Hi !

The DNA of a Place
There are many misconceptions about "branding", one being that a brand is no more than a tagline, an identity or logo. CEOs for Cities, an organization made up of mayors, corporate CEOs, university presidents, foundation officials and business and civic leaders from the nation's leading cities, published an article this spring that works to correct this misperception in cities and communities across the U.S.

Branding Your City argues that cities need to have a strong brand in order to compete in today's global economy. "Places are just like companies: those with a strong brand find it much easier to sell their products and services and attract people and investment." I agree completely with them and take their theory further, this argument applies to every community and region, no matter the size. In Boomtown USA, Key #7 is Build Your Brand. I wrote, "What branding does for companies, products and people, it also does for towns. It sets them apart by giving the region, state or even the nation notice of what it's about and what it offers. A brand is a town's calling card - it can put a town on a map and keep it there for all the world to see."

Branding goes on to say, "It (branding) is a strategic process for developing a long-term vision for a place that is relevant and compelling to key audiences. Ultimately, it influences and shapes positive perceptions of place…A branding project is anchored in a community's societal, political or economic objectives by focusing on its relevant differences, identifying the core promise that it makes to key audiences, and developing and consistently communicating the core, positive attributes of the place."

Paul O'Connor, Executive Director of World Business Chicago is stated, "A brand is the DNA of a place, what it is made of, what it passes from generation to generation. It is authentic and indicates what makes a place different from others." I couldn't have said it better myself.

What's your community's DNA? What are you passing from generation to generation? How are you getting the word out that your community is different - that it is special?

The Blog Log
Visit my weblog to see where I've been and what I learned along the way. This week I blogged on marvelous Marshall, MN, turning a town into a garden and being an "economic honeybee" as well as several other topics. www.boomtowninstitute.com

On the Road Again
In addition to my travel blog I'll list my upcoming engagements in each issue of The Agurban. Come see me when I'm in your neighborhood!