City Branding: 3 Ways You’re Doing It Wrong
You Have a Logo, but No Brand.
Brands are more than just a logo. Logos are just the foundation of the brand. There are also fonts, colors, designs, marketing, and messaging to round the image and reputation you want.
Not Engaging Community and Stakeholders in Crafting Your Brand
Brands need to be both authentic and aspirational and tapping into community pride increases their buy-in. When you genuinely ask for their feedback AND show them how you did or did not use it, trust is established and a personal connection to the brand is made.
Not Providing Staff with Tools for Brand Implementation
Staff will be your best brand ambassadors with training, easy design of materials and templates, and centralized information. If they don’t know about the brand (use and limits), don’t expect them to use it right. This common oversight of staff tools creates inconsistency and dilutes brand.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”
The upside? There's always ways to make changes and improvements. If you're looking for help along the branding-brick-road, check in with cities who have undergone this process or have a conversation with a consultant.
Need to ask a city about their process? We know a few we can connect you to, just ask!