Developing a powerful place brand strategy and identity system rooted in the community.
The Challenge: With Herndon being on the cusp of growth and with a future stop in 2017 on Metrorail’s Silver Line connecting Herndon via rail to the entire Washington, DC metropolitan area, town leadership tapped Trialogue Studio to help it develop a an authentic, meaningful and credible brand strategy and identity system that is rooted in the community and can be leveraged to help it grow a sustainable, adaptable and diversified economic, social and cultural base.
The Solution: Trialogue took the town and key stakeholders/ influencers through its proprietary brand strategy process to effectively define, express and launch their new community brand. This included a series of key stakeholder interviews, online and exit surveys, focus groups, creative workshops and a strategic session with town leadership. Insights gleaned enabled us to develop a new positioning, vibrant visual identity that represents a flexible umbrella platform of visuals and messaging that all stakeholders can adopt, and a comprehensive marketing blueprint to help launch the brand internally, locally, regionally and to the world.
Is it working? We think so. Town Council endorsed the brand strategy, funded a launch plan and is pleased about the energy and optimism around it from within and around the community. The Town itself has embraced and fully integrated the “What’s On” positioning into its communications stratgy.