Reach Out And Touch Your Audience

March 2011 - by Jeff Nixon

Back in the day of seventies grooviness, Diana Ross advised reaching out and touching somebody’s hand. She said it would make this world a better place. Community rebranding programs should take her advice. It’s essential to reach out and touch diverse community stakeholders by undertaking an external research and discussion process to support the rebrand.

A rebranding program involves thoroughly reviewing the current perceptions and associations each stakeholder has with your community. It is about determining where we are today, where we want to go in the future, and how to get there. Your audiences include your whole organization from senior management and council to summer students who mow the lawns for Parks and Recreation. Additional stakeholders include residents, business owners, visitors from surrounding communities, and even people who have never been to your community.

Seems like a lot of reaching out, doesn’t it?

Absolutely it is. And it should be.  All of those audience(s) bring a unique perspective to your brand. The summer student is likely to have a different perspective on your municipality’s green space support policies than the head of the local business improvement association. They’ve got different interests. Remember, your brand is about the experience people have; it’s not about the design they see. So listening to each audience’s experience is vital to aligning your brand.  

A rebranding program needs to identify shortcomings, pitfalls, and face the issues within your community head on. It takes research, discussion, and even healthy disagreement before you can start aligning and developing a brand for your community. Stakeholders want to be heard, and they should be given the opportunity; particularly if you want their buy-in post launch.

The best news: consulting your stakeholders does not have to cost a lot of money or prolong your branding program. New social media tools such as online surveys, Twitter, and Facebook provide efficient and cost-effective channels for gathering feedback.

Jeff Nixon is a senior consultant at Synergist Communications (www.synergistcommunications.com). He is an expert in strategic place branding and takes pride in helping organizations to improve public perception, encourage investment, and create a better community through effective brand management. Follow on Twitter @Jeffrey_Nixon.