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From brandchannel.com

Brand Your City: A Recipe For SuccessBy Jonathan Baltuch

The most misunderstood and underutilized tool in the typical American citystoolbox for economic success is brand identity. If your city has not taken the timeto figure out who you are and taken steps to define it to the world, then it is left toothers to define you.There is not a single successful corporation today that would launch a newproduct or service without very careful attention to brand identity. Companieslearned long ago that no major product or service will succeed or survive thecompetitive world without a clear, positive and effective brand identity.

The most common misconception is that advertising and marketing are branding.That would be like defining building a house as a saw and hammer. They are

tools of the trade, nothing more.

Have you ever seen an attractive ad for a product, service or destination, whichupon investigation did not live up to the promise? If you are like me, when thathappens, you never again return, and in fact, tell everyone you know not tobother. That is the difference between an ad and a successful brand. Asuccessful brand identity establishes a preconceived expectation that is eithermet or exceeded by the reality.

Once you embrace the concept that a proper brand identity can enhanceopportunities for your city, the next step is how is it done? Below are the basic

steps that are required. The City of St Cloud, Florida, is in the middle ofimplementing a comprehensive brand program that includes:

1. Internal Research2. External Research3. Logo and Brand Promise Design4. Comprehensive Brand Identity Package Design and Implementation5. Internal Education6. External Education (Public Relations)7. Advertising

Internal ResearchA long lasting and effective brand for a city is built on the core values andstrengths found within that community. The only way to know what that is for sureis to ask. A comprehensive city-wide survey must be developed and distributedto each and every household within the city. This is the only way you can be surethat you are indeed getting at the true core of your citizens without interferencefrom special interests.

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External ResearchThis second step should be performed concurrently with the first, that way theresults of one do not influence the other. Most cities have no idea how they areperceived outside their little world. Either they are afraid to ask or unable tolisten. What most will find is that the way they are perceived often varies

dramatically from the reality that exists (remember perception is reality).

Logo & Brand Promise DesignArmed with your internal and external research, you can define the core values ofyour city and understand where that differs with the perceptions. With all thesethoughts and information now gathered you can begin to create a new brandpromise (or if you are like most cities, your first one). The brand promise is aphrase or slogan that becomes part of your logo and an integral part of your city.It represents and paints a mental picture that captures the essence of your city toall that are exposed to it. The brand promise should be short and focused (theperfect one would be one world, although this is rarely achievable). The logo can

then be created and should visually support the brand promise and represent thecharacter and/or key visual elements of the city.

In the case of St. Cloud, the old logo lacked a brand promise, was visuallyincorrect and was unattractive.

St Cloud is a city that is about 20 miles from Disney World in Florida. When theold logo was developed in the 60s in the early days of Disney, it was anticipatedthat St. Cloud would become a big tourism destination. As such, the Disney

castle represents almost 50 percent of the logo. In reality the St. Cloud of todayhas almost no tourism and, more importantly, does not want any part of it.

Comprehensive Brand Identity Package Design and ImplementationOnce you have developed your logo the next step is to make it quickly ubiquitouswithin the city (St. Cloud changed everything over a 30 day period). This means itmust appear on all media the city generates business cards, stationary,vehicles, uniforms, signs, promotional materials and all forms of communication.

Internal EducationIn order for the brand to begin to be established it must become a mantra withinthe city. It is important to share the results of all of the research with the city staffand the public. Take the time to educate them as to what the results mean andwhat steps the city is planning to take to implement policy based on thoseresults.

External Education (Public Relations)Armed with your external research, you will have a pretty good handle on howand where the citys image is perceived incorrectly. Through press releases,

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personal meetings and events you can begin the process of re-educating thepublic and realigning their perceptions with the reality that exists within your city.

AdvertisingOnly now do you even think about beginning the traditional advertising to

promote your city. With a new logo and brand promise in hand and hopefully aclearer message to deliver you can begin to identify your target audiences. Longafter the effectiveness of a single ad wears off the memory of your brand identitywill live on in the minds of the public.

_____________Jonathan Baltuch operates two different firms, MRI and The Edge, which developand implement brand identity and economic development strategies for cities andgovernments. He can be reached at jbaltuch@comcast.net.