We are a corporate branding and logo specialist with a strong track record of refreshing branding and logos as nicely as generating new brands and logos. With this exaggeration I am just attempting to point out the quite evolutionary nature of brand identity in the case of city branding. I have my personal incredibly expansive definition of marketing: consumer understanding applied. We are not discussing visual branding , but branding that contains culture as I think it must. Your brand IS what you are, but a lot more importantly it is what you are in the MINDS of your brand shoppers. So, in answer to your question, you only have to do it” in the sense that not undertaking it will likely outcome in your brand becoming incoherent and diffuse, a state described by some as having no brand at all.
In our own Branding and Marketing Discovery course of action, we now do both things—we try to get at the truth of the brand from the perspective of these who know it nicely, and then we also try to have an understanding of the brand give in terms of the desires of these who do and may well potentially consume it. This second set of findings generally suggests modifications/improvements.
And second, we have to hold in mind that in city branding the ‘identity’ is an aggregate of experiences of folks living and going to the city, and a set of key attributes as expressed in urban symbolism, and this is not and must not be treated as a sacred cow. Thank you very much for the clarification about The variations among branding & marketing” which I was browsing on the world wide web. The brand is in the end what determines if you will grow to be a loyal consumer or not.
Your brand is a living, breathing issue that is simultaneously within your organization and spread across all these who ever have and will ever encounter you. We are beginning to brush up against these quite concerns as we work on branding and marketing projects involving keynote public institutions—like museums—in smaller cities. In fact, I have noticed some consumers speak about branding without having pondering inwardly as if it really is completely a promotion activity.
Branding is meant to point out weak points, gaps, cleavages, and tensions that demand not only narrowly defined branding made for external audiences but also profound changes in the self-perception, circumstances, and policies of the urban neighborhood in query. I agree with you that there is a danger in spending lots of money on what some men and women assume of as branding. For me this difference in strategy is a crucial distinction between branding and marketing.
Branding is the expression of the vital truth or worth of an organization, solution, or service. I maintain that understanding their distinctive roles and contributions to this method makes for better marketing (your definition). Branding tends to make loyal consumers, advocates, even evangelists, out of those who buy. As it does, it’s obtaining a lot more highly effective and far more strategic, and it really is also consuming up ground when occupied for me by branding.