A Brand is a Promise

by Robyne Beaubien, NMMS Program Associate

Branding is a challenging topic for many of our communities. We spend a lot of time trying to get to the core of what defines our district and exploring ways to reach different target markets. Often we lump image and brand together and don’t really think about the difference between the two.  This is how I define them:

  • Image – A Perception. The general idea that someone has about a product, brand, company or place.
  • Brand – A Promise. The unique image, signs, symbols, design, words or combination of these that are used to convey the promised experience of a product, brand, company or place.

For most of us, the bottom line is that we want to improve our MainStreet’s image with a branding strategy.  We want to use a unique brand to draw new residents, businesses and tourists to our MainStreet district. These are great goals. But what happens when the residents, business owners and tourists arrive? Are we delivering on our promise?

Our rural and urban MainStreet’s face different challenges. Urban communities look for ways to create a brand that separates them from other urban areas. Rural communities look for ways to create a brand that helps to identify their community.

The common factor in all MainStreet communities is the challenge to find our own voice that defines what makes us unique. It may be an event, a place, a building, a product or even a person. The key is to know how our MainStreet is perceived and then find an authentic way to tell people about what they will experience when they visit our MainStreet district.

It takes time to create a great brand. We typically want to get in there and get it done… now. If your district is considering a new brand, here are four recommendations:

  1. Don’t rush. If you need to, use a simple text logo for a while as you strategize on a brand.
  2. Sometimes it helps to take a step back and look with “outsider’s eyes.” Ask visitors about their perception of your MainStreet. Keep a file with these findings to use when you are ready to begin a branding strategy.
  3. Don’t ignore the obvious. If your MainStreet is already known for _____, whatever it is, that is probably the starting place for your brand.
  4. Be authentic. Remember a brand is a promise. Be ready to deliver on what your brand promises.

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