how to nail your economic development brand
TRANSCRIPT
![Page 1: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/1.jpg)
How to Nail Your Economic Development
Brand
Susan Brake, Development Counsellors International August 15, 2014
![Page 2: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/2.jpg)
A Look at Today’s Great Brands…
![Page 3: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/3.jpg)
“A brand is built by whatothers say about your community – not what you say about yourself.”
One Point of View on Place Branding
![Page 4: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/4.jpg)
1. Develop Your Brand: The process starts with the right research, creativity and design
2. Implementation is the Key: Success is determined by creatively marketing your brand to internal and external audiences
3. Engage The Right Voices: Turn to credible third parties to share your brand
The Successful Brand Plan
![Page 5: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/5.jpg)
7 Tips to
![Page 6: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/6.jpg)
1 Geography is Key
Sometimes your biggest brand asset is your actual
location.
![Page 7: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/7.jpg)
• Brand should be able to be adapted to incorporate state or most-known metropolis at the minimum
• Provide geographic orientation in your key messaging
Tips for Including Geography
![Page 8: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/8.jpg)
![Page 9: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/9.jpg)
2 Be Who You Are
Embrace your strengths, address your weaknesses and celebrate
what makes you unique.
![Page 10: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/10.jpg)
• Perform a SWOT analysis by conducting stakeholder interviews and surveys in the business community.
• Gather common themes from interviews and research to determine what truly sets your community apart.
Tips for Being Who You Are
![Page 11: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/11.jpg)
![Page 12: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/12.jpg)
3 …But Be Aspirational
Branding is about long term visioning. It’s about what you want to accomplish and where you want to be in the next five
years.
![Page 13: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/13.jpg)
Tips for Being Aspirational
![Page 14: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/14.jpg)
![Page 15: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/15.jpg)
4 …And be different…really different
Branding lets you make a bold, yet undeniable statement and gives you a chance to call out what you want to be known for.
![Page 16: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/16.jpg)
• Look at where you’ve ranked recently
• What is your first, largest, only that no one else has
• Use those statements to your advantage
Tips for Being Different
![Page 17: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/17.jpg)
![Page 18: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/18.jpg)
5 Prioritize Your Audiences
Prioritize your audience based on your goals and know that you can have umbrella brands to address multiple audiences.
![Page 19: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/19.jpg)
Ask Yourself: “What’s Your Biggest
Need in the Next Three-Five Years?”
Tips for Prioritizing Your Audience
![Page 20: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/20.jpg)
Corporate Executive
![Page 21: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/21.jpg)
A Talented Workforce
• Nearly half (49%) of U.S. employers are experiencing difficulty filling mission-critical positions within their organizations.
• The current global talent shortage worries multinationals more than revolution or recession
![Page 22: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/22.jpg)
Talent Attraction Brands and Campaigns to Check out
![Page 23: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/23.jpg)
Your Residents
![Page 24: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/24.jpg)
Multiple Audiences
![Page 25: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/25.jpg)
![Page 26: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/26.jpg)
Consistent, Complementary Brands that Speak to Differing Audiences
![Page 27: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/27.jpg)
6 Your Brand is Built By What Others Say
Having a logo won’t solve perception issues.
![Page 28: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/28.jpg)
• Conduct a media audit• Survey the audience you
want your brand to speak to.
• Determine if there is a common misperception your branding should address.
Tips for Learning What Others Say About You
![Page 29: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/29.jpg)
![Page 30: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/30.jpg)
![Page 31: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/31.jpg)
7 Communicate Your Brand Effectively
It’s what you do with a brand that will make a difference.
![Page 32: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/32.jpg)
• Share stories with the media that tie back to your brand.
• Develop website copy that speaks to your brand.
• Provide spokespersons with key messaging.
Tips to Communicate Your Brand Effectively
![Page 33: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/33.jpg)
![Page 34: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/34.jpg)
![Page 35: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/35.jpg)
![Page 36: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/36.jpg)
Branding: A Cautionary Tale
![Page 37: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/37.jpg)
![Page 38: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/38.jpg)
![Page 39: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/39.jpg)
![Page 41: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/41.jpg)
A Visual Definition of Branding…
![Page 42: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/42.jpg)
“I’M A GREAT GUY”
MARKETING
![Page 43: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/43.jpg)
“I’M A GREAT GUY”“I’M A GREAT GUY”“I’M A GREAT GUY”
ADVERTISING
![Page 44: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/44.jpg)
TELEMARKETING
“HELLO.”“I’M A GREATGUY.”
![Page 45: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/45.jpg)
“TRUST ME…HE’S A GREAT GUY.”
PUBLIC RELATIONS
![Page 46: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/46.jpg)
SUCCESSFUL BRAND RECOGNITION
“I UNDERSTANDYOU’RE A GREATGUY.”
![Page 47: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/47.jpg)
“A brand is built by whatothers say about your community – not what you say about yourself.”
![Page 48: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/48.jpg)
Thank You!
Want to know more about how to attract talent to your region?
Email me and I can send you a link to the download.
![Page 49: How to Nail Your Economic Development Brand](https://reader038.vdocuments.net/reader038/viewer/2022110119/555869e4d8b42a8d018b4a2d/html5/thumbnails/49.jpg)
A.