advocate for your community if they feel good about being there. If not, you
could be off the list. If a message
fails to resonate with each and every audience, the resulting disconnect can
result in a less than successful campaign.
Regardless of what
your community has to offer or which industries you are targeting, it is always
important to carefully develop a positive brand message and support it with a
smart and well-funded marketing effort. The goal, of course, is to grow
awareness and plant seeds that will germinate and grow into opportunities for a
strong economy where area residents can live the American Dream.
I’d love to hear from
you. Feel free to share your thoughts and personal experiences below.
Have a great week and
I’ll see you soon,
Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380
Brand Acceleration is a full-service marketing
communications, brand management and public relations firm with a focus on
economic development branding and marketing.
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