1. "It seems to me that you need both a physical
place of interest and a cultural landscape of interest that involves a
unique history (a memory) and a present spirit (current lifestyle) in order
to be a successful city or to build a successful brand"
http://www.brandchannel.com/images/papers/245_Branding_of_Cities.pdf
The following explanation of identity action planning is too long. If you are bored or in a hurry, here's
the condensed version:
Simple vision=better future.
Now, for the wonks..I brought this up at the forum and other events and have been asked to be more
clear on how to tackle the image and begin addressing communication issues in Brooklyn Park.
The image problem has long been discussed in Brooklyn Park. In fact, over 20 years of discussions can be
read in the history of minutes at the city council. So how do we solve it? We have to make a strong start.
There have been valiant attempts to address the problem, and a strong desire to resolve it.
The current strategy is by improving our downward trend on crime, as well as some community
engagement efforts, and talking people out of it one on one, eventually the image will improve itself.
My concern is that following that we do not have the amount of time for that hopeful strategy. Because
the city coffers are getting tighter, and the millions we receive from the metro in fiscal disparities is
projected to go down, we need to take more pro-active steps to address the image.
Thankfully, many key components are already in place and a lot of the background work has already
been done. Because it has been addressed for so long, we can move fairly quickly.
Consistently we have seen engagement groups define diversity as a strong selling point of Brooklyn
Park. This can be seen currently in the Master Parks Plan, the Community Engagement Initiative and the
Business Forward Initiative.
So, how to tackle imaging
As Rasmussen College addressed in a recent seminar in Brooklyn Park;
In order to be effective, brands must gain our attention. To gain our attention, brands
require novelty and relevance
Brands must also be memorable to be successful. We remember things based on
connections, emotions and meaning
A good brand name takes into account the brand's promise to its customers and its main
differentiators from its competitors
2. Many brand names fail because those that do the naming don't consider the implications
of a bad name. Which name worked better in this case: gravitationally totally collapsed
object or black hole?*
There are branding challenges with both internal brands (the human resources
department, for example) and with external brands (example, an entire company)
Personal branding is the next big thing in branding
http://www.rasmussen.edu/degrees/technology-design/blog/branding-tips-revealed-brooklyn-park-
design-event/
In a nutshell, make it easy, memorable and true. That is why our mission statement "A thriving
community inspiring pride where opportunities exist for all," is a valuable goal statement that we should
continue to strive for–but it is not a brand.
If honored to be your council person, I believe a short term committee of communication professionals
should be appointed to produce an action identity plan within 6 months. This should be done with input
and research of others (I would love to see the community involvement platform www.mindmixer.com
used)--but the plan must move along to reach its goal.
I have greatly hesitated in giving specifics, not to dodge them (if you've met me, you know I don't
dodge...)–but because I believe an identity action plan must be designed by the community and only put
in to action by council, which is bigger than just one person.
However, there have been some who have asked me to be specific, give an example, or have mistaken
my intent to be "let's buy commercials," or, "doesn't she know we are already doing this?"
So, here's an example, and I will stress again, this is not the plan I would ask the council should vote on–
the identity plan should come from the group the council approves. This is only an example/one idea to
give clarity.
City branding projects are successful if they are true, short, visual and combined with an appealing
aspect of the city.
Brooklyn Park has wonderful assets. There are beautiful neighborhoods, affordable homes, extensive
park systems and a young, diverse population. It is diversity that is most likely to be our "unique" draw,
as shown by previous city groups who have identified this. That is an appeal to younger generations, and
as we are moving to a mobile workforce, which will see more people being able to live where they want,
since they can work from home, we can attract new businesses and people based on that diversity.
So, the brand actually seems to fall into place and can become Brooklyn Park; Global City, or Brooklyn
Park, Mosaic Village, or Brooklyn Park, International Capitol of Minnesota, etc, etc..
3. Identity planning goes further however, we have the people, but we also need the draw. That is usually
defined in some visual image. Skyline..no. Unique nature scene draw..not really, although we do have
great places to highlight. How about a shopping center area like Maple Grove or an "Eat Street" or....no.
Ok, so what's the postcard image?
