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Branding is something private companies have long used to give buyers a sense of security in a product. In government, branding has been used by a few large cities and states, primarily as a tourism-based economic development tool. That's the case with Kentucky's "Unbridled Spirit," "I Love NY," and Las Vegas' recent "What happens here, stays here" campaigns.
Typically, such logos are used by government and business as a way to quickly get an identifying message across. Blue Ash began its campaign in the Fall of 2005.
challenge
Unlike many of its competing neighbors, Blue Ash isn't primarily a residential community. It's home to almost 2,000 small and large businesses. Although Blue Ash has about 12,000 residents, city officials estimate its population balloons to about 70,000 each day as workers pour into the town.
Blue Ash has its signature Taste of Blue Ash festival, boasts a modern recreation center and has one of the highest-rated municipal golf courses in the country. There are also plans for a performing arts center and a 40-acre lifestyle center with medical facilities, condos, restaurants, supermarkets and a movie theater, but the city has been lacking a consistent message and identity.
metaphor's solution
The City of Blue Ash and metaphor worked to develop the new brand strategy for the community. The work has involved consulting services including Brand Positioning, Brand Statement , Brand Research, Brand Mantra, Naming, Tagline Development, Brand Identity Design and System Development, Online Brand Renewal, Collateral Redesign, and Creative Advertising Campaigns.
The Civic Brand Renewal includes updating existing materials, development of new materials, and focusing on the Web site (BlueAshAdvance.com) as the central tool for marketing and communications. The campaign began with a public presentation before Blue Ash City Council announcing the rebranding debut, followed up with the new brandmark, tagline, Web site, newsletter and ad campaigns.
The new City of Blue Ash brand is also on the newsletter, letterhead and other official products. It will be used in event advertising, on city vehicles and on fliers and banners. metaphor developed online surveys for brand selection that involved working with the business community and they are readily adopting and incorporating the brand into their own recruitment materials.
The result was the “best in category” award by the International Economic Development Council for the 2007 IEDC Excellence in Economic Development Awards.
“Metaphor consistently delivers for us in ways that make our community look great to the outside world in all areas that are important to our brand.”
– Judy Harris Clark
Economic Development Director
City of Blue Ash, Ohio
