An Integrated Approach to Branding Cincinnati's Civic Entities
by Relequint
Faced with the challenge of revitalizing and integrating the branding of multiple civic entities, Cincinnati Center City Development Corporation (3CDC) sought out Relequint's expertise. The project's scope extended to companion brands: Cincinnati Fountain Square, Over-the-Rhine Chamber of Commerce, City of Blue Ash, and The CincinnatiUSA Regional Chamber.
Objective
The overarching goal was to unify these disparate entities under a coherent brand umbrella while still honoring their individual characteristics and functions. The focus was to attract investments, boost tourism, and foster community pride.
Strategy and Execution
Buyer Persona Definition: Market research was conducted for each entity to define their unique target audiences, from local entrepreneurs to potential tourists.
Brand Strategy and Positioning: Brand Mantra Workshops were organized for each entity to sharpen their distinct brand voices while ensuring they complement each other.
Brand Visualization: Separate but integrated brand identities were developed for each organization, accompanied by robust brand guidelines.
Digital Presence: Websites were designed and launched for 3CDC and Fountain Square, serving as digital hubs for information and engagement.
Physical Presence: For citywide coherence, uniform signage and trade show booth designs were developed, aligned with the new branding strategy.
Sales Enablement Materials: Tailored sales materials were developed for each entity, aimed at equipping them with the necessary tools to articulate their unique selling propositions effectively.
Results
Post-rebrand, each organization experienced an uptick in engagement, both online and offline. Investments in the City of Blue Ash surged, and attendance at Fountain Square events saw a significant boost. The overall synergy between the companion brands also contributed to a more unified civic experience for residents and visitors alike.
Executive Testimony
"The impact of Relequint’s work is beyond what we could have envisioned. They have not only elevated each brand individually but also created a harmonic relationship between them, amplifying the appeal of Cincinnati as a whole," remarks the CEO of 3CDC.
Conclusion
Relequint's meticulous and integrated approach has successfully rebranded Cincinnati's key civic entities, achieving both individual brand distinction and collective brand coherence. The multi-pronged effort underscores the value of a unified brand strategy in enhancing community development and stakeholder engagement.
