The need for Manistee County to have a unifying brand identity to market and differentiate the County was identified as a priority in the county’s first visioning initiative, Envision Manistee County, that was completed in 2006. The survey and research initiatives to support the Brand Manistee County project will be useful in understanding how perceptions, issues and priorities have changed since that time, when over 700 people participated in Envision Manistee County.
In addition, in a later phase of the Brand Manistee County project, a separate survey will be available on-line at the Project Updates(hotlink) section of this site that will be identical to a community survey administered in 2005 as part of the visioning effort, The results of this survey will support an updating of Manistee County’s visions and strategies for the future.
North Star Destination Strategies combines research, strategy and creative work to develop a unique community brand. They will help us discover Manistee County's optimum brand positioning. We also plan to use their capabilities to help us implement strategic community initiatives once the brand is developed.
North Star's Community BrandPrint™ Process
1. Understanding: Where the brand has been and why
This phase addresses the current brand positioning of the community. Vital organizations and leaders are invited to share their perceptions to help coordinate activities to market the community as a whole. The evaluation compiles information about the environment, community attitudes, current communications, and perceptions of target audiences and their influencers.
2. Insights: Where the brand should be
The goals for the community may involve many elements: new businesses and jobs, gross receipts, population, education registrations, public and private investments, overnight guests, and bed-tax collections. Branding influences these goals by affecting expectations and attitudes, and ultimately behavior and usage. The most successful brands establish an emotional – not just intellectual – connection. Insights come from asking several thought-provoking questions.
What emotional attachments can the brand hold? How does the brand fit into his or her lifestyle? It is from these insights that North Star determines the overall positioning of the brand.
3. Imagination: What will get us there
North Star considers all methods of communication that influence responses and behavior toward the brand. Brand-shaping issues are often confronted: overall positioning, synergy within the community, packaging, budget allocation, stakeholder participation, sponsorship association, co-operative efforts, and advertising and promotion. Business-building ideas are generated. Positioning lines and logos are created and tested. Foundation creative is developed.
4. Evaluation: How the brand is performing
Evaluation provides new information that may lead to a new planning cycle. Information gathered from concept pre-testing, campaign impact in the marketplace, and tracking studies will help measure the brand’s performance over time. Ideally, two basic questions must be answered:
• Have responses to the brand among target audiences changed in the way the Community BrandPrint™ intended?
• Have these changes resulted in action that will achieve the desired objectives of the brand? Turnkey or do-it-yourself programs are recommended depending on the needs of the community.