It's Not Me; It's You.
February 2011 - by Jeff Nixon
A friend took her daughter to Paris a couple of years ago. When they arrived back at the hotel at the end their first day her little girl started crying.
“What’s wrong?” asked her mom.
“It’s nothing like it was in Ratatouille.”
Even a municipality that is fortunate enough to have Pixar’s imagination and expertise dedicated to articulating its brand attributes and personality can fall into the gap between the marketing materials and the lived reality.
As I meet with organizations I often hear that they just went through an excellent rebranding program. I’m frequently invited to tell them what I think of their materials. Honestly, what I think is irrelevant. The important question is does the visual identity personify the brand attributes (physical and personality traits) of its community?
Ideally, visual identities and websites support municipal programs and initiatives that reinforce common messages. A municipality’s identity and daily actions work together to provide business owners and residents with the confidence that their local government is creating a common vision and building a strong community.
Someday, I hope to enter a municipal boardroom and be asked these questions: “We just went through a rebranding process and have just launched our new visual identity. We also have implemented the following programs this year. Can I ask you how you currently perceive our community?”
Why would those questions be exciting? Because the goal of all community branding programs is to have every audience and individual who interacts with the community describe the area in the same way. That’s how perceptions are changed and strong community brands are built.
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.