Key Challenge
Creating a competitive bouquet...Home of the Sonoma wine country and the city of San Francisco, California’s Greater Bay Area is world-renowned as a place to live, work and play. But nestled in this high-profile place is a small, comfortable community whose very essence belies the flash and dazzle of its neighbors. So how does a small town in Sonoma County distinguish itself from all the famous competition in the wine country of Northern California?

Critical Insight
Be easy in your own skin...North Star research discovered that Cloverdale stands apart by being genuine. Genuinely down to earth, warm (literally and figuratively), open and welcoming. This fresh and authentic nature makes for a distinct vintage, one that offers access to all the desirable aspects of the Bay Area and an escape from the not-so-desirable ones.  In a word (or several!), Cloverdale’s fresh bouquet makes you want to slow down, breathe deep and savor the flavor of keeping it real.

Brand Strategy
North Star recommended reaching out to people seeking a more authentic experience in the San Francisco Bay area. The brand platform positions Cloverdale as a small town nestled in the picturesque hills and vineyards of Sonoma County that provides a breath of fresh air in a genuine wine country setting – allowing residents, businesses and visitors alike to reconnect with what matters most.

Initial Concept

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Cloverdale. All were designed to help them wear their brand like a second skin.

• Make it your closing salutation - One of the greatest things about Cloverdale is her authentic, genuine people. Use your closing salutation to emphasize that quality and keep your brand up front and center.
  
• Create an e-newsletter - Develop a quarterly e-newsletter highlighting attractions and upcoming events in Cloverdale and send it to your database. Call the e-newsletter something like “Genuinely Cloverdale, Genuinely Fun” or “Sincerely Cloverdale.”
  
  
• Help realtors benefit from the brand- Cloverdale has a very reasonable cost of living relative to the rest of the Bay Area. Use the brand to help realtors promote this benefit. Develop a branded label they can put on For Sale signs and in advertising reading “Genuinely Affordable.”
• Make good use of signage - Use branded signage to designate the status of available property. For example:
  • Certify potential building sites as “Genuinely Shovel Ready” and post appropriate signage on the actual property and on the city/economic development website.
  • For empty offices, retail, warehouse and industrial space certify it as “Genuinely Move-in Ready” or “Genuine opportunity.” Again, post signage and include on the website.

Press

Consultants brand city 'Genuinely Cloverdale'

Results

Cloverdale invites residents to express what Genuinely Cloverdale means to them through a Community contest. http://www.cloverdale.net/pdf/GCContest.pdf

Kudos

“'Genuinely Cloverdale' is a theme that gets to the heart of who we are as a community. We are very excited about the opportunities it opens for us, and are very thankful for North Star’s efforts on our behalf. They were thoughtful, creative, and really listened to our needs and our priorities. The results suit us to a T!"
- Nina Regor, City Manager, City of Cloverdale