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Effective branding requires a well thought out strategy behind it. That’s what makes it work. You are making an investment in the future of your community, your county or your region. Choose your strategy … and your branding partners … carefully.
Think about what it takes to create a successful, lasting brand:
- Base your brand in reality. This is what makes it Viable;
- Place brands are no exception. Put your brand OUT there, so it can be found;
- Successful place brands make a unique, competitive promise — and then they deliver on that promise. Always;
- Branding requires the discipline to stay consistently on message. Strong brands are clean and consistent, and they communicate clearly and consistently, always;
- Base your brand strategy on benefits, not attributes. Branding is the promise of doing business with you … or visiting your community … or bringing a business there. Always focus on the benefit to the prospect. This is all about them, not you;
- Branding is not for amateurs. Invest in professional direction;
- Manage the brand you create. If you don’t, the marketplace will.
We are economic development and community branding experts. This is what we do. Ask us about it. … Lori Martinek, Branding Expert & Author
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