Branding the Region
From July 2006
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Once they establish a clearer brand, it will need to be affixed in the hearts and minds of the populace. “To brand, you need repetition of the mission and the facts to support it,” explains Crocker. “You need to do it internally and externally, with speakers’ bureaus, articles and advertising. You need to have everyone on board and reiterating it. You have to live a brand.”
According to Karen Post, a Tampa, Fla.-based regional-branding expert who markets herself as “The Branding Diva,” you need to “affix a vivid brain tattoo on the minds of your markets” and define a clear and distinct purpose, be consistent with your message and be able to deliver on your promise.
“Ten years ago I was holding my head in my hands, asking: Am I in the right place? I’m a brand-identity designer and no one seems to care,” sighs James Goodchap, creative director and CEO of Goodchap Design Communications in Sacramento’s Old Town. “The region was being represented so poorly.” Goodchap is responsible for many branding campaigns in the region, including design work for the Metro Chamber. He is also participating in Valley Vision’s Project for Prosperity. Goodchap sees as the goal to “develop an overall voice for the Sacramento region. There’s a lot of ground being covered. But if we all have a collective vision and if we share information with competitors, that vision will collectively bring us along together,” he notes.
“The Sacramento region is a different place than it was 10 years ago,” says Valley Vision CEO Susan Frazier. “People are starting to discover it. Others are discovering the charm it has in its own right, as a place to live and as a great place to relocate businesses. And as the region changes, we are asking ourselves, what have we become so far, and what are we emerging to be?”
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According to Karen Post, a Tampa, Fla.-based regional-branding expert who markets herself as “The Branding Diva,” you need to “affix a vivid brain tattoo on the minds of your markets” and define a clear and distinct purpose, be consistent with your message and be able to deliver on your promise.
“Ten years ago I was holding my head in my hands, asking: Am I in the right place? I’m a brand-identity designer and no one seems to care,” sighs James Goodchap, creative director and CEO of Goodchap Design Communications in Sacramento’s Old Town. “The region was being represented so poorly.” Goodchap is responsible for many branding campaigns in the region, including design work for the Metro Chamber. He is also participating in Valley Vision’s Project for Prosperity. Goodchap sees as the goal to “develop an overall voice for the Sacramento region. There’s a lot of ground being covered. But if we all have a collective vision and if we share information with competitors, that vision will collectively bring us along together,” he notes.
“The Sacramento region is a different place than it was 10 years ago,” says Valley Vision CEO Susan Frazier. “People are starting to discover it. Others are discovering the charm it has in its own right, as a place to live and as a great place to relocate businesses. And as the region changes, we are asking ourselves, what have we become so far, and what are we emerging to be?”
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