Infosphere starter pack on City Branding services. Contact opcenter@infosphere.se for more information.

1. City Branding

2. What is a brand?
It’s about Emotion
It’s about Experience
It’s b
I ’ about Aesthetics
A hi
It’s about History
It’s b t T
It’ about Trustt
It’s about Aspiration
It’s b t T
It’ about Targeting
ti
It’s about Consistency
It’s the FUTURE

3. Top 10 ways to derail your brand
1. Make your brand just about a logo and tagline
2. Proceed without research
3.
3 Ignore your culture and heritage focusing solely on your aspiration
4. Engage the press for the first time during the unveiling
5.
5 Have a huge unveiling and ask for feedback before you implement
6. Apply strict controls for usage by private sector and other public
agencies
7. Make your brand strategy available to the public before implementation
8.
8 Have your community vote among several logo choices
9. Appoint a large stakeholder group to approve creative development
10. Make
10 M k a contest of creating your community’s slogan
ttf ti it ’ l

4. Perception
How is your city p
y y perceived?
Who quot;ownsquot; the image?
What is the unique value
proposition?
Is your city ”lovable”? Why?
Who does not think so?

5. Are you future proof?
Have you got a strategy for
moving the city forward?
Is it organized and
coordinated?
Across all departments?

6. Hidden assets
What are the hidden
assets?
How can they create an
uplift?
How much leverage do
you get?

7. Insights
Community Brand Print
Brand Essence (reason for being)
Brand Values (guiding principles)
Brand Truths (h l d li
B d T th (help deliver the promise)
th i)
Brand Promise (what can you provide that other’s cannot)
Brand Benefits (consumer appeal)
Brand Personality (tonality)
Brand Platform Statement

8. Barriers
What obstacles are
standing in our way?
g y
How are we going to
bypass them?

9. Payout
What do we gain if we
become the vision?
How much does inaction
cost?
How much risk can you
stand?
How much is your future
worth?

10. Stakeholders
Who ill
Wh will support our
t
efforts?
Who gains?
Who loses?

11. Resources
What resources do we need
to create a better future?
How do we create them?

12. Tic Toc
How big is our window of
opportunity?
What are our milestones
and what activities
activities
are linked to them?
How long should we
wait?

13. Imagination
Community Brand Print
Brand Concepts: different creative concepts for
communicating your brand
Brand Identity Guide: distinct options for bringing the
approved brand concept to life
Brand Assimilation and Culturalization

14. Our principles
• Innovative & informal
• Collaborative & inclusive
• Holistic & comprehensive
• Value focused & results
driven
• We elicit ideas, never impose views
• Customized solutions not formulaic responses

15. Key success indicators
•N
New j b
jobs
• Higher average wages
• New startups
• New taxpayers
• New advertising
• New visitors
• New culture and image
•I t
International connections
ti l ti
• More knowledge

16. The outcomes and deliverables
1.
1 Analysis
Ali
2. Ideas
3.
3 Road
R d map
4. Master plan
5.
5 Benchmark
B h k
6. Process design
7.
7 Implementation
Il t ti
8. Process management
9.
9 Monitoring
M it i
10. Communication of
results