INTRODUCTION  Let’s start with a story… ›The point is: Hope already has a brand or reputation in the minds of external and internal audiences. ›Why is this a concern? The thoughts and associations that come to mind when your city’s name is heard or read is likely to have huge financial, political, and social impacts. More about this later…

PRESENTATION OVERVIEW  What is “branding”  Branding as a process  Benefits of branding  Examples  Moving forward: where do we start?  Questions?

WHAT IS BRANDING?  It’s not a four letter word! ›When you see the word “brand”, think “reputation”. ›When you see the word “branding”, think “strategic positioning”  It’s a promise. A look-you-in-the-eye-and-shake-your-hand kind of promise. It’s a statement of what your community stands for and its values. It gives people a hint of what to expect when they come here.

WHAT IS BRANDING? (CNTD) Who you say your are (strategic positioning) What “THEY” say you are (brand image)  Strategic positioning: What does Hope “own”? What is our competitive identity? What do you want to be in the future?  Brand image: What people are saying about you when you’re out of the room. The gap

WHAT IS BRANDING? (CNTD) Brand equity: The value of a brand as measured by awareness, loyalty, and associated attributes. It’s like a bank account. Negative associations, poor awareness and weak loyalty are all withdrawals from the account. Positive attributes, strong awareness, and loyalty are deposits. Building brand equity increases competitiveness Increase Equity: - positive associations - strong + clear awareness - loyal residents + visitors Decrease Equity: - negative associations - low awareness - poor loyalty

BRANDING IS A PROCESS Understand your current brand image Establish your desired (true) brand Define the gap! Create and resource a plan to close the gap Assess progress and adjust

BENEFITS OF BRANDING  The level of esteem that a city’s name evokes has a direct impact on the health of its local businesses, economic development, tourism, and expansion of the population base.  A healthy and respected reputation makes Hope competitive in the eyes of potential new contracts, residents, companies, and visitors because it will be seen in a positive light with attractive qualities and benefits.  A strong brand (reputation) can be leveraged to attract awards, grants, win bids to host events, attract conferences.

BENEFITS OF BRANDING (CNTD)  Saves resources for all organizations involved by consistently informing the direction for strategic development, funding decisions, and policy creation.  Unifies local organizations under one banner – “all singing from the same songbook”. Shows strength of community.  A rallying point for leaders and citizens to embrace and be proud of. “Your community is your best sales team.”

STRONG BRANDS IN ACTION

LOOKING AHEAD - HOW DOES THIS WORK?  You need a unified commitment and long term vision across community organizations/leaders to this process.  Start at the beginning – research image and establish identity (brand)  Hire professionals  Keep the process going… it doesn’t end with a logo.  This process doesn’t happen overnight. Don’t rush it… but keep it moving.