University City, Philadelphia, sums up its spirit in three words: "Left of Center." University City, Mo., proclaims itself "a community of diversity, culture and education!" Now University City, Charlotte - with help from University City Partners - has begun a search for our own unique brand.
What exactly is a brand? The American Marketing Association defines it as a name, term, sign, symbol or design, or a combination of them, intended to differentiate the goods and services of one group from another.
A good brand accurately reflects what is and what realistically could be in the future, said Evelyn Warren, Clear Blue's business development director. A good community brand also has broad buy-in from the people who live and work there.
"We have to be careful to make sure it's true and resonates with all parts of the community," she said. "We are not going to come and say, 'We're Telluride.'" (For the record, the Colorado ski resort uses the slogan, "Unmatched in North America.")
Clear Blue has provided branding services for other communities, including Ballantyne Village ("The Hot Red Center").
Robin Konieczny, the company's chief creative director, says Ballantyne is a good example of a community with a strong brand.
"People have an idea of it as a place to live," she said. "Certainly, the businesses based there see it as their business park, so it is well defined for all the different constituents."
Clear Blue's work here began in late May with extensive research into what people already believe and know about University City, Charlotte, Konieczny said. Clear Blue is gathering that information through research, brainstorming sessions and one-on-one interviews. Clear Blue will take the research and apply what Konieczny describes as a robust and proprietary process for developing the brand concept, then work with UCP to refine it.
The two groups plan to unveil University City's new brand in September.
Then will come implementation, where UCP and, hopefully, University City's many thousands of residents and workers, take the branding message and share it.
"We hope the message will resonate with workers and community members," Warren said, "and will become an important part of how the message lives on." |