If you want to create a brand for your community, but you don’t know where to begin, you’re in the right place! At Haven Creative, our primary expertise is in developing community brand platforms as brand marketing agency.
Let’s start by defining what a brand is and is not. A brand is more than a logo or a tagline. It’s often said that a brand is what other people say about you when you’re not in the room. Whether you realize it or not, your community already has a “brand.” Brands are based on the perceptions that reside in the hearts and minds of your community members, businesses and visitors. Through community engagement, strategic messaging and compelling visuals, these perceptions can be positively influenced. This work is often referred to as a “brand platform” – a living document that establishes a foundation for the organization’s identity, messaging and visual presentation.
Rally the Troops
But before you even consider kicking off a brand platform project, you’ll need to rally the troops. That means, gather up all of the internal key stakeholders that will have a say in the branding approval process and ensure that everyone is on the same page with creating a cohesive look for the community.
If you found this blog, you likely already understand the importance of creating a community brand. But if your peers aren’t quite convinced that branding is right for your community, check out this blog about why community branding is important.
During the initial stakeholder meeting, you’ll need to define the goals for the rebrand project as well as potential outcomes that you would make the project a success.
If you aren’t sure how to measure branding – check out our blog about how to measure a community’s brand awareness.
Create Request for Proposal
Once you have the goals and potential outcomes defined, draft a request for proposals (RFP). Although they are often seen as a necessary evil for marketing agencies, RFPs are a great way to help ensure your company procures the most competitively priced services you need to complete your project.
Communicate and listen
The key to successfully launching a community brand is to communicate early and often throughout the brand process. Make sure that whoever you choose to lead the brand project conducts community engagement sessions, surveys and be sure to listen to what these groups are telling you about the community brand. Branding can only be successful if the messaging aligns with the community offering. And the core of the messaging has to come from the people. It has to be authentic and relevant to them.
Still have questions about how to successfully create a community brand? Phone a Maven! We’re here to share our knowledge with our peers and partners to create better communities around the globe. Contact us today!