High Streets Task Force | 14 June, 2020
June 2020
Rebranding your high street
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High Streets Task Force Rebranding your High Street ?
Welcome to this interactive e-learn from the High Streets Task Force.
This series of training programmes has been designed to give you an awareness of the different frameworks and approaches to renewing your high street, now even more important as places move to recovery and transformation as a result of COVID-19.
This is an interactive e-learn: simply follow the prompts and click on the green buttons to progress. The icons to the right will always be at the top of your screen.
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High Streets Task Force Rebranding your High Street ?
2
3What does
rebranding
involve?
1Learning
objectives
4How you can
apply the
principles of
rebranding
5Recap &
summary
Contents
What is
rebranding?
Contents
This training session consists of five key areas, designed to equip you with the knowledge and awareness of rebranding as a strategy for high street renewal.
To return to this page at any time throughout the session, simply press the icon in the top right-hand corner of your screen.
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High Streets Task Force Rebranding your High Street ?
1 Learning Objectives
As a result of completing this Rebranding your High Street training session, you will have achieved the following learning objectives:
To evaluate the relevance of Rebranding as an approach to high street renewal;1
Next
High Streets Task Force Rebranding your High Street ?
1 Learning Objectives
As a result of completing this Rebranding your High Street training session, you will have achieved the following learning objectives:
To evaluate the relevance of Rebranding as an approach to high street renewal;1
To evaluate the resource implications of Rebranding, and whether it’s right for you;2
Next
High Streets Task Force Rebranding your High Street ?
1 Learning Objectives
As a result of completing this Rebranding your High Street training session, you will have achieved the following learning objectives:
To evaluate the relevance of Rebranding as an approach to high street renewal;1
To evaluate the resource implications of Rebranding, and whether it’s right for you;2
To appraise how Rebranding relates to the other strategic approaches.3
High Streets Task Force Rebranding your High Street ?
2
3What does
rebranding
involve?
1Learning
objectives
4How you can
apply the
principles of
rebranding
5Recap &
summary
Contents
What is
rebranding?
Contents
You have now completed Section 1.
To begin Section 2, please click the green arrow in the bottom right-hand corner.
You can also revisit content from Section 1 by selecting it from the Contents on the right.
High Streets Task Force Rebranding your High Street ?
2 What is ‘rebranding’?
First – let’s start by understanding what ‘rebranding’ actually means, and how it can be applied to high streets and local town centres. Select each heading to find out more.
We first need to understand
the term ‘place branding’
High Streets Task Force Rebranding your High Street ?
2 What is ‘rebranding’?
First – let’s start by understanding what ‘rebranding’ actually means, and how it can be applied to high streets and local town centres. Select each heading to find out more.
• Often it’s considered that a city’s branding process centres
on logos, slogans and events aimed at promoting, selling
and marketing places. This implies the crucial elements of
forming place brands are adverts & visual identities.
• This misunderstanding significantly limits the
effectiveness of place branding. Advertising and
promotional activities should not be disregarded – but they
are only a small part of the wider place branding process.
• Place brands are not created in the design of a logo –
instead in people’s encounters with the place. Place
brands have many co-creators that engage in a process to
construct them by exchanging ideas, experiences and
feelings about the place. Places are complex entities with
multiple identities – this cannot be easily depicted.
We first need to understand
the term ‘place branding’So what does rebranding mean?
High Streets Task Force Rebranding your High Street ?
2 What is ‘rebranding’?
First – let’s start by understanding what ‘rebranding’ actually means, and how it can be applied to high streets and local town centres. Select each heading to find out more.
• Often it’s considered that a city’s branding process centres
on logos, slogans and events aimed at promoting, selling
and marketing places. This implies the crucial elements of
forming place brands are adverts & visual identities.
• This misunderstanding significantly limits the
effectiveness of place branding. Advertising and
promotional activities should not be disregarded – but they
are only a small part of the wider place branding process.
