Last week, right as I was marching off into a string of conference gigs, my esteemed friend Ed Burghard of Strengthening Brand America launched this impressive E-book full of community marketing and branding advice from the brightest names in economic development marketing… and me, for some reason.
Given Ed’s undisputed marketing pedigree and the experience of many of the other folks Ed reached out to for this project, I was glad that I could add to the conversation. I don’t typically think of myself as a marketing or branding specialist – most of what I know about those topics has come from years working with some of the brightest minds in the consumer marketing and branding world.
But because I work so closely with emerging issues in communities, technology and communication, I had something to contribute, after all.
To give you a taste, here’s what I submitted. But I think the most important thing you can take away from this exploration is that, in parlance I learned from P&G marketing wizards, “your brand is your promise.” It’s not about a pretty picture, it’s about sharing and communicating what your community is about. And it has to be honest, now more than ever.
Others have talked a lot about authentic-ness, truthfulness, the promise nature of a brand, etc. That’s gospel truth, now more than ever. Branding/marketing of all types has become more about human-ness, real-ness, and relationship, and the demand for that from potential consumers intensifies every year. The more “brands” learn to do that, whether they’re selling shampoo or cars or downtowns, the more the audience that views and judges brands demands that real-ness.
The public’s ability to sniff out what’s fake or dishonest, or just too overly cleaned-up, is increasing at a speed that should leave us all reeling if we think about it. And the younger the message recipient, the more intense that ability seems to get.
Whatever slight wiggle room we used to have for spinning the story, for putting lipstick on the pig….it’s just about gone.
And that puts an enormous, and potentially impossible, burden on the usual approach of trying to capture the “essence” of a brand in a logo and a color scheme and a tag line. There has to be much, much more substance and meaning behind it — much more than we in this field have usually bothered to develop, and much more than I suspect most communities typically want to invest in. Until they realize that they have no choice
The other piece of community branding/marketing that is changing is the expectation among “consumers” (not sure that’s the right word in the community branding context) of not just a two-way conversation, but a relationship.
Look at what’s happening with popular music, the way bands and singers and the like not only share more, but interact more, with their audiences. Fans post stuff about their favorites, and more often than not the singer actually responds. Saul Kaplan had a great piece on Medium last month about Taylor Swift and how she has built this incredible fan base though public responses to individual questions/requests- it’s as close to a personal relationship with a few million people as you can get.
I think people who are in branding and brand management for both consumer goods and places probably don’t really understand how high that bar is rising.
The brand management — the ongoing, organic, situation-specific communication, in lots of little pieces over lots of time, is increasingly what seems to separate the successful brands from those that fall flat. We know and say that people respond to people (or at least personable-ness), and that’s both easier, and harder, than designing a logo or a “brand campaign.”
I still think one of the most potentially cutting-edge models of community branding that I have every seen is the Agenda 360 Story project in Cincinnati. Nick Vehr probably knows the inner workings of that better than I do, but I was so struck by the depth, the meaningfulness, the extendability of that initiative — which, as far as I can remember, didn’t involve a graphic design package at all.
Postscript: Ed chose to call out this line in big orange print:
“Whatever slight wiggle room we had for spinning the story, for putting lipstick on the pig….it’s just about gone..”