Download - Community branding
COMMUNITY BRANDING:
The Creation Of A Destination
Branding
Name That Brand!
What Is A Brand?A brand is a product, service, or concept that is
publicly distinguished from other products, services, or concepts so that it can be easily
communicated and usually marketed.
A brand is a product, service, or concept that is publicly distinguished from other products,
services, or concepts so that it can be easily communicated and usually marketed.
A brand is simply how you feel about the product, service, or organization. It’s the immediate “gut” response you have when recognizing the product
Examples
Brand vs. Logo
What is a Brand?A brand is the impression that your product or service leaves on a customer. It's how people feel about and what people think of their experience with your product or service. A logo can be used to help customers recognize a brand, but is not required for a brand to be effective.
What is a Logo?A visual symbol to represent your company. An effective logo does not require a person to read, is distinctive and instantly recognizable, and conveys something about the brand experience of your product or service.
Slogan vs. Tagline
A slogan is typically used with a single marketing campaign, whereas a tagline should be
considered permanent.
A slogan is a memorable motto or phrase used in some
context as a repetitive expression of an idea or
purpose.
A tagline is a memorable phrase that will sum up the tone and
premise of a brand or product to reinforce the audience's memory
of the brand.
What Is A Community Brand?definition, creation, and implementation of a
system to share your community’s personality
Community branding should teach people
to play together
• define identity, shape perceptions, and attract positive attention
What Does A Community Brand Do?
“In other words, a brand can move a community from good to great.”
•further economic, political and social goals of the community
Why Does A Community Need A Brand?
• Competitive Identity
• Value & Influence
• Long-term Vision
• Larger community development program
Some Reasons Communities Decide To Brand:
• Loss of income in a specific sector such as tourism or economic development
• A negative, non-existent, or conflicting image
• Increasing competition from surrounding communities
Making YourBrand
Branding Toolbox
The Curious Case Of Dr. Greason
The Curious Case Of Dr. Greason
Other Case Studies
BrandingExamples Toolbox
YourTurn
What You Should Identify:
• Logo, Tagline, or Message you’re sending
• What is the feeling-to-action of your brand?
• Who is your target audience?
Branding Examples Toolbox
Digging Deeper
• How would the early and mid-20th century suburb immigrant growth affect community branding?
• How did the Baby Boom generation effect suburban communities, and would that play a part in community identity? Why or Why not?
• What role (if any) does the increased function and social norm of technology play in developing community brands?
Any Questions?