• Place brands are not created in the design of a logo –
instead in people’s encounters with the place. Place
brands have many co-creators that engage in a process to
construct them by exchanging ideas, experiences and
feelings about the place. Places are complex entities with
multiple identities – this cannot be easily depicted.
We first need to understand
the term ‘place branding’So what does rebranding mean?
• Rebranding focuses on the communication of a high street
or town centre’s image and identity.
• Local place users may find the place experience meets or
exceeds expectations, but its image is still problematic.
Rebranding therefore aims to improve or change the image.
• Rebranding should be viewed holistically, rather than simply
from a promotional view. A wider and more comprehensive
view of what actually contributes to branding a place can
offer a range of solutions and wider set of tools that towns
can use to recover.
• It requires research and analysis of perceptions of your
town, a clear vision and strategy, and participation from a
broad range of stakeholders to be successful.
High Streets Task Force Rebranding your High Street ?
2
3What does
rebranding
involve?
1Learning
objectives
4How you can
apply the
principles of
rebranding
5Recap &
summary
Contents
What is
rebranding?
Contents
You have now completed Section 2.
To begin Section 3, please click the green arrow in the bottom right-hand corner.
You can also revisit content from previous sections by selecting them from the Contents on the right.
High Streets Task Force Rebranding your High Street ?
3 What does rebranding involve?
To make place branding contribute to the development of towns and cities, several preconditions need to be met. There are three pillars that make up the foundation of the place branding process.
Click the first pillar to find out more.1 2 3
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
1
Analysis2 3
1. Analysis
• Analysis is an essential part of any place
branding project.
• Internal & external market research is vital to
achieve the necessary understanding of the
place, its audiences, potential and aims – which
are cornerstones of place brand development.
• This stage of analysis helps you develop a solid
grasp of what makes up the place’s image (how
it’s perceived by people) and what the place
means for people.
• This is crucial for the development of a
sustainable place brand, as is the evaluation of
the place’s potential for the future in relation to
the external environment.
Click the first green tick to move on.
3 What does rebranding involve?
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
1
Analysis2 3
To make place branding contribute to the development of towns and cities, several preconditions need to be met. There are 3 pillars that make up the foundation of the place branding process.
Click the second pillar to find out more.
3 What does rebranding involve?
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
1
Analysis3
2. Strategy
• This understanding of what constitutes a place’s
brand in the Analysis pillar leads to the
development of a vision for the place and the
strategy that will be followed.
• Place branding actions implemented in isolation
that don’t adhere to a wider place reputation
strategic framework are unlikely to achieve long
term effects for the place.
• Even the most appealing and creative
promotional campaign or a well-organised event
can only bring temporary results if they are not
aligned with a strategic vision of what the
place’s stakeholders aim for the future.
Click the second green tick to move on.
2
Strategy
3 What does rebranding involve?
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
1
Analysis32
Strategy
To make place branding contribute to the development of towns and cities, several preconditions need to be met. There are 3 pillars that make up the foundation of the place branding process.
Click the third pillar to find out more.
3 What does rebranding involve?
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
1
Analysis
2
Strategy
3. Participation
• The need for strategic alignment highlights the
significance of stakeholder participation for
effective place brand development.
• Why do we need this? The nature of places and
place brands themselves are complex, multifaceted,
dynamic and participatory.
• Place brands are often developed without
stakeholder involvement. This can lead to
stakeholders feeling a lack of ownership over the
brand and produce a negative reaction.
• Place brand development that is only chosen by
local authorities or consultants can ignore the
significance of the brand for people who live in the
place & are interested in its development. In order
for stakeholders to endorse and advocate the brand,
their involvement is necessary.
• As we move through and beyond the COVID-19
pandemic, the importance of community
involvement in all aspects of place improvement
activity cannot be understated. Involvement in place
brand development is just one aspect of this.
3
Participation
3 What does rebranding involve?
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
These are the 3 pillars that make up the foundation of the place branding process.
What does this mean in practice?
