Branding Small Communities – Survey Results

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Small Community Branding Challenges – Survey Results

LinkedIn is such a cool connectivity tool. If you haven’t explored the service, do so and you won’t be disappointed. Lately, I’ve been leveraging the Groups feature to deepen my learning on areas of interest. One of the areas is rural community branding. I asked the question “What are the top 3 branding challenges for small communities?”. The feedback was extremely enlightening.



The Six BIG Challenges

The answers fell into six core buckets –

  1. Why should we brand?
  2. What do we say?
  3. How do we say it?
  4. Who do we tell our story to?
  5. How do we pay for it?
  6. How do we measure success?

All are excellent questions and worth spending time getting answers to before starting a rural community branding exercise.

One thing I have learned over the years of my career is that branding always requires time and money. If you don’t have much time you are going to need a lot of money. If you have a limited budget, you are going to have to have patience because it is going to take time to get your story heard.

Small communities need to be exceptionally disciplined when considering branding. The margin for error is small because the budgets available to support the exercise are limited. Mistakes in judgment will cost money and often small communities find they invest too much money in the exercise of defining their community image and desired identity, leaving little money to invest in actually telling their story.

But, done well with an eye toward fully leveraging supportive Regional and state branding initiatives as a platform for affordable promotion, branding can be an extremely effective approach to accelerating job growth and economic vitality.

Click HERE to read about a 4-step process you can follow to create an effective bran d for your community.

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