Saturday, June 27, 2009

Branding Fresno Business

The Fresno Convention & Visitors Bureau recently released a PDF booklet defining Fresno's brand platform. It doesn't create specific logos or taglines (which would make all Fresno businesses look the same) but rather gives a number of broad categories and descriptors. These phrases and concepts can help organizations develop a brand strategy that will help the overall Fresno brand become more cohesive, as well as focus the efforts of an organization so it is less likely to portray something that will conflict with other Fresno branding attempts.

The booklet includes definition of branding, the Fresno brand platform, a workbook section, and a case study.

The concept I think can be very useful, and hopefully will have the desired effects on branding in Fresno and branding of Fresno. I guess only time will tell if organizations will actually employ this smartly.

Via Creative Fresno (PDF booklet linked at bottom of that page)

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