Click the green arrow to explore the stages of a place branding process.3
Participation
3 What does rebranding involve?
1
Analysis
2
Strategy
Foundations
of Rebranding
High Streets Task Force Rebranding your High Street ?
Effective place branding implementation consists of 5 interrelated and overlapping stages of the participatory place branding process.
Click the green arrow to explore these 5 stages.
The branding process3 What does rebranding involve?
High Streets Task Force Rebranding your High Street ?
Research
• Involves a detailed account of resources available
in your place and an investigation into the internal &
external environmental factors that affect it
• This could include perception studies of current and
potential image
Aim: to evaluate the current situation and its
potential for future development
Next
The branding process3 What does rebranding involve?
High Streets Task Force Rebranding your High Street ?
DeliberationResearch
• The core group of stakeholders discuss and propose a
strategic vision for the place
• Stakeholders could include: local authorities, tourism offices,
local chamber of commerce/industry, sectors (e.g. retailers,
leisure, transportation), external consultants or experts
Aim: to formulate and articulate a meaningful
proposition of a vision (not necessarily the final one)
Next
The branding process3 What does rebranding involve?
High Streets Task Force Rebranding your High Street ?
Deliberation ConsultationResearch
• Extensive dialogue is initiated with local
communities on the proposed vision and future
• Includes seeking commonality between
organisations, institutions and other places that
might be mutually beneficial
Aim: to hold discussion & consultation with local
communities to refine the vision and strategy
Next
The branding process3 What does rebranding involve?
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation ActionResearch
• When measures are taken & tactics implemented
• Actions will inevitably include infrastructure development
improvement, implementation of hygiene/social-distancing
measures, & regeneration initiatives
• This stage relies on place making
Aim: take action to enrich the “opportunities” offered
to place audiences (including residence, work,
leisure, education, investment & general quality of life).
Next
The branding process3 What does rebranding involve?
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation ActionResearch Next
The branding process3 What does rebranding involve?
What is place making?
Place making is the process of the
community coming together to
reimagine and reinvent places, in this
case town centres. Now even more
important as a result of COVID-19 and
the necessary temporary/permanent
alterations required.
• When measures are taken & tactics implemented
• Actions will inevitably include infrastructure development
improvement, implementation of hygiene/social-distancing
measures, & regeneration initiatives
• This stage relies on place making
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation Action CommunicationResearch
• There is a clear need to actively engage in
communication of the place’s benefits and
improvement efforts, particularly throughout the
COVID-19 recovery and transformation phase.
• The previous stages of the process will provide
content for communication
Aim: to make all interventions
and efforts known to the public
The branding process3 What does rebranding involve?
High Streets Task Force Rebranding your High Street ?
For analytical and planning reasons, the branding process consists of these 5 stages with different aims.
However, when implementing place branding projects and strategies, the stages are interdependent and overlapping in both context & timeframe. It is therefore important to consider:
The branding process3 What does rebranding involve?
Deliberation Consultation Action CommunicationResearchClick here to
recap the
process
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation Action CommunicationResearch
For analytical and planning reasons, the branding process consists of these 5 stages with different aims.
However, when implementing place branding projects and strategies, the stages are interdependent and overlapping in both context & timeframe. It is therefore important to consider:
All activities in the
stages are branding
measures. They are all
parts of the branding
process and not separate
activities
1
The branding process3 What does rebranding involve?
Click here to
recap the
process
High Streets Task Force Rebranding your High Street ?
For analytical and planning reasons, the branding process consists of these 5 stages with different aims.
However, when implementing place branding projects and strategies, the stages are interdependent and overlapping in both context & timeframe. It is therefore important to consider:
All activities in the
stages are branding
measures. They are all
parts of the branding
process and not separate
activities
The vision for the
future place and strategy
are not finalised in
‘deliberation’, they are
propositions that need to
be revisited
1 2
The branding process3 What does rebranding involve?
Deliberation Consultation Action CommunicationResearchClick here to
recap the
process
High Streets Task Force Rebranding your High Street ?
