Community Branding What brand are you building?

Baltimore's rat problem is bad enough that at one point, rats tunneled so intensely beneath a particular area of pavement that when garbage collectors drove over it, their truck sunk up to its axles. Rats in the vicinity took full advantage of the mishap and swarmed the truck, gorging on the garbage inside.
The city of Curitiba in Brazil was a great pioneer in the development of bus rapid transit systems. Their population in the metropolitan area is about 3 million people, and every day about 1 million people ride the bus rapid transit system to get to work.

“Your brand is what they say about you when you’re not around.”

"Brand" is not "Logo"

"Brand" is not "mission statement"

Brand is reputation.

the beliefs or opinions that are generally held about someone or something.

“If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price. We mean every word of it. Whatever. Whenever. Always.”
Featured on the cover of our 1984 holiday catalog, the taxi was purchased for $19,000 by a Kansas native as a gift for her husband (an avid car collector). In 2005, her husband contacted Lands’ End and expressed interest in returning the car for a full refund. Of course, we obliged – because whether your purchase includes a tote or a taxi, your satisfaction is Guaranteed. Period.®

Brand is connotation.

an idea or feeling that a word invokes in addition to its literal or primary meaning.

Communities have a brand that impacts the residents and businesses it attracts and retains.

Las Vegas
Silicon Valley

“Your brand is what they say about you when you’re not around.”

“Branding is what you do about it.”

Implementation step 1: Understand your own reputation.

Adapted from North Star Destination Strategies, 2011

Implementation Strategy 2: Understand what you can do to change/influence your reputation.

Whether deliberate or not, a town reinforces it's brand with the words they say, policies they adopt, and investments they make.

What does your broadband infrastructure say about you?

"A great place to live, work, and play" can be true IF words, policies, and investments are aligned with vision.

What do you say about you when your not around?

Example: Rural Character

Community Engagement + Strategic Planning
General Plan + Code

“Your brand is what they say about you when you’re not around.”

“Branding is what you do about it.”

Created By
Michael Rural Community Consultants


Created with images by BruceEmmerling - "baltimore harbor city" • jans canon - "rat" • martinskariny - "museum curitiba eye" • C2GlobalSales - "las vegas sign las vegas sign" • stinne24 - "walt disney world disney world disney" • Point d'Appui National ANT - "câble 720 fibres 4" • magicatwork - "Social Media" • Archbob - "bronte creek state park canada ontario" • notfrancois - ""cul de sac" means "dead end""

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