Lynnwood has launched an intensive nine-month branding program designed to discover what makes the community special so it can stand out in the marketplace. The ultimate goal of this citywide initiative is to define Lynnwood for residents, businesses and visitors and to promote the city’s identity.
To bring outside objectivity to the project, Lynnwood has partnered with North Star Destination Strategies. North Star has helped develop community brands for more than 100 cities in 25 states nationwide. “It is time for our citizens, residents, businesses and community to define Lynnwood. We are pleased to have North Star Destination Strategies as our partner on this important project” said Lynnwood Mayor Don Gough. North Star was selected through a competitive process and we have every confidence in their ability to guide the community through this very important branding effort.”
“Your brand is what people say about you when you’re not around. In other words, your reputation.” explains Don McEachern, CEO of North Star. “People and business define a city – without ever visiting – based wholly on the word-of-mouth about it. Branding is what you do to change or refine that message. We are delighted to be working with Lynnwood in this capacity.”
The integrated process includes research, strategy and creative development. The first stage is research and comprises about 80% of the work. “Here we determine the state of your existing brand,” says McEachern. More than 15 pieces of qualitative and quantitative research will paint a thorough picture of where Lynnwood is today. This research includes an assessment of the environment, inquiry origin, visitor origin, demographics and psychographics of residents and visitors, perceptions of visitors, residents and stakeholders, and a review of current communications and the competition.
Using that research, North Star will develop a brand strategy that is relevant to Lynnwood’s current situation but also differentiates the city. “The research will not only tell our existing story, it will yield insights that point us in the direction of our desired and chosen future story,” says Mayor Gough.
The final stage of the project will involve the development of a brand identity guide for Lynnwood. “You will get suggestions for a new logo and tagline as part of this guide. But a brand is so much more than that,” stresses McEachern. “A city needs to embrace their brand, and we will work with Lynnwood to develop the creative tools and ideas to make that happen.”
“We have a lot to be proud of here in Lynnwood,” concludes Mayor Gough. “We just need to let everyone know that.”
If you are interested in learning more about Lynnwood’s branding initiative visit www.brandlynnwood.com or contact Mary Monroe, Project Manager, at 425-670-5043 or mmonroe@ci.lynnwood.wa.us. To learn more about North Star Destination Strategies, go to www.northstarideas.com.
For more information contact:
Mary Monroe, Project/Tourism Manager, 425-670-5043, mmonroe@ci.lynnwood.wa.us