2
3What does
rebranding
involve?
1Learning
objectives
4How you can
apply the
principles of
rebranding
5Recap &
summary
Contents
What is
rebranding?
Contents
You have now completed Section 3.
To begin Section 4, please click the green arrow in the bottom right-hand corner.
You can also revisit content from previous sections by selecting them from the Contents on the right.
High Streets Task Force Rebranding your High Street ?
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
4 How you can apply the principles of rebranding
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
AppearanceVisual appearance & cleanliness,
inc. management of social-
distancing aids
High Streets Task Force Rebranding your High Street ?
AppearanceVisual appearance & cleanliness,
inc. management of social-
distancing aids
AttractivenessPlace attractiveness, inc. how safe the
place is perceived to be (e.g. adequate
hygiene/distancing measures in place).
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
AttractivenessPlace attractiveness, inc. how safe the
place is perceived to be (e.g. adequate
hygiene/distancing measures in place).
ExperienceInfluenced by the place brand,
facilities, events, and infrastructure.
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
4 How you can apply the principles of rebranding
AppearanceVisual appearance & cleanliness,
inc. management of social-
distancing aids
High Streets Task Force Rebranding your High Street ?
AttractivenessPlace attractiveness, inc. how safe the
place is perceived to be (e.g. adequate
hygiene/distancing measures in place).
Networks & partnershipsStakeholder relationships are
crucial for participatory branding
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
4 How you can apply the principles of rebranding
ExperienceInfluenced by the place brand,
facilities, events, and infrastructure.
AppearanceVisual appearance & cleanliness,
inc. management of social-
distancing aids
High Streets Task Force Rebranding your High Street ?
Place marketingHow a town centre communicates
and promotes itself is vital to
encourage positive perceptions
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
4 How you can apply the principles of rebranding
Networks & partnershipsStakeholder relationships are
crucial for participatory branding
AttractivenessPlace attractiveness, inc. how safe the
place is perceived to be (e.g. adequate
hygiene/distancing measures in place).
ExperienceInfluenced by the place brand,
facilities, events, and infrastructure.
AppearanceVisual appearance & cleanliness,
inc. management of social-
distancing aids
High Streets Task Force Rebranding your High Street ?
The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.
The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.
From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.
These factors show that a brand
contributes to the reputation of a
place, and place branding has the
potential to revitalise town centres
4 How you can apply the principles of rebranding
Networks & partnershipsStakeholder relationships are
crucial for participatory branding
Place marketingHow a town centre communicates
and promotes itself is vital to
encourage positive perceptions
AttractivenessPlace attractiveness, inc. how safe the
place is perceived to be (e.g. adequate
hygiene/distancing measures in place).
ExperienceInfluenced by the place brand,
facilities, events, and infrastructure.
AppearanceVisual appearance & cleanliness,
inc. management of social-
distancing aids
High Streets Task Force Rebranding your High Street ?
We will now look at three towns that participated in a rebranding exercise as part of the High Streets UK 2020 project.
We will learn:
• About the town;
• Why there was a need to rebrand;
• What the findings were;
• What happened as a result.
Click on each of the locations to find out more.
AlsagerHolmfirth
Altrincham
4 How you can apply the principles of rebranding
Click here when you are ready to move on
High Streets Task Force Rebranding your High Street ?
About
Alsager
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Alsager
• Alsager is a classic “sleepy” town with
a population of 12,500, located in
Cheshire, England.
• Originating as a farming Hamlet, it
expanded during the Victorian Period
when the Railway made it a popular
and attractive place for the wealthy to
live away from the potteries.
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Alsager
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Alsager
• Alsager had been undergoing major changes – featured
to the right.
• These changes might have led to confusion between
local stakeholders about what type of town Alsager is
and what town they want it to be in the future.
• In workshops and meetings, it became evident that the
town is in need of rigourous market research that will
eventually inform the place branding process and assist
stakeholders in decision-making regarding its future.
