Insights to Successful Brand Implementation

Implementation. It’s often the scary word of branding projects. It’s the moment where months of research, development and planning set out to make a difference in something – all while having everyone judge on its success. We wanted to uncover some helpful lessons on successful branding implementation. To gain some real-world insights we recently reached […]

Implementation. It’s often the scary word of branding projects. It’s the moment where months of research, development and planning set out to make a difference in something – all while having everyone judge on its success. We wanted to uncover some helpful lessons on successful branding implementation. To gain some real-world insights we recently reached out to James Meacham, CEO of Rowan County Tourism, in Salisbury, North Carolina. James led a community-wide branding effort for Rowan County in 2015. He has launched the brand, guided it, adjusted and seen it work its ways into many parts of the community.

Here are some great insights and tidbits James shared with us on this topic:

Q1: How do you know if your branding has been a success (and how you define implementation)?

James:

Like your branding, your implementation has to distinguish you as well. We asked ourselves some important questions. How can we create the easiest on-ramp possible? How do we take politics (such as funding) off the table? How do we allow others to be involved so it’s easiest for them? You have to have your on-ramp open like a freeway so they can operate in a way that works best for them?

So our measures of success were defined as:

Is it broadly accepted by partners?
Is it visible?
Is it being utilized?

Q2: How do you get local community partners to the table and interested in the community branding effort?

James:

We funded the entire project but we want everyone at the table. So we asked early-on for everyone to be at the table. The more engagement, the more interaction, the more research you can do, the better. We did follow up presentations and got everyone engaged (before implementation).

Also, no one wants to be left out. When you see other community partners getting involved and at the table, it makes others want to be involved too.

Whomever the champion is locally, it must be someone that understands the community branding effort is not about one organization. You will be successful if everyone adopts it. When others see this attitude, it creates interest and engagement. Put your ego aside.

Q3: What advice would you give others that have gone through the branding process and about to start implementation?

James:

Have your early adopters already on board and behind it. They’ve already bought into the tagline, logo and others elements.

Hit play. And don’t be afraid to hold the play button down. Momentum is more important than perfection. Momentum over perfection. Get it out into the community and get it out fast. Whoever is ready, let them go (for now). If you go fast the people who may not have liked something early on, will not want to be left behind, so their original issues are not as relevant.

During your release (launch) have all your early adopters come out at once versus only one organization.

There is no wonder Rowan County has seen over 60 different organizations and entities embrace their community branding. Thank you James Meacham for your great insight. James can be found at meacham@visitsalisburync.com. His organization’s website is https://www.visitsalisburync.com.

If you have any further thoughts on the branding of places reach out and let us know at steve@chandlerthinks.com or check out www.chandlerthinks.com.

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