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Home My Public Portal About2016-05-12_VOCTADA_MODC Branding Presentation_4.1 aBRAND DEVELOPMENT Municipality of the District of Chester ©VOCTADA 2016 ©VOCTADA 2016 Is Place Branding Important for Chester? ©VOCTADA 2016 Absolutely, if ……… •We are to separate ourselves from our competition ©VOCTADA 2016 Absolutely, if ……… •We are to separate ourselves from our competition •We are to grow our residential and commercial base ©VOCTADA 2016 Absolutely, if ……… •We are to separate ourselves from our competition •We are to grow our residential and commercial base •We are to encourage tourism ©VOCTADA 2016 •We are to separate ourselves from our competition •We are to grow our residential and commercial base •We are to encourage tourism •We are to thrive economically Absolutely, if ……… ©VOCTADA 2016 Determining an appropriate brand for a diverse community can be an extraordinarily difﬁcult task. It must be done with guidance, under the watchful eye of an expert. ©VOCTADA 2016 Determining an appropriate brand for a diverse community can be an extraordinarily difﬁcult task. It must be done with guidance, under the watchful eye of an expert. ©VOCTADA 2016 Anything worth doing, is worth doing right [Hunter S. Thompson] ©VOCTADA 2016 And now to the survey……. ©VOCTADA 2016 ©VOCTADA 2016 ©VOCTADA 2016 ©VOCTADA 2016 ©VOCTADA 2016 All Others Sun, Sea, Tree Sail, Treasure Setting Sun ©VOCTADA 2016 The Request for Decision has referenced Roger Brooks: “You NEVER use focus groups to build a brand.” ©VOCTADA 2016 But….. you do need their input before you build ©VOCTADA 2016 “You CANNOT do branding by public consent.” ©VOCTADA 2016 True But, there is difference between public consent and public input. How else would we know: •Who we are •What we represent •What sets us apart from everyone else ©VOCTADA 2016 From Roger Brooks International: The Art of Branding a Community Revisited Step One Brand Development Committee and outside facilitator No more than 13 people ©VOCTADA 2016 Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Roger Brooks International: The Art of Branding a Community Revisited Step One ©VOCTADA 2016 Brand Development Committee City elected ofﬁcial X City management √ Chamber of Commerce X Economic Development √ Tourism X Downtown Association X Local businesses (3)X Attractions X Industry (2)X Does our Brand Development Committee have the recommended representation? ©VOCTADA 2016 Also cited in the Request for Decision The Federation of Canadian Municipalities Community Branding and Marketing - “A tool for local economic development” ©VOCTADA 2016 “A key element in the success of a branding and marketing endeavour is to create a strong leadership team and engage the key internal (Government staff and elected ofﬁcials) and community stakeholders.” ©VOCTADA 2016 Do we have a strong leadership team that includes community stakeholders? ©VOCTADA 2016 Taglines ……. ©VOCTADA 2016 A drinking town with a sailing problem… ©VOCTADA 2016 Nova Scotia’s Treasure ©VOCTADA 2016 ©VOCTADA 2016 Three of Roger Brooks’ favourite descriptors …Generic… …Mediocre… …Group Mentality… ©VOCTADA 2016 We have seen the logos… We have seen the tagline… (Logo & Tagline delivery is step 8 of 13 in the Brooks’ outline) Have we done the work to be at this stage? ©VOCTADA 2016 Recommendation: Take a break and revisit with fresh eyes after the election ©VOCTADA 2016 From The Whirlygig Factory in Martin’s Point to the planning of a year-long celebration in New Ross; from the presentation of a meal at the Trellis Cafe to the painting of buoys for lobster pots; from Sawler Lake to Martin’s River; we are the epitome of a creative community … and our logo should reﬂect that . ©VOCTADA 2016 Thank you ©VOCTADA 2016