Brand Image & Reputation. Susan Baxter SIR Research

Transcription

1 Brand Image & Reputation Susan Baxter SIR Research

2 Today s Agenda The role of branding for Virginia s 324 Places Key steps in branding and reputation management Participant discussion

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4 Three types of Brands for Places:

5 1 Happy Accidents

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9 2 Marketing Efforts

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12 3 Local Identities

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15 1. Happy Accidents 2. Marketing Efforts 3. Local Identities

16 1. Happy Accidents 2. Marketing Efforts 3. Local Identities

17 Why Worry About Branding? Help build community pride Recruit newcomers Attract businesses Attract tourists

18 But We Aren t a Consumer Product

19 You are in Communications: Website? Facebook, Twitter, YouTube? newsletters? Bills to citizens? Welcome sign? Town seal? Letterhead for departments? Business cards? Economic development efforts? Community access cable channel?

20 You are in Communications: Website? Facebook, Twitter, YouTube? newsletters? Bills to citizens? Welcome sign? Town seal? Letterhead for departments? Business cards? Economic development efforts? Community access cable channel? BRANDING

21 ???? Are you controlling your messaging?

22 Why This Matters: You have dozens of channels of owned media in which to communicate with your citizens. Most municipalities do not manage, monitor, or leverage all of those channels very well.

23 You Are Not Alone Chamber of Commerce Economic Development Neighborhood/Districts Tourism Attractions Arts & Cultural Organizations Local Media And Many More!

24 Why Worry About Branding? Help build community pride Recruit newcomers Attract businesses Attract tourists Helps you bounce back from unforeseen circumstances

25 Remember?

26 Strong Brands are Resilient New Orleans Baltimore Charleston

27 Today s Agenda The role of branding for Virginia s 324 Places Key steps in branding and reputation management Participant discussion

28 The Goal for Brand and Reputation Management? CONTROL

29 Key Steps: Leverage what you already have or are known for. Remember everyone owns the brand. Coordination, consistency, and continuity deliver exponential benefits.

30 Leverage Your Distinctiveness Virginia s 324 Places are each UNIQUE. Identify specific physical assets, features, or attributes that are truly uniquely yours: River Mountain Beach Location (crossroads?)

31 Strong Brands Are: UNIQUE COMPELLING BELIEVABLE

32 Leverage Your Distinctiveness Virginia s 324 Places are each UNIQUE. Identify specific physical assets, features, or attributes that are truly uniquely yours: River Mountain Beach Location (crossroads?) Be the first to claim a generic asset as uniquely yours (in Virginia).

33 Roanoke

34 Roanoke

35 Pre-emptive Claims Outdoors Mountains Valley Views Beaches Festivals Arts & Culture Friendliest

36 Attitude and Personality

37 Attitude and Personality

38 Attitude and Personality

39 Attitude and Personality

40 Leverage Your Distinctiveness Take stock of what you have that makes you different. Determine what you can claim you have, preemptively, that could make you different. Make sure it is not just unique, but believable (true to who you are) and meaningful. Make it a distinction that matters to residents, visitors, and businesses.

41 Everyone Owns the Brand #rva

42 Everyone Owns the Brand

43 Everyone Owns the Brand

44 Everyone Owns the Brand

45 Every person is just as powerful as a newspaper

46 United Airlines

47 United Breaks Guitar YouTube Downloads: 11 Million

48 Track Online Communication Understand current sentiment among constituents, especially around important issues. Deeper dive than Facebook or Twitter. You can t control it online, but it is in your best interest to know about it.

49 Coordination, Consistency, and Continuity Easy to do. Rarely done. Requires a Communications Audit first.

50 Norfolk: No Graphic Consistency 50

51 Little Consistency with Use of Mermaid Icon 51

52 Inconsistent Business Cards 52

53 Inconsistent Use of Tagline Life. Celebrated Daily. was standardized in the 1999 Brand Identity and Wayfinding System Design Guidelines. Font: Century Schoolbook, non-standard kerning, italics. 53

54 Some Quality Assurance Issues Show image of misspellings you had these on the door to the war room 54

55 Coordination, Consistency, and Continuity Easy to do. Rarely done. Requires a Communications Audit first. Engage all relevant organizations shaping your municipalities brand image.

56 You Are Not Alone Chamber of Commerce Economic Development Neighborhood/Districts Tourism Attractions Arts & Cultural Organizations Local Media And Many More!

57 The Norfolk Collaboratory

58 Key Steps: Leverage what you already have or are known for. Remember everyone owns the brand. Coordination, consistency, and continuity deliver exponential benefits.

59 Participant Discussion What issues are your localities facing when it comes to brand image and reputation management? What are some of the ways you are able to leverage your branding and help your municipality? Has anyone attempted a significant change in their brand position? What did you do and what worked? How are you deploying mobile and social media to impact your branding today?

60 Thank You