Creating a Community Brand (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Branding the Farmington CVB

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the process of creating a community brand.

Joining us on the show was Tonya Stinson, Executive Director of the Convention & Visitors Bureau (CVB) in Farmington, New Mexico. The mission of the CVB is to promote Farmington as well as surrounding area attractions.

Tonya shared that the CVB was working on various projects when the decision was made to begin coordinating with other organizations on the development of a cohesive community. A Brand supported by the city, community and businesses will enable all of them to consistently communicate the same message about the city.

After extensive research and analysis to determine the attributes and personality of Farmington, the essence of the brand is taking shape. Tag lines and other material are being developed. The Farmington area boasts the confluence of three rivers and water-related activities as well as biking, art and cultural attractions and numerous historic sites.

Once the brand and tag lines are finalized, formal strategy and marketing plans will be developed to launch the brand. For instance, signage and the visitor center will reflect the new theme. This cohesive messaging will also be used to convey what Farmington is all about to the target audience. Whether that is new businesses or families, a single compelling picture of the city is presented. Those Branding Guys reiterated that rolling out a new brand is a process, with the goal being the community speaking with one voice.

Tonya added that one of the key components to a successful brand launch is the support of local businesses. They not only will be sharing the brand message in their advertising, they must deliver on the brand promise with a great customer experience.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2014 Once a Day Marketing™.  All rights reserved.