Item 11ASouthlake Branding
Discussion Regarding
Branding Process Options
Scope of Services
Directions to Proceed
Process Options
Separate Contract for Branding
Issue RFP and staff coordinate projects
Sub-contract with Urban Design Consultant
Require that UD Consultant engage a professional marketing / branding consultant
Either Way:
Scope of services for the branding component would likely be identical under both processes
Projects would be coordinated to the benefit of both
Branding – Scope of Services
Community Involvement
City Council Leadership
Branding Goals and Objectives
Branding Targets
Assessment of Current Brand Awareness
Community Input
Branding – Scope of Services
Logo Development
Icon Identification
Logo Functionality
Position Statement / Tag-line Development
Identifying key messages
Resonate with target audiences
Branding – Scope of Services
Implementation & Sustainability
Roll-Out Program
Allied Implementation
Brand Extension Opportunities
Brand Management Guidelines
Marketing Campaign Recommendations
Coordinate Branding Effort with Urban Design Study
Branding will establish a graphic icon and position statement for the City
It is important that this theme and image permeates throughout the physical design of the City
Urban Design Study
The goal of the urban design study is to further distinguish the City by creating a memorable place for people to live, work and interact by providing a beautiful and cost effective
environment that results in a new level of awareness and improved quality of life.
Coordination Options
Issue separate contracts and coordinate respective processes and scope
Fold Branding into the Urban Design Study and require the UD Consultant to engage a marketing / branding professional and coordinate the projects
Council Discussion
Scope of Services
Branding Process Options