Branding 101” A Brand Is The Identity Of

branding 101” * a brand is the identity of a specific product, service, business, commercial district, or neighborhood. it

"Branding 101”
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A brand is the identity of a specific product, service, business,
commercial district, or neighborhood. It can take many forms,
including a name, sign, symbol, color combination or slogan. Coca
Cola, for example, has a brand name: Coca Cola, but also Coke, a
slogan "coke is it" and a color combo (red and white). Diet Coke
is a separate brand of the Coca Cola company.
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A community trying to develop a brand is trying to figure out how
they are perceived now, how they want to be perceived and what
their promise is going to be to those people they're trying to
attract from outside.
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In a branding process, we'll attempt to figure out all the aspects
of E 7th, positive and negative, about how we perceive ourselves,
how other people perceive us, and how we want to be perceived, and
then we'll develop strategies that help us frame in the mind of
the "outsider" so that we are perceived the way we want to be
perceived.
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This process may include coming up with a slogan or tag line, a
logo, a color scheme, and some "brand vehicles," or ways we want
to get the brand out there. We'll also come up with a sort of
"mission statement" for the corridor.
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We need people who are willing to think critically about the
corridor, and think creatively, and who are willing to dedicate a
series of 2-hour meetings to develop these things. We also need
connections to graphic artists who can help come up with designs
and color schemes that are evocative of the corridor/neighborhood.
Developed by Kate Reilly, City of Saint Paul, 6/14/11
For more information or to volunteer on the effort, contact Luis
Pereira, 266-6591 / [email protected]
or Alex Bajwa, [email protected]