Key Challenge
At a crossroads…When looking for a distinct brand identity, sometimes it’s best to let your community’s heritage be your guide. Such was the case with Victoria, TX. This hub city in Southeast Texas was at a crossroads when it undertook its branding initiative. Victoria had a lot of great things to offer: diverse job opportunities, family-focused community, and proximity to Houston, San Antonio and the Gulf Coast, but the lack of awareness of the community throughout Texas was preventing Victoria from commanding the attention it deserved. Originally founded in 1824 (one of Texas’ oldest cities), the city was ready to position itself on a larger stage and announce its presence today as one of Texas’ up-and-coming communities.

Critical Insight
Research revealed steady growth and innovation for almost two centuries – back to the community’s roots and its original founding in the 1800s. A group of 10 friends purchased the land that is now Victoria to build a better community for their families. These 10 friends guided the city by a commitment to good judgment, family, vision and their own friendship. Research found that these principles were not only the common thread and driving force throughout Victoria’s storied past but that they are also at work today. Good judgment has guided the community’s economy to remain conservative when many have found themselves overleveraged. The City keeps the focus on family by developing new youth sports venues and maintaining a beautiful parks system. Vision for the future has been exhibited again and again by a forward-thinking economic development department. And all city entities work together through that same commitment to friendship that the original “10” shared.   

Brand Strategy
North Star recommended a strategy positioning Victoria as a community that is at a crossroads, literally and figuratively, in the expanse of southeast Texas guided by ancestral principles of friendship, family, vision, and good judgment so success can not only be secured, but also sustained.

A simple typeface paired with a memorable outline of the Texas Gulf Coast allows Victoria to take ownership of the Southeast Texas area. Victoria is that “sweet spot” of a community: at the crossroads of good judgment and innovation; of a supportive community and an atmosphere that lets you write your own story. It’s “Where past and present are perfect neighbors.” That special blend of Texas hospitality, a stable foundation and a vision for today and beyond.

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 Victoria. 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 an event where employees are served lunch and introduced to both the new stationery and the brand. Use this event as an opportunity to introduce employees to the tenets of the brand. Set a roll-out date after which only the new materials may be used.
  
  
  
• Design and implement branded bike racks - More and more people are embracing biking as a way to keep their communities green. Columbus, Indiana used the stylized ―C in its brand logo to create one-of-a-kind bike racks. Consider developing branded bike racks for the Victoria bike trails utilizing components of the logo such as ―TX or the coastline shape.
  
  
  
• Recruit ambassadors - Use the internet, newspaper, radio and special events to recruit enthusiastic residents to become ―Perfect Neighbor ambassadors. (Other names could be ―Past and Present or ―Power of 10ambassadors.) This group would sign up online for an ongoing series of ―Perfect Neighbor e-blasts designed to educate them on all the great things about the community and turn them into positive spokespeople for their town. In addition hold special get-togethers and briefings to create unity and purpose within this group. Challenge ambassadors to ―pass on the positive vibe to other members of the community. Give all ambassadors a lapel pin shaped like the logo. Instruct them on different tactics for spreading the message about all the wonderful things that are happening in Victoria. This approach is often recommended by Richard Florida as a method for recruiting the creative class.
  
  
  
• Develop brand merchandise - One of the best ways to introduce your brand is with promotional items such as t-shirts, hats, bottled water, license plates, etc. Here are a few unique to Victoria (remember to brand them all with your logo and line):
  • A fun bottle opener where the opening ―claw is in the shape of the Victoria coastline, which is also represented by the logo.
    
  • Past and Present scrapbooks for new babies. In addition to all the traditional baby book information include space for generational information about relatives (grandparents, greats, etc.).
  • Photo frames with sayings like, ―Perfect Neighbors, Victoria, TX or ―Past and Present, Victoria, TX for displaying generational, friendship, or neighborhood photos.
  • Welcome mats that say ―Perfect neighbors are always welcome!
    

Client Kudos

Victoria Chamber of Commerce President Randy Vivian explains, "it is a very unique story that we have here, and now we know how to tell it. North Star's guidance throughout the process was great. This project was valuable for Victoria and especially the Chamber because it gave us a barometer of how our residents and consumers think, and that's important in my business because it shows me where we need to work harder and were we need to shore up."