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Georgetown Township

Georgetown Township. Brand Development. Introduction. a brand is a platform of themes, advertisements, colors, feelings, vibes, images, textures, invitation phrases and graphics -- a logo is a single image. Action Plan. Create a Steering Committee. Steering Committee may include:

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Georgetown Township

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  1. Georgetown Township Brand Development

  2. Introduction a brand is a platform of themes, advertisements, colors, feelings, vibes, images, textures, invitation phrases and graphics -- a logo is a single image

  3. Action Plan

  4. Create a Steering Committee • Steering Committee may include: • Township elected and/or appointed officials • Other public officials • Grandville-Jenison Chamber of Commerce members • Local residents • Business owners 5 to 15 people that provide vital input, gather ideas and execute the brand

  5. Conduct Community Interviews and Surveys • Survey methodology may include: • Survey mailed with tax bill • Link to survey from website and/or facebook page • Paper copies of surveys available at Township Office, Senior Center, Library, local businesses, etc. • Public work session • “Kids Speak” at the area schools

  6. Identify/Define HISTORY LOCATION PLACEMAKING ATTITUDE ECONOMY NATURAL RESOURCES VIBE/FEEL ICONS

  7. Gather Ideas Define “Georgetown Township” Create a “content bin” of visual elements 10 reasons to come to Georgetown Township Describe the location in one or two sentences 50 words to describe Georgetown Township

  8. Research other Branding Platforms DON’T REINVENT THE WHEEL, STEAL IT

  9. Steps to Creating a Brand

  10. Select Your Best Words Think dual – Describe history and location, or describe location and vision Do you want to change the way people think? Select the words that you want to become. Most communities have the same words, pick the ones that make you different.

  11. Create an Invitational Line Add: Create a line that invites people to experience it, or “come and get it” feeling VIBE TASTE Attitude

  12. Substitute Graphics for Words • After selecting your best words, what can be represented by an image? • For example: • RIVER = • This helps to: • Tell a more detailed story with fewer words • Bring colors, shapes and images into your brand platform • Representation/Recognization

  13. Create a Color Palette Are there any color themes from the visual content bin? Are there any color themes from our list of “best words” or identifying words?

  14. Create Support Elements Add: Associative Shapes Frames TEXTURE Spot color certain words on your website

  15. Multiply Use the same textures, frames, associative shapes and colors over and over! This not only develops a pattern and theme for the Township, but it will make our brand recognizable when residents see a certain color, shape, etc. Look at Zeeland’s success:

  16. Homework • Identify steering committee • Worksheet with action plan items including: • Identifying/Defining • Gathering Ideas, especially beginning to create our visual content bin • 3. Return worksheets to Kelly to organize ideas • 4. Meet and begin working on our “Steps to Create a Brand” together as a group/Steering Committee

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