Destination Branding: Kirkland, WA Case Study

Destinations aren’t stagnant; they evolve and change over time. But sometimes that change can blur the edges of an established identity . . . leaving everyone a little unsure about that destination’s destiny.

Consider the case of Kirkland, Washington, located just east of Seattle along the shore of Lake Washington. This charming town had earned a reputation as a creative enclave thanks to a downtown chock full of arts galleries, events and festivals focused on art and a thriving public arts program. But time and a struggling national economy caused some of the galleries to close. And new attractions and retail options were broadening Kirkland’s appeal to visitors. Savvy stakeholders – including a collection of local tourism industry businesses – joined forces for a branding initiative to bring their shifting identity into sharp focus.

North Star research revealed that Kirkland insiders loved their artsy reputation. No one wanted to abandon it altogether . . . but many were uncertain their future product offering could support that as a sole identity. An even more prominent Kirkland association is the destination’s relationship with Lake Washington. In fact, Kirkland offers visitors more access to this beautiful body of water than any other area community. And savvy city planners have designed a community made for walking. So visitors have the added attraction of being able to stroll from shop to shop, amble through the art or wander by the water.

Based on the research, North Star uncovered a brand that bridges the art and the water, offering endless flexibility for the future of the city. “The water will always be there and always be special and spectacular,” says Don McEachern, CEO of North Star Destination Strategies. “But art is so intertwined with this city’s essence that it must be recognized. The key was to acknowledge the symbiotic relationship of both Kirkland’s art and water but pave the way for a relevant brand regardless of whether art remains prominent.”

North Star recommended positioning Kirkland as a destination for those seeking a quaint, upscale getaway where premier access to Lake Washington and an imminent walk-ability add radiance and reflection to distinct experiences and expressions.

Anchored by the strapline, “Water. Colors. Everything." the brand identity for Kirkland features creative that embodies the water and is – by its very nature – a work of art. Action ideas focus on using the brand to bring visitors closer to the water experience in ways that are visually enticing and emotionally moving.

The lure for site selection: Reputation! Reputation! Reputation!

Trying to take advantage of the new homebuyer’s tax credit, I recently went through the process of buying a house for the first time. First, I had to pick a neighborhood near work and close (but not too close) to my family. What scientific process did I undergo to make this extremely important decision that would affect me for years to come? I asked around, of course! The “word on the street” came back unequivocally that as far as quality of life, East Nashville was the most cool, arty, friendly and up and coming neighborhood in the metropolitan area. I weighed other factors but East Nashville’s reputation was the clincher that lured me to invest my entire savings in an antique, troublesome house in a neighborhood I barely knew.

That got me thinking; if deciding on a little house for one person is so time consuming and difficult, imagine what it must be like when an entire company relocates! It can’t be all about the cheapest place or the best workforce and resources available. People work for that company, and people (especially if they’re also moving families) are concerned about quality of life. So how do things like reputation and quality of life play into corporate decisions about where to set up shop?

According to Area Development magazine, companies seldom base their site-selection decisions solely on quality-of-life issues. (That’s the leading executive magazine covering corporate site selection and relocation!) However, these factors do play an increasingly important role in their decision-making process, especially for those dependent on the talents of highly educated workers. For companies relocating a relatively high proportion of professional talent, quality-of-life issues can even make or break the deal. Check it out: http://www.areadevelopment.com/siteselection/dec08/quality-of-life-business-location017.shtml

So how is quality of life determined? Sure, it can be calculated in a neat and tidy equation factoring in housing, schools, healthcare, amenities and crime. But often quality of life is gauged by that intangible, nearly unmeasureable concept of reputation. Michael Hicks, director of the Center for Business and Economic Research at Ball State University in Muncie, Indiana, warns us that fully understanding the role “perception of a community” plays in economic development is difficult due to the difficulty measuring it.

According to Hicks, “I think it is clear that many people feel perception of their city matters. As a result, I think we ought to individually approach the problem as a sort of Pascal's Wager. We don't know for certain that good perceptions matter, but it is smart to live as if it does.” He goes on to state that what we can say with some surety is that individually we are more likely to buy a house or open a business in a community we feel good about.
http://www.thestarpress.com/article/20100110/BUSINESS/1100303/1046/business/MICHAEL-HICKS-Civic-perceptions-effect-on-economic-development-uncertain

For these types of things, we always like to refer to Simon Anholt, that guru of place branding. In his new book, Places: Identity, Image and Reputation, he talks about reputation as a kind of brand equity. “The idea of brand equity sums up the idea that if a place, product or service acquires a positive, powerful and solid reputation, this becomes an asset of enormous value—probably more valuable, in fact, than all its tangible assets.” (p.92).

~ Shannon Gray

Double The Fun!

North Star was like a proud parent on Sunday, February 7, when two of our clients – New Orleans and Miami Gardens – took center stage at the XLIV Super Bowl. And both shone like the stars that they are. The New Orleans Saints fought creatively and with class to a 30-17 victory over the Indianapolis Colts. And it all took place in Sun Life Stadium in Miami Gardens, Florida. Of course, we had nothing to do with training the Saints or spiffing up the stadium, but you can bet that major milestones such as these will be figured into the creative class recruitment brand for Downtown New Orleans and the community-wide brand being developed for Miami Gardens.

When it comes to these fine cites, when someone asks, Who Dat? soon there’ll be no question.

Community Branding: Spanish Fork City, UT Case Study

When the chips are down, is it possible to put in place strategies that give you an advantage when things turn around? Spanish Fork, Utah thinks so. And from the look of things, they’re right on the money.

Despite the nation’s rocky economy, this progressive town has lots of good things going on. Savvy leadership wanted a brand to coalesce all that good so that when the economy starts its recovery, Spanish Fork will be one of the first out of the fiscal gate.

North Star research revealed that residents give a resounding two thumbs up to life in Spanish Fork . . . and its rapidly growing citizenry is testament to the truth. Despite the conservative nature of its home state of Utah, Spanish Fork is always on the cutting-edge when it comes to planning for and protecting its citizens. State-of-the art infrastructure and policies include mandated curb and gutter development, a focus on education, a multitude of resources for children, wind-power, expansive tree-lined city streets, city-owned broadband, internet and email and much more.

“Spanish Fork has a prevailing sense of community and family values more intense than almost any we’ve ever encountered,” notes Don McEachern, CEO of North Star. “The key was to develop an identity that reflects that spirit in a manner that is appealing for the economic development the city needs to serve its growing populace.”

Faced with the challenge of parlaying that sense of community into a competitive brand was simply a matter of looking to the mountains that surround the city. Breathtakingly beautiful, these mountains are an allegory for the profound embrace of community that Spanish Fork citizens experience. And that embrace is not confined to residents; it extends to the businesses who also call this city home. Bottom line: In Spanish Fork you’re literally and figuratively surrounded with what you need to succeed.

North Star recommended positioning Spanish Fork as the city for people who long for a sense of belonging where the embrace of community is as profound as the mountains that surround it so you are encouraged, protected and at peace.

The anchor for the brand’s creative identity is the line Surround Yourself. The City logo is a unique mixture of masculine and feminine graphic elements, representing both the protective and nurturing sides of Spanish Fork. Earth tones and jewel colors are reminiscent of the beautiful geography of the area while the embracing mountains are ever-present throughout the creative work.