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December 8, 2016

The 7 Secrets of Growing A Globally Competitive Brand | Part Two

THE 7 SECRETS | Three & Four

3. Your Brand Makes Your Community Powerful, Not The Other Way Around. Companies do not succeed based on the quality of your community’s elected officials or economic development team. They succeed because your community promises and delivers a benefit that provides their business a competitive advantage. Your community is powerful when the businesses in your community are successful, not the other way around. You need to constantly assess the barriers to their success and focus on minimizing/eliminating them. And when making decisions regarding asset creation, infrastructure investment or public policy reform, you need to make a point of understanding the impact on the ability of the companies in your community to compete globally.

4. The Three M’s of Taglines: Meaningful, Motivating and Memorable.
Great taglines reinforce your community’s promise. They are the succinct and compelling articulation of your promise. The best taglines encourage action. They help cause the reader to want to learn more about your community. And, they are not easily forgotten. If business executives can’t remember your community tagline, how can it possibly motivate them to learn more about why your community is a great choice for capital investment? One example of a poor tagline is “Open For Business”. It means nothing. Is there a community that is ever closed for business? A good example is “What Happens in Vegas, Stays in Vegas”. It paints a clear picture of the personal benefit for visiting Las Vegas. Another is Ohio’s “State of Perfect Balance” which reinforces the state’s promise that you can achieve both personal and professional aspirations without sacrificing one for the other.

What is your community’s tagline? Does it reinforce your community’s benefit promise? Is it at all meaningful?