City Branding

It’s about EmotionIt’s about ExperienceIt’s about AestheticsIt’s about HistoryIt’s about TrustIt’s about AspirationIt’s about TargetingIt’s about Consistency

It’s the FUTURE

What is a brand?

Top 10 ways to derail your brand

1. Make your brand just about a logo and tagline

2. Proceed without research

3. Ignore your culture and heritage focusing solely on your aspiration

4. Engage the press for the first time during the unveiling

5. Have a huge unveiling and ask for feedback before you implement

6. Apply strict controls for usage by private sector and other public agencies

7. Make your brand strategy available to the public before implementation

8. Have your community vote among several logo choices

9. Appoint a large stakeholder group to approve creative development

10. Make a contest of creating your community’s slogan

Perception

How is your city perceived?

Who "owns" the image?

What is the unique value proposition?

Is your city ”lovable”? Why? Who does not think so?

Are you future proof?

Have you got a strategy for

moving the city forward?

Is it organized and

coordinated?

Across all departments?

Hidden assets

What are the hidden assets?

How can they create an uplift?

How much leverage do you get?

Community Brand Print

Brand Essence (reason for being)

Brand Values (guiding principles)

Brand Truths (help deliver the promise)

Brand Promise (what can you provide that other’s cannot)

Brand Benefits (consumer appeal)

Brand Personality (tonality)

Brand Platform Statement

Insights

Barriers

What obstacles are

standing in our way?

How are we going to

bypass them?

Payout

What do we gain if webecome the vision?

How much does inactioncost?

How much risk can you stand?

How much is your future worth?

Stakeholders

Who will support our

efforts?

Who gains?

Who loses?

Resources

What resources do we need

to create a better future?

How do we create them?

Tic Toc

How big is our window of

opportunity?

What are our milestones and what activities activities

are linked to them?

How long should we wait?

Community Brand Print

Brand Concepts: different creative concepts for communicating your brand

Brand Identity Guide: distinct options for bringing the approved brand concept to life

Brand Assimilation and Culturalization

Imagination

Our principles

• Innovative & informal

• Collaborative & inclusive

• Holistic & comprehensive

• Value focused & results

driven

• We elicit ideas, never impose views

• Customized solutions not formulaic responses

Key success indicators

• New jobs

• Higher average wages

• New startups

• New taxpayers

• New advertising

• New visitors

• New culture and image

• International connections

• More knowledge

The outcomes and deliverables

1. Analysis

2. Ideas

3. Road map

4. Master plan

5. Benchmark

6. Process design

7. Implementation

8. Process management

9. Monitoring

10. Communication of

results