Cleveland Heights Branding Initiative

CLEVELANd HEIGHTS, OHIO

Why branding our community is important.

 
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Cleveland heights branding initiative

Our city needs a voice

While many people may not think of our community as a “brand”, there are few things more important than defining the qualities that make our city an attractive destination for all.

“People crave comfort, people crave connection, people crave community.”
- Marianne Williamson

Developing a genuine and authentic brand will provide us a foundation from which to market our city with a consistent voice as we compete to attract new residents, businesses and visitors, each of whom provide the economic impact necessary for us to continue to grow and prosper. A strong brand also acts as a rallying point and builds community pride, building ambassadors and advocates who are so important in helping us tell our story and positively enhancing our reputation.

It truly takes a village to brand a city. Unlike a traditional consumer goods company, a community brand is shared by all of us, so it’s vital that we engage our entire community in this initiative. The more active our community is in helping us through this process, the more likelihood there is of developing something that is truly ours, and something we can all be proud of.

 
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Cleveland heights branding initiative

Our branding process

A brand is more than a logo, slogan or marketing campaign. While these elements are important expressions of the brand, the brand itself is the DNA of our community. It’s our spirit. It’s our soul. Logos and campaigns will come and go over time, but a genuine and authentic brand will remain. As a result, a branding process involves a lot of work before the creative process even begins.

Our discovery process will rely heavily on the input from our entire community including one-on-one interviews with community leaders and influencers, focus groups with different audience sectors, an online survey for all residents, and other means of gathering input.

The results of this discovery will reveal the most prominent brand tenets that will act as the foundation of our brand story. We will bring this story to life through the creative process of developing messaging, a new logo and tagline. But that is just the beginning! We will bring the brand to life through a marketing and communications plan which will include enabling all of us to use the new brand to lift our entire community up and tell our story to the world.

 
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Cleveland heights branding initiative

Frequently asked questions


What is a community brand?

First, it’s important to understand what a brand is not – a brand is not solely a logo, slogan or marketing campaign. Rather, a community brand represents the characteristics and personality of a community. It’s about more than buildings, places and things. It’s made up by the spirit of the people who help give the community an authentic and genuine voice. It’s the community’s DNA.

A community brand crafts an image and shapes perceptions of internal and external audiences. It frames how people talk about a place, shapes a community’s reputation and gives a community its sense of place. It also becomes a rallying cry for residents and lifts community pride


How long will it take?

This project is expected to take between 6-8 months to complete.


Who is leading this project?

The city is leading this project with the direction of a Steering Committee comprised of members from various city departments, and representatives from community organizations, residents and businesses.

An experienced marketing and branding firm, Align2Market - who has worked with a variety of other cities, will be guiding the us through the branding initiative.


Considering our city’s many needs,

why is this project a priority?

Developing our brand is one of the best investments our city can make and one we expect a positive return from. A strong community brand positively impacts a city’s economic health and prosperity. It increases destination attractiveness leading to enhanced quality of life. It makes a community more attractive to new residents and helps a community attract business development and visitors. This activity provides incremental tax revenue that gets reinvested in city infrastructure and place-making.


How can I get involved?

Please register to become a Cleveland Heights brand ambassador using the form below. Also, check back for updates and for a link to the community survey.
 

 
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Get Involved

We invite you to participate in this process. Please sign up to become a Cleveland Heights ambassador and to be kept updated on this project as we make progress. 

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People crave comfort,
people crave connection, people crave community.
— Marianne Williamson
 
 
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