Frequently Asked Questions about
the Durham Brand
- What is the purpose of an overarching brand?
- What was the process that evolved Durham's overarching brand?
- What is a brand?
- Why have a Durham brand?
- What benefits or outcomes are expected using the overarching Durham brand?
- What are the critical success factors for an overarching brand?
- How can Durham avoid dissonance, noise, and dilution of the brand?
- How will Durham measure performance of the brand?
What is the purpose of an overarching brand?
The overarching brand captures the character and personality of the community in a way that is both integrated and consistent with how residents perceive the community and that is attractive, persuasive, and deliverable to external audiences. It provides a unifying framework through which all messengers can present Durham in a consistent and compelling voice as a place to live, visit, relocate and grow businesses, pursue education and seek health care.
What was the process that evolved Durham's overarching brand?
The overarching Durham brand strategy was articulated after months of research, analysis and extensive consultation with residents, business and community leaders and external customers, through interviews, workshops, public meetings and generalizable public opinion surveys (locally, regionally, statewide and nationwide).
What is a brand?
Branding is not a verb but the result of integrated and consistent marketing and communication. It is not merely a logo or tagline, although they are sensory elements of a brand. It is not a big ad campaign or promotion, although for a brand to be effective, it must be woven into all marketing and communication tools, including advertising.
For more information, see page 1 of the brand manual.
Why have a Durham brand?
Communities of all sizes find themselves competing for prospective customers against an oversupply of options. In this overcrowded and competitive environment, brands have emerged as a community's most valuable asset in setting itself apart from competitors and within the world, nation, region, state and intra-region of the state. A strong Durham brand will subsequently increase the likelihood of Durham attracting more visitors, more newcomers, more relocating businesses, more students etc., despite the massive amount of competition it faces in doing so. This ultimately brings economic value to the community, the key purpose for having a brand. For more information, see page 2 of the brand manual.
What benefits or outcomes are expected using the overarching Durham brand?
- A compelling identity and persona.
- Greater synergy among the marketing messages of all Durham messengers.
- Greater awareness, respect and relevance.
- A decision-making framework for customers and clearer differentiation from other communities.
- A stronger connection with residents, customers and non-residents who work here.
- A unifying umbrella for all Durham-based brands.
- Economic value for Durham as the brand creates loyalty and purchasing preferences.
What are the critical success factors for an overarching brand?
If a community doesn't establish its own brand, one will be established by competitors and the news media. The communities that are most successful in developing and managing their brands are those that understand and adhere to a set of key principles that are critical to success. More information is available on page 3 of the brand manual. These critical success factors include:
- Build the brand from the inside out.
- Create a symphony.
- Lots of little victories, again and again.
- Influence the influencers.
- It takes time.
- Deliver on the Promise.
- Make emotional connections.
- The budget must match the objectives.
How can Durham avoid dissonance, noise, and dilution of the brand?
Part of establishing a distinct persona and brand for a community depends on vigilance to defend the brand from dissonance, noise and dilution. A good reference tool is 25 Common Misperceptions About Durham and the Realities Behind Them. Below are 10 areas that frequently threaten, undermine or erase the Durham brand. For more information, see page 6 of the brand manual.
- Airline route maps, websites, confirmation notices and arrival/departure information.
- GDS systems.
- Mail delivery designations by the United States Postal Service.
- News releases and news media datelines.
- References to the polycentric Triangle region with the singular, centric terms "community" or "city."
- Promotional materials and publications.
- Hyphenated terminology.
- Apples-and-oranges comparisons and benchmarks.
- Directories like yellow pages.
- Negative word of mouth (water-cooler talk or gossip).
How will Durham measure performance of the brand?
Evaluation of progress in building the Durham brand should involve the same research techniques that helped shape it. The ultimate outcome from a Durham brand is economic value, but it starts with marketing activity as an input to create brand image then brand equity. For more information, see page 19 of the brand manual. A brand scorecard could include:
- Brand Adoption.
- Issues and Opinions.
- Brand Awareness.
- Media Coverage.
- Brand Credits and Debits.
- Performance.
- Brand Equity.
- Satisfaction.
- Brand Image.
- Economic Value.
"BIG PEOPLE" Photography Exhibit
Hernan Navarrete has used his cameras to explore the impact of size with informal and journalistic portraits. These images are roughly life-size. FREE admission.