Business Forward has indicated some willingness to help out in the clear vision, cleaning entry corridors
etcs.. MN Dot is also supposed to be trimming things up a bit on 252 and 85. Because we have had so
much interest in community through Tater Daze, Come Home to the Park, etc..how about a rally around
a public square to host international fairs? I know they are looking at that festival idea for Tater Daze,
how about a tie in to an identity plan?
Every time I drive down 252, I think about an empty strip mall that could be filled with a Hispanic
Bakery, a Russian Deli, an international spice store, bread shop, meat market, etc..and I can almost see a
little foot bridge leading to empty park space..some wetland and just enough space to host a visual
icon..and maybe a garden?
Why there? For a few reasons.
First, that entry area needs attention and could be a welcome point to our city. It's the chief entry from
the Twin Cities (brand) to the Edinburgh USA Golf Course. Also, instead of 85 being a sore spot of
unspoken (although sometimes rudely spoken) divisiveness..it can be the unity point that brings us all
together–West and East, North and South. Third, with the empty business space, it's just right to
rejuvenate.
Instead of this, a landscape mostly hiding our business area, with no welcome entry:
We can be an enhanced entry point with our first impression being one of welcome.
So, here's an example of a postcard image..what I was visualizing in this field and asked what you could
see, when I took this picture for our issues website:
4. Could this be the right place for our cherry in a spoon? It's just off 252 behind the empty strip mall. Now,
in that field....how about something like this, maybe with an outstretched arm, a surrounding
garden..you get the picture.....:
This was a trophy given to the Human Rights Commission and it sits at Brooklyn Park City Hall.
Yes, replacing logos, building ID and raising funds for the visual identifier would take a while-but would it
take nearly as long as hoping that people will forget the image problems we have? Would it take as long
as we have already spent picking away at it? The first phase of just the brand would be immediate and
give a prideful glimpse into a future.
As a seated council member stated at a recent forum; people were expressing that they would put
Minneapolis on their business cards because they didn't want to say Brooklyn Park.
So why wait and hope the attitude changes?
Sometimes, you must push it along.
Goodness. Marketers, advertisers, pundits, shows, literature, art, and the list goes on and on, wouldn't
have a living if there wasn't a basic shared philosophy that you can change minds and set new visions.
Also, we must restore our internal pride. That isn't done by just telling people to do it. That's why we
give them a source point.
This is a 27 square mile city of over 75 thousand and growing. The young, diverse population and great
location means the world is at our fingertips, if.., we make it happen.
Now, in the example, the basic elements are in place with a brand, a visual identity and combine it with
a simple logo to tie it all in--and walla.
5. You have the beginning of an identity action plan. We go from there, building toward it, replacing
images when facelifts are due, etc...
All the various groups that are forming or have formed plans all have a hodgepodge identity to point
at..and a general idea..but if given the action plan, they have a clear umbrella to work under. And clear
visioning has been requested. If we start naming our neighborhoods, or the Chamber starts a marketing
campaign, there is a clear vision to build from.
I believe this will domino into events that all tie in–and make it much easier for the region to overcome
the image issue as we would now have a clear identity to point at. First, we will improve communication
and the mood of the community by showing a new approach to citizen outreach and a commitment to
quick results. The little things mean a lot and that can do attitude will translate.
Improved pride and image will translate into improved business climate, (which I advocate for, including
the fostering of a entrepreneurial, tech driven, creative environment) and a desired place to live, driving
up our values and improving our economic health. ..leading to even better things.
Again, my example is just that, an example. My goal if elected as your representative is to encourage the
council to appoint a task force to come up with their own identity action plan within 6 months. The
beginning of capturing that 20 year+ conversation and translating it into results.
That identity action task force is a goal I set for myself if I am elected, and a goal I hope you will help me
achieve.
I hesitated to give an example because I truly believe it must be one that comes from the people. So my
hope was only to clarify questions.
This is just one aspect of my campaign, my belief that we must bring more communication internally and
to the region–but it is an aspect some questioned, joked about or haven't understood.
I believe this is serious business, so we must be serious and not wait a moment more if we expect true
results in turning the image around. And I believe Brooklyn Park has potential to do amazing things. We
already have. Now let's get even better.
*ex.:a thriving community inspiring pride where opportunities exist for all vs..Mosaic Village