Our brand will create an image at the mention of Manistee County’s name.
The brand and image for Manistee County must appeal to visitors, businesses, industry, investments, families, the arts, a better education system—everything that can help Manistee County and all of its communities and organizations achieve their full potential.
A brand for Manistee County is not a campaign theme, tag line, or slogan.
It's an expression of a compelling, unique experience that all of Manistee County offers. It will exist as a message or promise that is seen and heard through multiple channels of communication. It is the destination brand for Manistee County.
“Mariah Power is delighted that Manistee County is taking the progressive step to brand itself. Our Company was attracted to Manistee for several reasons. Through the branding process, we will talk about those and other reasons why Manistee County is an attractive place to do business and develop a brand that will be unique and effective. A brand is an important and fundamental tool for the success of a business or a community,”
Amy Berry
Corporate Communications Manager
Mariah Power
Member, Brand Manistee County Leadership Team
Seven qualities of a successful destination brand:
1. Total buy-in. Community leaders and stakeholders from throughout Manistee County must believe enthusiastically in the brand or we will fall short of our goals. Our challenge will be to draw on all of the wonderful, different and special qualities and experiences from throughout Manistee County and develop a brand that works for all.
2. It’s not about advertising. A distinctive, one-of-a-kind destination brand wins the hearts and minds of people. Brands are more than names, symbols or slogans. Our destination brand will be about the Manistee County experience.
3. A set of principles. We will establish a set of brand values and principles to guide use of the Manistee County brand.
4. Stand out to stand apart. Manistee County’s destination brand will be based on set of attributes and factors that distinguish the County from its competitors.
5. Brand evangelists are critical. To ensure total commitment and support, everyone throughout Manistee County – from top leaders to those in community service to students – must become evangelists for the brand. No one person or organization can champion the cause. It will take a team to ensure that all messages about Manistee County are aligned with the promise made through the brand.
6. Consistency, consistency, consistency. We must stay true to the course by policing the actions and messages as each organization, business or person conveys the brand.
7. Live the promise. A destination brand is a pact with visitors and business. A successful brand keeps its commitment and delivers on its promise.
Branding is not a one-size-fits-all process. It needs to work for all four corners of the County.
A strong brand will be a revenue-producing asset that will help our County compete and win.
Brand Manistee County will result in:
1. A platform that connects our past, present and future to build a worthwhile and compelling story about Manistee County.
2. A shared sense of identity and vision for the future of the County among residents, businesses, governments and community groups.
3. A consistent and compelling theme and a focused message to create additional interest in Manistee County as a destination for businesses, industry, visitors, events and more.
4. A community web infrastructure and brand tools for everyone to use with a consistent look, feel and message while still preserving individual identities and missions of groups, organizations, governments, businesses and others.