Today I participated in a webinar on The Art of Branding a Community: The Ten Things You Need To Know and Do hosted by the Economic Developers of Alberta and presented by Roger Brooks. Here is the official description…
“Branding” is the keyword of the decade, but what does it really mean? Most people don’t understand what a brand really is or how to actually build one. This presentation demystifies and explains the process of branding for umbrella organizations (multiple communities), cities, downtowns, and marketing professionals. Through case histories, dozens of photos, and humorous stories, attendees will learn what it takes to create a successful brand, how to make it obvious, and how that translates to cash!
Our presenter, Roger Brooks, is one of North America’s most sought after experts in the creation of great destinations, and has worked with nearly 1000 communities, successfully guiding them in their community branding, revitalization and marketing efforts. Roger is well known for energizing communities into action; providing ideas they can implement today to make a difference tomorrow.
It was an interesting webinar – not necessarily technology-centric but provided some good advice on how to better user technology to promote your community and how to promote the technology in your community. The focus was on making your community a destination and making your community a net winner – bring more money in than sending out.
Brooks discussed change drivers
- Communities are looking for their second act – previous reasons for existing have passed. – Transportation or natural resource was initial reason Global competition
- The Internet has changed everything – access to everything. 95% use the Internet to decide everything. Dinner, work, vacation, etc. “what are we looking for?” Activity first – city or area second Not a gateway to anywhere else, not something for everyone! The website has to close the sale.
- We are subject to marketing overload. Everyone has got a web site. Drowning in it. 97% of community is ineffective. Including all media, web, print, billboards, etc… because we filter out so much that does not appeal to us. Especially when everyone is saying the same thing.
- Need to market and act like business. Specialization is the key. “What do you have that the people that you are hoping to attract that they cannot do closer to home? What makes you special? Why would they invest in your community? Clearly better as cited by third party endorsement.
- Group hug and membership motivation is negative!
Ten things to need to do to win
- Logos and slogans are not brands. They are marketing messages that support the brand. 2% of brand/logos but 98% of the political attention locally.
- A brand is a perception – what people think of you rather than what you say… Visual cues, people and attitudes, word of mouth, publicly/social media. Negative perception sometimes require repositioning. Emotion is important. A brand is a promise that you will deliver on the brand/image.
- Successful brands are specific and narrow. If it is generic and could apply elsewhere, your brand has failed. Jettison the generic! Throughout your marketing materials. Promote the primary lure. Can still sell the other stuff, but narrow marketing focus. Specific excellence brings recognition from 3rd parties. Avoid -gateway, explore, discover, visit, 4th season destination – Eco Dev has a similar list. Market what will close the sale..!
- Your name should be synonymous with your community.
- Brands are built on product and experiences not marketing – things to do, not the location. Economic development – opportunity , not land, labor, etc.
- Never use focus groups, ever! Cute and clever rarely work. Don’t do branding by public consent. Feasibility not sentiment. Top down branding fails 98% of the time. Groups can do this work, but it should be business oriented.
- Never roll out a brand until you can deliver on the promise. A brand is really earned, not an immediate thing. You might have to work locally rather than externally
- Need a branding development and marketing action plan a to do list.
- Based on feasibility, not sentiment.
- a. Assess
- b. Ask the locals about community vision.
- c. Do the research., compare alternatives
- Is this something that target audience will come, can they do it closer to home. Questions to consider:
- Will the locals buy in over time.
- Will the private sector make investments?
- How much will this cost and what is the ROI.
- Niche, then expanding over time.
- Can you make it obvious?
- Will it extend the season
- Champions to make it work!
- Things to do, not just look at: Strategies, goals, objective – no more than 10 pages. Action plan is a to do list. What, who, how much and from
- Don’t let politics kill the effort – brave leaders rather than group consensus.
Brands require continuity! Tourism, chambers, economic development, government.
Umbrella brands
- Differentiate the area or region
- Find unique community brand
- Ways to work together.
LIVE THE BRAND
Industrial Design – York PA
Showtime Festivals – El Dorado, Arkansas
Cultivate
Creative Class – (near NASA) League City, TX
Walnut Creek, CA – destination shopping – “Walnut Creek Collection”
Alpena, MI – Sanctuary of the Great Lakes
Branding Pledge – I promise to promote only what is truly unique. I promise to be different. I promise to not say what other people are saying.
Final Tips:
- Differentiate yourself from those you are trying to attract
- Get an emotional response
- why?
- Be memorable
Community marketing continuity saves money and stretches budgets. at least 40% should be digital
Social media is brand building; will take at least three years.
Need to watch mobile and social media to monitor and steer social media conversations.
Gear your marketing to those in the late 20’s /30’s, as the boomers follow the young people. Multi-generational travel is really happening so that families travel to be together and that boomers are travelling to see their kids.
Positioning, then investment.
Learn more: www.rogerbrooksinternational.com