Community finds parking garage makes unlikely festival location.
(Boonton, NJ, September 13, 2013) — While there are many rewards to be gained from downtown branding, misunderstandings about what branding is, and is not, can make these efforts less effective.
Branding is not simply a matter of a new tag line, logo, or ad campaign; it is about accurately identifying and communicating a promise about the most valuable aspects of your community, and then consistently delivering on that promise.
“Your brand is your anticipated promise of performance,” says Bill Baker, president of Total Destination Marketing, and author of Destination Branding for Small Cities. “It must be grounded in truth and reality. If you don’t live up to it, your community will have a weak and unsustainable brand and it will not generate the ongoing support of either customers or stakeholders.
“Essential to developing a successful brand strategy is following a systematic and collaborative planning process that thoroughly involves prospective customers, reviews competitors, and engages stakeholders.’
In the September issue of Downtown Promotion Reporter Baker reviews this seven step process and shares examples of his branding work for Grants Pass, OR.
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About the Downtown Research & Development Center
For over 50 years, the Downtown Research & Development Center has acted as the information clearinghouse on practical strategies and tactics for revitalizing the hearts of our cities and towns.
The Group\'s main activities include publishing the widely influential Downtown Idea Exchange and Downtown Promotion Reporter newsletters; publishing relevant books and reports; and operating the DowntownDevelopment.com website.
Website: http://www.DowntownDevelopment.com