The City of Lynnwood brand will create for people an image when Lynnwood’s name is mentioned.

Creation of a Lynnwood brand is included in the Community Vision Statement adopted by City Council on January 26, 2009. Over 400 people participated in the visioning process, providing over 4,000 ideas comments, suggestions, and constructive criticisms. Identified through this effort was a consensus to create/enhance Lynnwood’s brand identity. The citywide branding effort is in response to Lynnwood residents and stakeholders who asked the City to define its image, and not be defined by others. Our citywide brand will promote our City and reflect on what our City has to offer and our City’s ability to deliver on the promise of that experience.

Our brand is not a campaign theme, tag line, or slogan.

The Brand City of Lynnwood project will result in:

• A shared brand identity for the future of the City among residents, businesses, governments and community groups.
• A consistent and compelling theme and a focused message to create interest in the City of Lynnwood as a destination for businesses, industry and visitors.
  

Seven qualities of a successful destination brand:


1. Total buy-in. Community leaders and stakeholders from throughout the City of Lynnwood must believe in the brand.

2. It’s not about advertising. A distinctive, one-of-a kind destination brand wins the hearts and minds of people. Brands are more than names, symbols or slogans. Our brand will be about the City of Lynnwood experience.

3. A set of principles. We will establish a set of values and principles to guide use of the City of Lynnwood brand.

4. Stand out to stand apart. City of Lynnwood’s brand will be based on set of attributes and factors that distinguish the City from its competitors.

5. Brand evangelists are critical. Everyone in the City of Lynnwood must be an advocate for the brand. It will take a team to ensure that messages about City of Lynnwood are aligned with the brand promise.

6. Consistency. Each organization, business and individual must stay true to the course by conveying the same brand.

7. Live the promise. A brand is a pact with visitors and business. A successful brand keeps its commitment and delivers on its promise.