Closure of Manchester Metropolitan
University’s Alsager campus
Loss of manufacturing businesses
Improvements in & around the town
centre, including a new anchor store
Plans for future housing developments
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Alsager
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Alsager
Without detailed research, the
people of Alsager still agreed on a
perception: Alsager…
• Is a big village rather than
small town;
• Has great community spirit;
• Has a village feel;
• Strategic vision needs to
prioritise community spirit &
friendliness
This was often based on
perceptions that could lack
knowledge. Place branding is
complex and therefore requires
relevant information that may be
unknown to place stakeholders
This highlights the necessity of research as
a starting point for any place branding.
Extensive research can:
✓ Engage more stakeholders
✓ Avoid future conflicts
Stakeholders agreed future research and
analysis on footfall, catchment area, user
behaviour, shopping preferences and
residents’ perceptions can reveal the town
centre’s challenges
People in Alsager agreed the
centre lacked definition and had
no real identify – a serious
challenge to its resilience
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Alsager
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Alsager
Dialogues & discussions between local
stakeholders had been problematic in the
past with a ‘tell us what to do’ attitude
People in Alsager became highly engaged with the
rebranding process and felt the brand was embedded in
their own values, making it easier to communicate
Almost half of negative associations people
linked with Alsager related to
communication, promotion & marketing
Stakeholders decided more effort should be put into
promoting a positive image of the town. The “It’s All
About Alsager” initiative was successful on social media
and for engaging stakeholders
Communicating the present place brand was felt to only have a short-term impact on the town’s
vitality & viability – linking back to an absence of proper research
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Altrincham
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Altrincham
• Altrincham, a market town outside of
central Manchester, was one of the
first market towns in the country. It has
a population of around 52,000.
• Due to a number of damaging factors,
the town was dubbed a ‘ghost town’ in
the media.
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Altrincham
Why the
need to
rebrand?
What were
the
findings?
What
happened?
• In 2010, Altrincham was labelled as the UK’s bleakest ghost
town by the media due to its noticeably high retail vacancy
rates.
• A number of factors had led to the decline of this market town
– featured to the right.
• Despite positive developments for the town, including the
Market and Historic Market Quarter redevelopments, there
are still negative perceptions and therefore more needs to
be done to communicate positive messages for the town.
37% shop vacancy rates in 2010
Close proximity to Manchester city
centre and Trafford Centre mall
Economic downturn
Altrincham
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Altrincham
Why the
need to
rebrand?
What were
the
findings?
What
happened?
In 2011,
the Altrincham
Forward initiative
brought together key
stakeholders in a
single partnership to
drive forward change
and turn around
Altrincham’s fortunes
with a collaborative
approach towards its
redevelopment
Markets, as key elements of
the market town “brand”, can act
as catalysts for change in
towns, can transform a place to
a unique, multifunctional social
centre that is relevant to the
needs and interests of local
people and visitors
For example:
• Action: includes infrastructure for
town functions
• Deliberation: acts as the core of a
vision & strategy
• Communication: a vehicle of
communication of the brand
Markets in fact cut across the different
stages of the place branding process
we have already covered
The current Altrincham brand is
based on the concept of “Modern
Market Town”
Despite town
regeneration
and the
revamping of
the town centre
and market,
local people
are not
engaged and
not aware
Altrincham is
changing
Altrincham
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Altrincham
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Local support is low and the place brand is
downplayed in communications, such as word-of-
mouth between local people, retailers and potential
investors
Poor perceptions and vacancy rates are still
deterring anchor stores and young
entrepreneurs from investing
in the town centre.
The rebranding process in Altrincham needs to
emphasise communications and promote town events
and festivals in the town centre to bring local
communities closer and support the town
Altrincham Forward identified communication as
key – they started working on social media
activity & ways to engage residents.
Communications about successful stories can
also attract new businesses & investors.
Altrincham
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Holmfirth
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Holmfirth
• Holmfirth is a small town in Holme
Valley, West Yorkshire, with a
population of around 5,000.
