A basic how to approach by Brand4cosmos
City branding is a well designed and systematic effort to provide a city with a multi level distinctive identity in order to: Promote and achieve sustainable development and well being for population and all stakeholders through attracting tourism, investments and young talented people.
Designing the brand identity (brand elements as such as the logo, the colors, the emblem, the slogan etc. as well as the communication mix (both physical and digital) of promoting the city, a coherent and solid strategy should be formulated and executed.
Designing the brand strategy. All stakeholders such as the Municipality, state principles, Institutes, businesses, common people and volunteers etc. should be identified and listed accordingly. A GAP analysis should be conducted on the basis of answering the following key questions:
- Identity: who we are and what we stand for? 2. Desired outcome: what we want to achieve? Who exactly we wish to attract to our city and how we measure progress? 3. How do we reach bigger audiences? What is our narrative or our story? 4. Coherence: How do we organize special programs and actions to achieve consistency in city communication?
As GAP analysis’s findings will clearly indicate where the city stands and where it wants to go. A SWOT Analysis should also be applied on the following basis: 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats
All SWOT parameters must be exhaustedly analyzed by the branding strategy team and reordered accordingly as are subjected to a various of societal changes • Having concluded a systematic approach on what the city stands for and also where is it heading, we proceed with building up the brand strategy. • In other words, goals and present situation of the city are now clear and valid
A competition analysis should also be carried out so to recognize all cities that form the actual competition (past, present, future) • All competitive advantages of the above cities should also be mentioned clearly • Competitive cities and their competitive advantages shape up our branding strategy to a great extent
Brand strategy. The key strategic factors: 1. Differentiation 2. Awareness 3. Correlation 4. Esteem 5. Sustainability
All above key strategic factors should be in practical terms embodied within the city’s brand strategic plan so to provide the city with a distinctive brand identity long term and help fulfill all strategic goals
As far as the strategic implementation is concerned, budget, people, time, place and decision makers should be activated on a scheduled basis. The promotional official communication mix should be decided for and brought to tracks for both physical (traditional) and digital means. Websites, blogs, affiliate marketing, content marketing, social media, campaigns etc.
Brand strategy monitoring and evaluation is viable when a basic and clear system of monitoring and evaluating all programs and actions implemented according to the brand strategy is designed and kept. Internet provides a series of monitoring tools. (Free and easy to use). Regular meetings should also be planned amongst all stakeholders in order to keep strategy alive.