Aligning the Civic Brand Promise with the Brand Experience

 

Client / The Corporation of the City of Guelph
Industry Sector / Municipal Government
Services / Brand Narrative and Alignment

The Corporation of the City of Guelph

Establish the link between the “business” of the city and the community.

 
 
 
 

We were engaged to review the Corporation of the City of Guelph’s identity and, if deemed necessary, scope options to revitalize and position the City as a vital partner in marketing Guelph as a destination for economic and community prosperity. 

The project methodology involved an extensive review of key documents and secondary research materials. Brainstorming workshops and idea mapping sessions were held internally to gather information on how operational and strategic initiatives are differentiating the City from other municipalities. We also performed an audit of the positioning and reputation of various Ontario municipalities.

 
 

We delivered a final report that outlines high-level strategic directions, as well as recommended concrete steps and specific tactics to help the City of Guelph live its brand promise to ”Make a difference” in the lives of its residents and the community at large”. We have also been retained to provide ongoing support to guide implementation. 

Our analysis and report of recommendations includes a series of measures essential for the brand to emerge stronger and to provide the foundational elements and ground rules for the positioning and marketing of the Guelph brand in all media. 

In addition to updating and optimizing the City’s visual identity, simplifying its brand architecture for easier deployment and to affect a consistent brand voice, we provided Guelph with a corporate brand policy, new brand foundation, a brand manifesto and a series of thematically-linked initiatives to reinforce the brand identity and promise.

 
 
 
 

PROJECT SUMMARY

Purpose

  • To review the Corporation of the City of Guelph identity and if it is deemed necessary, scope options to revitalize and position the City as a vital partner in marketing Guelph as a destination for economic and community prosperity.

Project Goals

  • To map what makes the Corporation of the City of Guelph unique by scoping key corporate initiatives, relevant reports, messaging and reviewing our core services.

  • To gather information on how the Corporation of the City of Guelph is seen or perceived by its internal and external stakeholders.

  • To determine the gap if any between how the City is perceived by stakeholders and how the City sees itself and the community.

Process, Services and Deliverables

Brand audit and revitalization

  • Strategy to revitalize and position the City as a vital partner in marketing Guelph as a destination for economic and community prosperity

Deliverables

  • Report outlining high-level strategic directions

  • Recommended steps and specific tactics to deliver the brand promise to ”Make a difference” in the lives of its residents and the community at large.

  • Foundational elements for brand positioning and marketing

  • Update the visual signature

  • Simplification brand architecture policy

  • Brand manifesto

  • Thematically-linked initiatives to reinforce the brand identity and promise.

Activities /services/process

  • Review of key documents and secondary research materials.

  • Brainstorming workshops and idea mapping sessions to gather information on how operational and strategic initiatives are differentiating the City from other municipalities

  • Performed an audit of the positioning and reputation of various Ontario municipalities.

 
Jean-Pierre Veilleux