• For most people, it is known as the
setting of Last of The Summer
Wine, a long-running TV sitcom
that showcased the beautiful rural
setting that surrounds the area.
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Holmfirth
Why the
need to
rebrand?
What were
the
findings?
What
happened?
• Last of the Summer Wine’s popularity drew in thousands of
tourists every year, but since its cancellation in 2010, these
numbers continue to shrink.
• This emphasised the need for a diversified economic base
and creativity in choosing the focus of the place brand.
• There were other factors besides the TV show’s demise
that led to the town’s decline – featured to the right. It
became clear that more than marketing & communications
was needed to revive Holmfirth.
Popular TV show cancelled
Poor retail diversity
Lack of confidence from local
people in their town
Holmfirth
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Holmfirth
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Town stakeholders
such as Keep
Holmfirth Special, a
partnership with a
mission to
contribute to the
wellbeing of the
town, are firm
believers of
reshaping the
town’s
identity
Holmfirth
However workshop
participants were quite
pessimistic on the chances
of implementing a
participatory place branding
approach
People understood the town
needed to be more appealing
and reinvent itself
This showed the
communication and
participation barriers in the
town and lack of resources
to raise awareness and
interest for participation
Residents were unaware of
the existence of a town
partnership until they attended
the workshop
Therefore a need to inform,
educate and map different
stakeholder groups was
seen as essential to refine
the vision & strategy
There was no clear vision for
the Holmfirth brand due to
many scattered groups and
individuals
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
About
Holmfirth
Why the
need to
rebrand?
What were
the
findings?
What
happened?
Stakeholders were encouraged to work together in
groups to answer what makes Holmfirth special
The level of agreement was particularly high
and the exercise worked to preliminarily form
the brand
There was a high level of involvement and the
connection between participants when thinking
about their place and how it can improve
This shows the important role of engaging
stakeholders in the right context and regularly
to build place brand values with local people
Holmfirth
4 How you can apply the principles of rebranding
High Streets Task Force Rebranding your High Street ?
2
3What does
rebranding
involve?
1Learning
objectives
4How you can
apply the
principles of
rebranding
5Recap &
summary
Contents
What is
rebranding?
Contents
You have now completed Section 4.
To begin Section 5, please click the green arrow in the bottom right-hand corner.
You can also revisit content from previous sections by selecting them from the Contents on the right.
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
This section contains a summary of all the key learning points on Rebranding your High Street.
First, let’s recap some of the key takeaways from this session.
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
This section contains a summary of all the key learning points on Rebranding your High Street.
First, let’s recap some of the key takeaways from this session.
Q1 What are the five stages of the place branding process?
Research, Deliberation, Planning, Action, Promotion
Research, Deliberation, Consultation, Action, Communication
Research, Deliberation, Decision. Action, Communication
a
b
c
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Q1 What are the five stages of the place branding process?
Research, Deliberation, Planning, Action, Promotion
Research, Deliberation, Consultation, Action, Communication
Research, Deliberation, Decision. Action, Communication
a
b
c
The place branding process consists of the five stages below.
Whilst distinct stages, they are all interdependent and overlapping,
each highly important to a successful place branding process.
Click here to revisit the
place branding process
High Streets Task Force Rebranding your High Street ?
Research
• Involves a detailed account of resources available
in your place and an investigation into the internal &
external environmental factors that affect it
• This could include perception studies of current and
potential image
Aim: to evaluate the current situation and its
potential for future development
Next
The branding process5 Recap & summary
High Streets Task Force Rebranding your High Street ?
DeliberationResearch
• The core group of stakeholders discuss and propose a
strategic vision for the place
• Stakeholders could include: local authorities, tourism offices,
local chamber of commerce/industry, sectors (e.g. retailers,
leisure, transportation), external consultants or experts
Aim: to formulate and articulate a meaningful
proposition of a vision (not necessarily the final one)
Next
The branding process5 Recap & summary
High Streets Task Force Rebranding your High Street ?
