Smart Business Magazine, November 2019

20 Smart Business Cleveland November 2019 SMART WOMEN CATHY FROMET Make your pitch Branding is critical as a business owner and as a civic leader So why shouldnt public sector cities do the same After all theyre not just selling a commodity that enhances your life Theyre selling an opportunity to build a life Its important to realize that community branding isnt a new trend Communities have created their own brands whether they realize it or not for as long as theyve been in existence In recent years more communities have refreshed their brands with updated logos and messaging Some people question if theyve been bitten by the branding bug one that leaves them with a new logo and tagline before they move to the next shiny initiative But they have their sights set on something more important Theyre strengthening their value proposition In a time when people and investors are leaving their small communities for the big city its more important than ever to make a compelling pitch for why they should live invest or visit a place Many communities have wrapped branding efforts into long term master plans and economic development strategies Like their corporate counterparts theyre competing against other cities including those with big budgets and nationwide recognition for residents investors and visitors Branding allows communities to define and own their position who they are what they do and how theyre different in the marketplace so they can confidently seek new opportunities instead of passively reacting to them Most important it helps them answer the question Why should people and businesses call this place home The answer has nothing to do with a new logo or tagline Its about brand promise or what kind of experience people can expect And while firms like Guide Studio can craft a brand strategy and design a logo to help express their promise with authenticity we dont build it They do Fortunately the brand development process helps them determine how to keep their promise These hows may include programs initiatives communications legislation wayfinding events and more A civic brand has vast long term implications that go beyond a fresh logo Its a vehicle that helps to steer the local economy public policies safety business development and user experience Communities cant develop effective brands within silos Residents business owners institutional leaders and visitors have to be part of the brand building process They drive the experience forward and help communities keep that brand promise If they dont believe in it we cant expect others to buy in Brand stewardship drives growth faster than any financial incentives or tax breaks Discounts only go so far in the corporate world and the same goes for civic brands Sure you can throw a lot of money at people But they need to trust that the brand experience is sustainable and worthy of their long term commitment Theres no question that branding is king of the corporate world A thousand companies can offer the exact same products and services but those that survive and thrive have not only established a strong brand but have strengthened it over time to meet consumers evolving needs CATHY FROMET President Guide Studio Starting out as an environmental graphic designer at Guide Studio Cathy worked on all aspects of the business before assuming her role as president in which she oversees business development and relationship management She has been a designer strategic consultant community facilitator and wayfinding expert giving her a 360 degree perspective on the challenges and opportunities faced by places with people traffic 216 921 0750 cathy@ guidestudio com www guidestudio com