What is a Brand Assessment? It is a fundamental assessment of the four key elements of a community's visual identity: logo design, wayfinding, environmental design, and digital communications. We approach it from a visitor’s first-time impression of the community. This approach will give a community their competive advantage and encourage identity awareness, preparing a firm foundation that will make you relevant and stand out.

THE PROCESS:

First, a Pre-Visit examining the digital footprint of a community is reviewed. We evaluate all on-line presence, such as municipal sites, social media pages, partner organizations, messaging, and etc. We also look for other online opportunities that can assist in cross promoting the community.

Secondly, a Site Visit is done where we conduct a wayfinding experience from key vehicular entry points. A thorough review of environmental design such as streetscaping, signage, ease of navigation, public gathering spaces, and parks.

Lastly, a series of Interviews is conducted with community leaders, business owners, residents, as well as people living outside the community. This will help us know the product in order to improve it. The questions asked will better help us understand our market’s strengths and weaknesses, and evaluate industry needs. During this time, we review current economic development plans and future aspirations of the community.

We follow this up with our objective Analysis, Suggestions & Ideas. This is when we will “paint” that new picture for businesses, residents, and visitors. The analysis will provide a concrete delineation of what defines the community’s brand by identifying its “sense of place.” We will make recommendations that facilitate decisions based on consideration of the place’s budget and schedules.

The results of the Brand Assessment will help shape a perception and create an impression of the place. It provides a set of recommendations for branding strategies and help facilitate plans of action to establish business, community and visitors.

Here is an excerpt from the Random Lake Brand Assessment we did.

Visual Identity

A brand's visual identity can be defined by what the consumer pictures in there they think of that company. It can include the logo but also so much more. Visual identity includes all the aspects associated with a brand.For example, colors used, interior design elements, the atmosphere of a store, printed pieces, website, packaging...

Brands that are able to leverage there visual identity are able to stand out amongst their competition. They stay at the forefront of a consumer's mental image because their brand is deliberate about the appearance of everything that their name touches.

Your visual identity is an element of your brand which you have complete control over. Visual Identity is an important piece of the branding puzzle.

Signage

When it comes to signage, it can greatly impact your brand’s physical product and place. Whether you are a municipality, destination, or college campus, signage is very important because it is the face of your business. Keep in mind that this can either improve or tarnish your relationship with your brand. Staying consistent with signage is particularly important for a community because it is the visual indicator of your brand. 

Signage is an excellent cost-effective way to extend your brand. In some cases, it can be one of the first elements of a brand that visitors interact with. Most sign companies focus on more rational goals of signage such as color schemes, lighting efficiency, roadway presence, etc. While these aspects of signage are important, many companies are missing the opportunity to set themselves apart.

Enviorment

Environmental branding encompasses many design disciplines such as interior design, graphic design, landscape, and industrial design. It creates a perception of an organization through an intentional combination of these disciplines within a three-dimensional space. Environmental branding differentiates an organization from its competitors in a way that people can see, experience, and feel. 

Many architectural firms and interior design agencies are extremely efficient at creating a functional space to work for a businesses. They can design a marvelous interior that matches the brand's colors and culture to some degree but they are not graphic designers. In the same way, graphic designers and ad agencies are not trained to design an interior space or buildings.

Environments can make visitors feel welcomed, inspired, and give people confidence.

Communications

Companies today need a strong digital presence. There is too much competition for businesses to overlook the strength of digital marketing. A strong digital strategy can mean the difference between rising to the top and a weak campaign may result in falling behind. All businesses need to take note.

Digital marketing helps launch new brands, build new relationships, bring new clients and strengthens your message. When developing a strategic marketing plan a digital presence needs to be included.

A cohesive digital marketing strategy is built on these parts – mobile, search engines, social media, content and email campaigns. How you use these digital assets helps build a successful campaign.