Deliberation ConsultationResearch
• Extensive dialogue is initiated with local
communities on the proposed vision and future
• Includes seeking commonality between
organisations, institutions and other places that
might be mutually beneficial
Aim: to hold discussion & consultation with local
communities to refine the vision and strategy
Next
The branding process5 Recap & summary
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation ActionResearch
• When measures are taken & tactics implemented
• Actions will inevitably include infrastructure development
improvement, implementation of hygiene/social-distancing
measures, & regeneration initiatives
• This stage relies on place making
Aim: take action to enrich the “opportunities” offered
to place audiences (including residence, work,
leisure, education, investment & general quality of life).
Next
The branding process5 Recap & summary
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation ActionResearch
• When measures are taken & tactics implemented
• Actions will inevitably include infrastructure development
improvement, implementation of hygiene/social-distancing
measures, & regeneration initiatives
• This stage relies on place making
Next
The branding process5 Recap & summary
What is place making?
Place making is the process of the
community coming together to
reimagine and reinvent places, in this
case town centres. Now even more
important as a result of COVID-19 and
the necessary temporary/permanent
alterations required.
High Streets Task Force Rebranding your High Street ?
Deliberation Consultation Action CommunicationResearch
• There is a clear need to actively engage
in communication of the place’s benefits
and improvement efforts
• The previous stages of the process
provide content for communication
Aim: to make all interventions
and efforts known to the public
The branding process5 Recap & summary
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
This section contains a summary of all the key learning points on Rebranding your High Street.
First, let’s recap some of the key takeaways from this session.
Q2 Which foundation of place branding is described below?
Analysisa Strategyb Participationc
Stakeholder involvement is required for effective place brand development, as the
nature of places and place brands themselves are complex, multifaceted and dynamic.
When place brands are developed without stakeholder involvement, it can result in a
negative reaction or disregard the feelings of people who live there.
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Q2 Which foundation of place branding is described below?
Stakeholder involvement is required for effective place brand development, as the
nature of places and place brands themselves are complex, multifaceted and dynamic.
When place brands are developed without stakeholder involvement, it can result in a
negative reaction or disregard the feelings of people who live there.
Analysisa Strategyb Participationc
Participation is one of the three foundations of place branding. In
order to effectively implement place branding for your high street or
town centre, these three key foundations need to be considered.
Click here to revisit the
place branding foundations
High Streets Task Force Rebranding your High Street ?
1
Analysis2 3
1. Analysis
• Analysis is an essential part of any place
branding project.
• Internal & external market research is vital to
achieve the necessary understanding of the
place, its audiences, potential and aims – which
are cornerstones of place brand development.
• This stage of analysis helps you develop a solid
grasp of what makes up the place’s image (how
it’s perceived by people) and what the place
means for people.
• This is crucial for the development of a
sustainable place brand, as is the evaluation of
the place’s potential for the future in relation to
the external environment.
Rebranding
Foundations of rebranding5 Recap & summary
High Streets Task Force Rebranding your High Street ?
1
Analysis3
2. Strategy
• This understanding of what constitutes a place’s
brand in the Analysis pillar leads to the
development of a vision for the place and the
strategy that will be followed.
• Place branding actions implemented in isolation
that don’t adhere to a wider place reputation
strategic framework are unlikely to achieve long
term effects for the place.
• Even the most appealing and creative
promotional campaign or a well-organised event
can only bring temporary results if they are not
aligned with a strategic vision of what the
place’s stakeholders aim for the future.
2
Strategy
Rebranding
Foundations of rebranding5 Recap & summary
High Streets Task Force Rebranding your High Street ?
Rebranding
1
Analysis
2
Strategy
3
Participation
Foundations of rebranding5 Recap & summary
3. Participation• The need for strategic alignment highlights the
significance of stakeholder participation for effective
place brand development.
