SoKy Local Business or "SoKybiz"

I write frequently about branding as part of a complete marketing effort. One branding effort that I truly admired was the the state of Kentucky's recent "Unbridled Spirit" (re)branding of the state. When I first started investigating the brand I thought "what a great idea" Then I heard the Secretary of Commerce speak on the branding effort at a Bowling Green Chamber breakfast. He touted the effectiveness of the campaign but considering the source, I thought it might be a little propaganda(ish).

The logo and tag line is great.

You can read more about this effort at http://kentucky.gov/unbridledspirit/info.htm

Admittedly, a pretty logo and catchy tagline does not qualify it as a good campaign and the decision makers in Frankfort know this. They have taken this "brand" and put it on everything. From the new license plates to state trooper patrol cars. From TV ads to print media, it's hard to go anywhere in this state without being exposed to this new brand in some way. (Good Job!) You can even buy stuff with the new brand on it directly from the state at http://www.unbridledspiritkentucky.com/.

I recently used part of the new brand in a website I've been working on for a state legislator.

I thought it tied the state brand in with the politicians image quite nicely... though of course I'm a tad partial.

Then this morning, as I was trying to get caught up on news and events for the past 10 days, (I've been out of the country) I ran across a press release from the state of Kentucky that reported a study by Commissioner Fiveash had been accomplished on the effectiveness of the branding effort it its first year.

Briefly:

FRANKFORT, Ky. – In just its first year, the “Kentucky Unbridled Spirit” brand has become the most recognizable state brand in the region and has potential visitors saying they are more likely to spend time in Kentucky.

Governor Ernie Fletcher announced these findings as he unveiled the results of an independent study recently commissioned by the Kentucky Department of Tourism. The study was conducted to benchmark residents and non-residents’ awareness of the “Kentucky Unbridled Spirit” brand and to determine what impact branding project may have had upon the perception of the state.

“The whole point of the branding project is to differentiate Kentucky from our competition – the surrounding states,” said Governor Fletcher. “Successfully showcasing that difference will lead more visitors to Kentucky and more jobs to Kentucky. This research is proof that �?Kentucky Unbridled Spirit’ is helping us do that.”

"Kentucky Unbridled Spirit" makes huge strides in first year
Tuesday, December 20, 2005

From a small business standpoint, this is an object lesson for those of us who are trying to build our companies identity, brand and image. It shows how big budgets and lots of clout can make a branding effort successful. Looking how they and other large organizations go about branding themselves, a small business person can learn and adapt those ideas to fit their own needs and yes, budgets.

The fact is, if you can effectively build brand recognition for your business, product and/or services, it adds to the value of your company. As much as a tangible asset, an effective branding campaign over the course of time can add to the businesses net worth. Upon exit, the brand can ad big dollars to the transaction.

It's a difficult process; it takes time, money and creativity. It takes a concentrated effort to make sure the brand identity of a business is included where ever possible. But then, with a well managed marketing plan, the branding of your business will come naturally and be built right into the process. Just as marketing should be "top of mind" when operating your business, branding should be top of mind when marketing.

I'll write more on branding I'm sure, but I thought this was a good opportunity to reemphasize my opinion that branding is very important, perhaps even more so for a start up small business.

This was posted by SoKy : 8:59 AM