CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

A Roadmap for Branding Dublin, A Discussion Paper 20126.10 Design the Dublin Brand“Ordinary promotional activity when it is carried out without a particularlong term strategy may be effective in resulting economic developmenthowever, unless it is directed by an underlying brand strategy thereis little chance the city as a whole will acquire any substantial brandequity.” – Stakeholder InterviewIn delivering a brand for Dublin it is essential that the brand has a strongand consistent identity. Dublin’s brand will have multiple angles: theresidents of Dublin and Ireland; the multiple stakeholders, decision-makersand infl uencers; as well as being for the attraction of investment, tourists,international students and skilled migrants. The delivery of meaningful andcoherent messages to each of its target audiences, while being innovativeand creative in its design, will require professional design and brandingexpertise being engaged.Place branding is very different to corporate branding, rather than just sellinga company or a range of products, a place brand must communicate anidentity, a way of life and the unique character of a location. Place brandinginvolves the collaboration and consideration of many diverse stakeholdersand interests.Professional branding expertise will design the creative identity, concepts,content, language, and visual images. They will develop the Brand Book forDublin that will give a framework and guidelines to the brand partners onits use and ensure a consistent management of the brand over time. Theywill design a communications strategy for the successful communicationof Dublin’s assets and opportunities across the brand partners, and designspecifi c messages to each of the distinct target markets and audiences. Mostimportantly, they will provide a framework for multi-agency operation that issustainable, building on Dublin’s creative ability and talent as a resource indoing so, and will plan for the careful evolution of Dublin’s brand through time.It is recommended that the Creative Dublin Alliance and committed brandpartners engage brand consultants to ensure quality, innovation and designare at the heart of the brand concept, and agree an investment model fordeveloping that capacity over time.75