• Why do we need this? The nature of places and place
brands themselves are complex, multifaceted, dynamic
and participatory.
• Place brands are often developed without stakeholder
involvement. This can lead to stakeholders feeling a lack
of ownership over the brand and produce a negative
reaction.
• Place brand development that is only chosen by local
authorities or consultants can ignore the significance of
the brand for people who live in the place & are
interested in its development. In order for stakeholders to
endorse and advocate the brand, their involvement is
necessary.
• As we move through and beyond the COVID-19
pandemic, the importance of community involvement in
all aspects of place improvement activity cannot be
understated. Involvement in place brand development is
just one aspect of this.
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Rebranding your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Rebranding.
The 3 foundations of place branding –
analysis, strategy and participation – are vital
parts of a town centre’s rebranding strategy –
now more crucial as a result of COVID-19
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Rebranding your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Rebranding.
The 3 foundations of place branding –
analysis, strategy and participation – are vital
parts of a town centre’s rebranding strategy –
now more crucial as a result of COVID-19
The place branding process has five
distinct stages which naturally overlap and
are all interdependent. They are:
Research > Deliberation > Consultation >
Action > Communication
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Rebranding your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Rebranding.
The 3 foundations of place branding –
analysis, strategy and participation – are vital
parts of a town centre’s rebranding strategy –
now more crucial as a result of COVID-19
The place branding process has five
distinct stages which naturally overlap and
are all interdependent. They are:
Research > Deliberation > Consultation >
Action > Communication
• There is a clear link between town development and place
branding. Using this place branding approach can help town
authorities to solve immediate problems.
• Place branding can also provide town centres with a vision
and strategy.
• A holistic view of place branding is more helpful than simply a
promotional one. It provides a set of solutions & tools to use,
and engages local stakeholders when rebranding.
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Rebranding your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Rebranding.
The place branding process has five
distinct stages which naturally overlap and
are all interdependent. They are:
Research > Deliberation > Consultation >
Action > Communication
• There is a clear link between town development and place
branding. Using this place branding approach can help town
authorities to solve immediate problems.
• Place branding can also provide town centres with a vision
and strategy.
• A holistic view of place branding is more helpful than simply a
promotional one. It provides a set of solutions & tools to use,
and engages local stakeholders when rebranding.
Place brands can ‘talk’ to your local residents’ emotions and
inspire them to engage in discussing the town’s future, showing
the potential for rebranding as a town strategy.
The 3 foundations of place branding –
analysis, strategy and participation – are vital
parts of a town centre’s rebranding strategy –
now more crucial as a result of COVID-19
High Streets Task Force Rebranding your High Street ?
The 3 foundations of place branding –
analysis, strategy and participation – are
vital parts of a town centre’s rebranding
strategy.
The place branding process has five
distinct stages which naturally overlap and
are all interdependent. They are:
Research > Deliberation > Consultation >
Action > Communication
• There is a clear link between town development and place
branding. Using this place branding approach can help town
authorities to solve immediate problems.
• Place branding can also provide town centres with a vision
and strategy.
• A holistic view of place branding is more helpful than simply a
promotional one. It provides a set of solutions & tools to use,
and engages local stakeholders when rebranding.
Place brands can ‘talk’ to your local residents’ emotions and
inspire them to engage in discussing the town’s future, showing
the potential for rebranding as a town strategy.
5 Recap & summary
Rebranding your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Rebranding.
Rebranding is only one of
strategic framework for high streets. To find out more about the other Rs, please visit our website or get in touch with us to see how we can help.
Reinventing Restructuring
Repositioning Rebranding
The
4Rsof renewal
High Streets Task Force Rebranding your High Street ?
5 Recap & summary
Have you achieved the learning objectives for this Rebranding your High Street training session?
To evaluate the relevance of Rebranding as an approach to high street renewal;1
To evaluate the resource implications of Rebranding, and whether it’s right for you;2
To appraise how Rebranding relates to the other strategic approaches.3
High Streets Task Force | 71
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