The vast majority of “place branding” campaigns focus on marketing a community under one single banner.  Political leaders and the private sector quickly embrace the concept of an overarching brand and in theory it makes a lot of sense.   

It doesn’t work for a simple reason: the needs of your different target audiences – potential visitors, corporate executives with site location responsibilities, individuals considering moving to your community – are completely different.  In my experience, attempts to develop a single brand and market it under one banner yields mush.  And mush doesn’t motivate anyone.   

So what can a community do? Your message can and should change to meet the needs of your target audience.  But you should adopt a graphic identify that is consistent.  The economic development themeline and logo should come from the same design playbook as the tourism graphics.  Heck, even the logo on a community’s police cars should share the same look. 

Have you been involved in the development of a single, overarching brand for your community? I’d love to hear your thoughts – positive or negative – on the above.  By all means, post a comment and join the cyber debate.