Key Challenge For all the right reasons . . . Sometimes a community pursues a brand not because it has a big obstacle to overcome, but simply to move itself from good to great. Such was the case with Shawnee, Kansas. This charming community was doing most things right. But forward thinking leadership recognized that its lack of a strong reputation was creating low awareness relative to its well-known neighbors in prestigious Johnson County. They wanted a unified identity to help the community attract positive attention and to stimulate economic growth . . . especially in light of the nation’s growing economic woes.
One key for the success of this brand was that it help all the players – CVB, City, Downtown and Economic Development – meet their various goals. At the same time, the brand needed to recognize the community’s rich heritage but be progressive enough to move the community forward.
Critical Insight
North Star research found that Shawnee has set a precedent for nurturing new beginnings – yesterday, today and tomorrow. Historically, Shawnee’s fertile land attracted settlers looking to begin new lives. Shawnee was also the site of the first territorial legislature, and home to the first territorial governor. Currently, top-notch schools, affordable living, economic opportunity and lots of outdoor recreation combine to offer people an ideal environment for starting a family, a friendship, school, a career, a business or even a vacation. And Shawnee is also putting in place the framework for a vibrant future with initiatives like downtown revitalization and this brand. Finally, Shawnee nourishes all of these significant beginnings gracefully and quietly.
Brand Strategy For people who appreciate genuine quality Shawnee, (in prestigious Johnson County) is the best value suburb of Kansas City where a heritage of nourishing new beginnings continues so that every day offers fresh opportunity.
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”!)
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 Shawnee. All were designed to help them wear their brand like a second skin.
Brand stationery - Reprint the letterhead, cards, envelopes and folders for all public organizations to reflect the brand. Make a production out of presenting employees with the new branded materials. For example, sponsor a ―Good stationery starts here‖ lunch. Set a roll-out date after which only the new materials may be used. Existing brochures and marketing materials will also need to be reprinted with the new logo. Eventually these pieces should be reworked to reflect the new brand in copy, color, style and tone.
Invest in pole banners - Pole banners are not an afterthought or a throwaway – they are an important piece of the overall feel of your downtown area. And they are a relatively inexpensive way to start to develop a more updated downtown feel. Create a complete brand strategy for pole banners. This strategy should cover downtown in particular, but should also deal with pole banner usage in outlying parts of the community.
Give a history lesson - Develop a ―Shawnee Started Here‖ historical initiative to educate residents on your community’s rich history and roots. Offer the program through schools, the library, senior centers, etc. Also offer the information on-line.
Brand your Visitors Guide - Rework your Visitors Guide to reflect the brand in design, content and tone. For example, the Guide could feature headings using active, energetic words in combination with the line. (Can use with or without the word ―good.)
Good sleep starts here.
Good bargains start here.
Good glamour starts here.
History starts here.
Love starts here.
Good value starts here.
Good photo ops start here.
Good vibes start here.
Comfort starts here.
A hole-in-one starts here.
Good moods start here.
Give businesses assistance - Create a distinct role for local businesses and organizations when rolling out the brand. A few ideas specific to Shawnee:
A competition between restaurants to see who offers the best ―Good Starts appetizers. Encourage one-of-a-kind entries.
Health clubs could advertise their ―Good Health Starts Here‖ fitness initiatives.
Hotels could offer Good Starts breakfasts on room service menus. Wake up calls could say. ―A Good Day Starts Here.
Hospital nurseries could proudly announce through signage and communication that ―Good Starts Here with the birth of every new baby.
Realtor yard signs could advertise that ―Good Living Starts Here for every house on the market.
Coffee shops could lure guests with the sign, ―Good mornings start here.
Shawnee produced a brand video highlighting why good starts here in Shawnee!
Kudos
"Creating this comprehensive, progressive image for Shawnee was so important to the leaders in the community that they wanted the very best to help us. A community task force selected NorthStar Destination because of their comprehensive methodology, and their vast experience in community branding. NorthStar worked with us to define who we are, and to focus in on what makes Shawnee unique and special. Then they created the strapline and visuals so that we can begin marketing our best attributes. Because it does truly reflect who we are, those that respond to it, will be the kinds of people and businesses that we want to attract." - Carol Gonzales, City Manager, City of Shawnee, Kansas
Key Challenge 
